Introduction

The beauty and personal care industry in the Middle East and Africa (MEA) has witnessed significant growth recently, with Saudi Arabia becoming a pivotal player in this surge. The country has always been known for its considerable interest in beauty, which has seen impressive growth in the past few years. According to a report from the Chalhoub Group, Saudi consumers are now the top spenders on beauty products in the Middle East. Furthermore, projections by Mordor Intelligence suggest that the MEA region’s beauty and personal care market could reach $28.30 billion by 2028. Saudi Arabia’s beauty sector is an emerging market filled with opportunities for extensive development. It is experiencing rapid growth, especially in the luxury, beauty, and fashion segments, making it one of the quickest-growing markets in the GCC.

Overview of the Saudi Beauty and Personal Care Industry

The beauty and personal care industry in Saudi Arabia encompasses a broad spectrum of products and services to enhance personal grooming, hygiene, and aesthetics. This market includes various categories such as skincare, haircare, oral care, cosmetics, and fragrances, offering everything from daily essentials to luxury items designed to improve personal appearance, maintain hygiene, and boost overall well-being.

A notable segment within this industry is the Personal Care e-commerce market, which focuses on the online commercial (B2C) sale of shower and bath products (like shampoos and shower gels), cosmetics (such as makeup, mascaras, and nail care), hygiene products (including feminine hygiene products and toilet paper), and more. This segment highlights the growing trend towards digital shopping in the beauty and personal care space.

Saudi women, mainly, are highly engaged in the beauty market, especially in using makeup and fragrances, drawing much of their inspiration from social media platforms. Eye products, such as eyeshadow and mascara, are of significant importance in their beauty routines, with sales indexing at 71 and 83 per cent, respectively, over a three-month period in 2023. Additionally, there’s an increasing demand for halal beauty products, reflecting the desire of Muslim women to engage more fully in society while adhering to their faith-based needs.

Regarding market size, the Beauty & Personal Care market in Saudi Arabia reported a revenue of US$5.95 billion in 2024, with projections indicating an annual growth rate of 4.22% from 2024 to 2028. The largest segment within this market is Personal Care, which alone is expected to generate a market volume of US$2.67 billion in 2024. Moreover, online sales are anticipated to represent 18.5% of the total market revenue by 2024, underscoring the significant role of e-commerce in the industry’s future growth.

Beauty and Personal Care Market Segmentation

By Product Type	Skincare (facial care, body care, sun care) Haircare (shampoo, conditioner, styling products) Oral Care (toothpaste, mouthwash, dental accessories) Cosmetics (makeup, nail care, colour cosmetics) Fragrances (perfumes, colognes, body mists)
By Gender Type	Male Female
By Distribution Channel	Supermarkets and Hypermarkets Specialty Stores Online Retail Others (Department Stores, Beauty Salons, Pharmacies)
By Price Range	Mass Market Premium and Luxury

Key Drivers of Growth in the Saudi Beauty and Personal Care Industry

The Beauty & Personal Care industry is experiencing unprecedented growth, primarily fueled by the Cosmetics and Skin Care categories. This surge is attributed to a generational influx of young consumers whose purchasing behaviours are being reshaped by global trends, social media, and e-commerce, leading to a diversified daily beauty regimen.

Youthful Population: A significant portion of the population, over half, is under 30 years old, with Gen-Z playing a pivotal role in escalating demand. This demographic is particularly interested in incorporating a broad range of skincare, haircare, and makeup products into their grooming routines

E-Commerce Revolution: The digital transformation, especially the e-commerce and social media boom, has made beauty products more accessible than ever. Online platforms offer a vast array of products, competitive prices, and personalized shopping experiences, which are a major driver behind the industry’s growth.

Influence of Social Media: Social media has become a key player in influencing beauty trends and consumer preferences. It provides a platform for easy access to diverse products and trends, significantly enhancing brand visibility and educating consumers about the industry.

Trending Natural and Organic Products: There’s an increasing consumer shift towards natural and organic beauty and personal care products in Saudi Arabia. This trend is motivated by health awareness, environmental concerns, and a preference for products devoid of harmful chemicals.

Evolving Standards of Beauty: Changing societal norms and evolving beauty standards significantly influence consumer preferences. There’s a noticeable demand for products that accentuate natural beauty, promote diversity, and embrace inclusivity, reflecting the changing landscape of the beauty and personal care market.

Compliance Guidelines for Cosmetic Businesses in Saudi Arabia

A thorough knowledge of Saudi Arabia’s cosmetic regulations is essential for companies aiming to prosper in this thriving market. Working with regulatory experts and keeping abreast of the latest requirements can help businesses achieve smooth market entry and ensure sustained compliance within the fast-evolving Saudi cosmetics sector.

SFDA Registration: The Saudi Food and Drug Authority (SFDA) mandates the registration of all cosmetic products before they enter the Saudi market. This process requires submitting comprehensive product details, including formulation and safety information. Adherence to SFDA standards is vital for legal market presence.

Ingredient Guidelines: Saudi regulations restrict or ban certain cosmetic ingredients due to health risks or cultural sensitivities. Companies must align their product formulations with the SFDA’s approved ingredient list to ensure regulatory compliance and consumer safety.

Labelling Standards: Product labels in Saudi Arabia must include essential details in Arabic, such as the product name, usage instructions, and safety warnings, ensuring clarity and compliance with SFDA labelling requirements.

Halal Certification: While not obligatory, Halal certification can boost consumer confidence and marketability of cosmetics in Saudi Arabia. Companies should adhere to guidelines from recognized Halal certification authorities to meet Islamic law standards.

Start Your Saudi Business Journey with Al Taasis

Enter Saudi Arabia’s flourishing beauty and personal care industry. Al Taasis offers unparalleled services tailored to your unique challenges of entering the Saudi market. From initial business registration to ensuring full legal compliance with Saudi Arabia’s specific regulations, Al Taasis stands by your side. Our expertise extends beyond mere establishment, providing strategic advice and solutions for sustainable growth within the sector. With Al Taasis, you gain a trusted partner dedicated to making your business thrive in one of the Middle East’s most lucrative markets.

Contact us to know more about the prerequisites of your business journey.