Those involved in the Dead Sea products industry emphasized that the Kingdom has a unique opportunity to establish this industry as a distinctly Jordanian brand and identity, meeting the growing global demand for natural products.
The Dead Sea products sector includes a wide range of products, most notably skin, hair, and body care products, including Dead Sea mud, bath salts, moisturizing creams, soaps, shampoos, and face masks. These products contain a concentration of Dead Sea minerals, giving them unique therapeutic and cosmetic properties.
They explained that data from the Jordan Chamber of Industry showed that the Dead Sea products sector includes 28 companies, producing approximately 200 different types of products, with 65% of their production exported outside the Kingdom.
They added that the Dead Sea products sector represents a rare opportunity for Jordan to offer a unique global product that carries a Jordanian identity. With the will and partnership between the public and private sectors, these natural resources can be transformed into a remarkable economic and export success story. The need for all national capabilities, both public and private, to join forces to enhance the presence of Jordanian Dead Sea products in various global markets as a national identity that reflects the Kingdom's image in various sectors, including tourism, industry, treatment, and entertainment.
He highlighted the importance of enhancing research and innovation capabilities to develop Dead Sea cosmetic and therapeutic products, supporting the establishment of a specialized group by industrial companies to market their products, organizing international promotional campaigns, participating in specialized international exhibitions, and leveraging trade agreements linking Jordan with various economic blocs.
He also emphasized the need to promote medical tourism locally by establishing 3-star resorts and providing preferential prices to attract large numbers of tourists from around the world.
Eng. Abdullah Al-Dabbas, Chairman of the Dead Sea Products Manufacturers Association, said: "The Dead Sea is a unique natural resource from which water, mud, and salts are extracted. It contains 21 rare minerals used in the manufacture of skincare products, medical supplies, and pharmaceuticals, in addition to their effectiveness in helping to treat skin diseases." Al-Dabbas explained that Jordan's unique geographical location on the shores of the Dead Sea gives products a competitive advantage unmatched by others around the world, opening them up to significant opportunities in international markets. However, the majority of competition among Jordanian companies is concentrated in the domestic market.
He pointed out that there is a growing global demand for natural products, which aligns with the characteristics of Dead Sea products. He called for supporting local manufacturers to enable them to meet this demand and expand into new markets.
Al-Dabbas emphasized that Dead Sea products are marketed not only as cosmetic products, but also as a symbol of Jordan's geographical and national identity, currently exported to approximately 60 countries.
He pointed out that Dead Sea products, as a natural product of Jordan, possess competitiveness at the regional and global levels. He noted that the Export House Company estimated the value of untapped export opportunities at approximately 63 million dinars, opportunities that can be invested in and multiplied by developing strong Jordanian brands that represent this sector locally and internationally.
The General Manager of Juman Pharmaceuticals and Cosmetics Factory, Dr. Rasha Sobhi Al-Eid, emphasized that locally manufactured Dead Sea products have gained widespread international recognition in the fields of skin care and natural medicine, due to their content of natural minerals such as magnesium, potassium, clay, salts, and others.
She pointed out the availability of local expertise in the chemical industry, as Jordan boasts a well-established industrial base comprising factories and companies with extensive experience in developing and manufacturing Dead Sea products, particularly in the chemical and cosmetic industries.
Regarding the opportunities available to the sector, Dr. Al-Eid said: "There is a growing demand for natural products globally, which aligns with the identity of the Dead Sea's natural and therapeutic products." She noted that medical tourism in the Kingdom increases demand for these products locally and strengthens their global standing.
She emphasized the importance of enabling participation in international exhibitions by subsidizing the costs of participating in global marketing events for cosmetic industries, particularly those producing Dead Sea products, to provide an opportunity to learn about these products and experience them firsthand. Omar Al-Rifai, Business Development and Marketing Manager at Jordan Dead Sea Products Manufacturing and Marketing Company, explained that the Dead Sea products sector is one of Jordan's natural treasures, distinguished by its unique capabilities that qualify it to be a fundamental pillar in supporting the national economy and boosting Jordanian exports.
He pointed to the availability of rare natural raw materials, such as Dead Sea mud, salt, and minerals, which possess high therapeutic and cosmetic value worldwide. He also pointed to the presence of Jordanian industrial cadres with advanced expertise capable of manufacturing high-quality products that meet global and international market standards. He added that the Dead Sea enjoys a global reputation as a therapeutic site, particularly in the field of dermatology.
He continued, however, that the sector faces challenges represented by high production, shipping, and packaging costs, and a lack of qualified local suppliers to provide modern, high-quality packaging solutions that match the global market.
Al-Rifai stated that it is important to invest in research and development and modern packaging to meet the demands of changing global markets, given the lack of local medical scientific research that proves the therapeutic benefits of Dead Sea products in a reliable scientific manner that can be relied upon internationally. Engineer Ilham Ziadat, Chairwoman of the Board of Directors of Bloom and an expert in natural and Dead Sea products, pointed out that the Dead Sea represents a special identity for Jordan, as it is the only sea in the world with unique properties. It contains minerals and rare elements, all of which have the same composition as those found in the human body, and act as biological catalysts for the natural cycle of skin cell growth.
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