Saudi Arabia Cosmetics Products Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Saudi Arabia Cosmetics Products Market Analysis

The Saudi Arabia Beauty And Personal Care Market size is estimated at USD 1.06 billion in 2025, and is expected to reach USD 1.55 billion by 2030, at a CAGR of 7.80% during the forecast period (2025-2030).

The beauty and personal care industry in Saudi Arabia is experiencing significant transformation driven by changing consumer demographics and modernization initiatives. The increasing female workforce participation, which stands at 27.8% according to World Bank data, has created a new consumer segment with greater purchasing power and specific beauty needs. This demographic shift has led to increased demand for premium beauty and professional-grade beauty products. The retail landscape is evolving rapidly with the expansion of specialty beauty stores and luxury department stores, offering consumers access to a wider range of international and local brands. Additionally, the country's economic diversification efforts under Vision 2030 have created new opportunities for beauty and personal care brands to establish local manufacturing facilities.

The digital transformation of Saudi Arabia's beauty retail sector has been remarkable, with internet penetration reaching 100% in 2022 according to World Bank data. This high digital connectivity has revolutionized how consumers discover, research, and purchase beauty products. Beauty retailers are increasingly adopting omnichannel strategies, integrating physical stores with digital platforms to provide seamless shopping experiences. The rise of virtual try-on technologies, AI-powered skin analysis tools, and personalized product recommendations has enhanced the online shopping experience, making it more interactive and personalized.

The influence of Korean beauty trends has gained significant momentum in Saudi Arabia, with K-beauty products achieving a popularity rate of 54.6% in 2022 according to the Korean Foundation for International Cultural Exchange. This trend has led to increased demand for multi-step skincare routines, innovative ingredients, and products focusing on achieving "glass skin." Major beauty retailers have expanded their K-beauty offerings, and several Korean beauty brands have established a direct presence in the Saudi market through partnerships with local distributors. The success of K-beauty has also inspired local brands to incorporate similar innovative approaches in their product development.

The market is witnessing a strong shift towards luxury beauty segments, particularly in skincare and fragrances. Saudi consumers are increasingly seeking cosmetics that offer unique experiences, innovative formulations, and prestigious packaging. The trend towards premiumization is particularly evident in the rise of niche fragrance brands and luxury beauty skincare lines. Retailers are responding by creating dedicated spaces for premium beauty products and offering exclusive services such as beauty consultations and personalized product recommendations. This premiumization trend is also driving innovation in product formulations, with brands incorporating rare and precious ingredients to justify higher price points and meet sophisticated consumer preferences.

Saudi Arabia Cosmetics Products Market Trends

Growing Influence of Social Media and Impact of Digital Technology on the Market

The emergence of evolving technologies, including smartphones, personal computers, the internet, e-commerce, social media, and digital marketing strategies, has transformed the landscape of the personal care products market in Saudi Arabia. According to the International Telecommunication Union, the number of internet users in Saudi Arabia reached 36.3 million in January 2023, demonstrating the massive digital penetration in the country. This extensive digital reach has enabled beauty and personal care products brands to leverage social media platforms effectively for product launches, consumer engagement through tutorials, and promotional campaigns. The latest data from Google search reveals a significant surge in skincare-related searches in Saudi Arabia, with the category growing by 71% from 2019 to 2022, indicating consumers' increasing interest in discovering new brands and products.

Leading brands are capitalizing on this digital transformation through strategic social media initiatives and influencer collaborations. For instance, in March 2022, L'Oréal Paris celebrated Women's Month via a series of decisive moments at Riyadh Boulevard, featuring over 100 prominent figures, including the brand's Saudi spokesperson, singer, and actor, Aseel Omran. Similarly, in February 2020, MAC collaborated with prominent Arab influencers, including Jordanian make-up artist Hindash, Kuwaiti influencer Farah Al-Hady, and Saudi make-up artist Nora Bo Awadh, for a new lipstick range launch. The digital landscape has particularly benefited smaller companies and start-up brands that lack large marketing budgets or offline retail presence, allowing them to reach and engage with their target audience effectively through social media platforms.

