A look at the KSA beauty landscape

The beauty and personal care market in Saudi Arabia was worth $5 billion in 2018, estimates Euromonitor International. This market is expected to touch $5.2 billion in 2023 at a CAGR of 1% at constant value terms during the next five years.

“Increased awareness in Saudi Arabia about beauty and personal care products/trends is largely due to high internet penetration,” explains Amna Abbas, senior analyst for beauty and fashion at Euromonitor International. “It is, thus, quite easy to reach a large number of active users on most social media platforms – including Facebook, Instagram, Twitter and Snapchat – driving demand for beauty and personal care products.”

“Consumers are also becoming more fashion and beauty conscious due to social visits, gatherings as well as women joining the workforce. In addition, social media influencers who continue to showcase beauty and personal care products through tutorials and reviews play a big role in the growth of the beauty market in Saudi Arabia,” she adds.

The average spend per capita on beauty and personal care products in Saudi Arabia stood at $150 in 2018. Needs and hygiene-based categories such as baby and child specific products, bath and shower and oral care dominated in terms of demand, witnessing strong growth of 7%, 5% and 3%, respectively.