Consumers' Inclination Towards Natural/Organic Beauty Formulations

The beauty and personal care market in Saudi Arabia is experiencing a significant shift towards natural beauty products and organic beauty formulations, driven by increasing consumer awareness about synthetic chemicals and their potential side effects. According to a study conducted by Saudi Arabia's King Faisal University in December 2020, approximately 81.89% of consumers agreed or strongly agreed that cosmetics with organic ingredients were better for the environment, while 56.4% stated they would prefer to use cosmetics with organic ingredients. This growing consciousness has prompted manufacturers to revamp their product portfolios by introducing a wide range of organic skincare products containing plant-based, clean-label ingredients, with claims such as 'organic,' 'vegan,' 'natural,' 'chemical-free,' and 'cruelty-free.'

The market has witnessed several strategic launches catering to this trend. For instance, in June 2023, Saudi Arabian beauty brand Asteri expanded its product portfolio by launching lip care products, including lip balm, with a focus on sustainability and environmental consciousness. Similarly, in March 2022, Bayer launched a newly formulated Bepanthen Derma skincare line in Saudi Arabia, featuring concentrated natural ingredients and vitamins, free from fragrance, color, and preservatives. The existence of modern-age technology has also contributed to this trend, resulting in the introduction of innovative solutions in the sensitive skincare segment, encouraging consumers who actively seek "free-from" skincare products that address various skin issues like pigmentation, irritation, and burns.

Deterring Oral Health

Oral diseases have emerged as a serious concern in Saudi Arabia, particularly affecting the younger population. According to the Ministry of Health Saudi Arabia, dental caries (tooth decay) affects Saudi children at an alarming rate of 96% in the 6-year age group and 93.7% in the 12-year age group. Additionally, according to WHO data from 2019, the prevalence of untreated caries of deciduous teeth in children aged 1-9 years was 53.2%. These statistics highlight the critical need for proper dental care and oral care products in the country, driving the demand for advanced oral care solutions.

The government and private sector have initiated several programs to address these concerns. For instance, the Saudi Dental Society (SDS) and Colgate have joined forces to launch initiatives designed to enhance oral care habits across the Kingdom through the "Pledge to Enhance Oral Health Care in KSA by 2023" program. Other significant programs include "The National Oral Health Programme" for Primary School Children, the "Ante-natal Preventive Dentistry Program," and the "Health Tents Campaign." These initiatives have helped increase consumer awareness regarding oral health hygiene and, in turn, have boosted consumer expenditure on oral care products. Leading FMCG companies are responding to this trend by expanding their oral care portfolio with new and niche categories such as mouth sprays, herbal mouth cleansers, and advanced electric toothbrushes.

Segment Analysis: Product Type

Deodorants and Perfumes Segment in Saudi Arabia Beauty and Personal Care Market

The deodorants and perfumes segment dominates the Saudi Arabia beauty and personal care market, commanding approximately 36% of the total market share in 2024. This segment's prominence is driven by the region's cultural emphasis on fragrances, particularly in the use of traditional Arabic perfumes like oud and musk. The segment is also experiencing the fastest growth trajectory, projected to expand at around 9% during 2024-2029, driven by increasing consumer preferences for premium and luxury fragrances. The growth is further supported by the rising adoption of natural and organic deodorants, along with the introduction of innovative products that cater to local preferences. Major international brands are increasingly collaborating with local perfume houses to create unique fragrances that blend Western and Middle Eastern scent profiles, while local players are expanding their premium offerings to meet the sophisticated demands of Saudi consumers.

Remaining Segments in Saudi Arabia Beauty and Personal Care Products Market

The market's diverse portfolio includes several other significant segments that contribute to its overall dynamics. Haircare products represent the second-largest segment, driven by increasing awareness of hair health and growing demand for specialized treatments. Skin care products maintain steady growth through innovation in anti-aging and brightening products, while color cosmetics are gaining traction due to increasing social media influence and beauty awareness. Bath and shower products continue to evolve with natural and organic variants, while the oral care segment is expanding through advanced dental care solutions and innovative product formulations. Each segment demonstrates unique growth patterns influenced by changing consumer preferences, technological advancements, and increasing health consciousness among Saudi consumers.

Segment Analysis: Category

Mass Segment in Saudi Arabia Beauty and Personal Care Market

The mass beauty segment dominates the Saudi Arabia beauty and personal care market, holding approximately 57% market share in 2024. This significant market position is driven by the increased per capita spending on beauty products coupled with a substantial increase in the female workforce and employment rate. The segment's growth is further supported by the rising demand for anti-aging products such as face creams, serums, and eye creams in the mass beauty category. These products are seeing a surge in demand due to factors like rising pollution and unfavorable weather conditions. To seize the potential market for mass items, competitors are developing extensive and distinctive product lines as well as new product offerings, with a strong focus on the price-to-performance ratio as value for money becomes increasingly popular among consumers.

Premium Segment in Saudi Arabia Beauty and Personal Care Market

The premium beauty segment is projected to experience the fastest growth in the Saudi Arabia beauty and personal care market during 2024-2029, with an expected growth rate of approximately 8%. This accelerated growth is primarily driven by consumers' strong preference for products perceived to be made from natural ingredients and free from synthetic additives. Middle-aged Saudi customers experiencing aging anxiety are increasingly looking for beauty products made with natural or herbal ingredients, boosting the demand for natural, premium beauty category products. Leading players are utilizing robust digital resources like online promotion and advertisement to maintain a sturdy online presence, which is vital for the success of the premium beauty and personal care segment. Furthermore, social media influencers have become increasingly popular in sharing their beauty routines, with both domestic and foreign beauty companies leveraging influencers to expand their brand awareness and connect with new customers.

Segment Analysis: Distribution Channel

Specialty and Health Stores Segment in Saudi Arabia Beauty and Personal Care Products Market

Specialty and health stores dominate the Saudi Arabian beauty and personal care products market, commanding approximately 46% of the total market share in 2024. These stores offer greater visibility, a wide variety, and updated product types, making them a preferred retail channel for both end users and vendors. The segment's strength lies in its dedicated experts who provide personalized information about product benefits while addressing consumer queries and grievances immediately. These stores also maintain separate sections for different beauty and personal care products, allowing consumers to compare various options before making informed purchase decisions. Additionally, specialty stores have been successful in curating niche and independent brands that are not easily found in traditional retail outlets, offering exclusive or limited-edition products through strategic partnerships with beauty brands.

Online Retail Segment in Saudi Arabia Beauty and Personal Care Products Market

The online retail channel is experiencing remarkable growth and is projected to expand at approximately 11% during 2024-2029, emerging as the fastest-growing distribution channel in the Saudi Arabian beauty and personal care products market. This growth is primarily driven by the convenience factor and the increasing internet penetration in the country. E-commerce platforms offer customers the flexibility to browse and shop for products 24/7, while also providing access to a vast variety of personal care products that cater to specific needs and preferences. The segment's growth is further bolstered by subscription services offered by major online retailers, allowing customers to receive regular deliveries of their favorite products at discounted rates. Additionally, online platforms are enhancing the shopping experience through live chat features, beauty tutorials, and expert advice, replicating the educational experience typically found in physical stores.

Remaining Segments in Distribution Channel

The supermarket/hypermarket and other distribution channels continue to play vital roles in the Saudi Arabian beauty and personal care products market. Supermarkets and hypermarkets benefit from convenient shopping experiences and the availability of various brands under one roof, often complemented by attractive promotional offers and product demonstrations. The other distribution channels, including convenience stores, traditional grocery retailers, forecourt retailers, direct selling, and home shopping, cater to specific consumer segments with unique shopping preferences. These channels often focus on providing specialized product selections tailored to regional preferences and maintaining strong relationships with local communities through personalized service and accessibility.