Saudi Arabia’s $8.1 Billion Beauty Market Draws Global Brands as Young Consumers Drive Growth
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RIYADH — Saudi Arabia’s beauty industry is rapidly emerging as one of the Gulf’s most important consumer markets, driven by a young, digitally connected population, rising demand for premium products and growing interest from major international retailers.
The Kingdom’s beauty and personal care market is valued at around $8.1 billion, according to Euromonitor International data cited by WWD, after recording growth of approximately 8% in 2025.
That makes Saudi Arabia the largest beauty market in the Gulf Cooperation Council, significantly ahead of neighboring markets including the United Arab Emirates and Kuwait.
The expansion is attracting major global beauty retailers seeking a larger presence in the Kingdom.
US beauty retailer Ulta Beauty is preparing to enter Saudi Arabia through its partnership with Alshaya Group, with a first location planned at Red Sea Mall in Jeddah and another expected at Riyadh Park.
Ulta has already been expanding across the Middle East, opening stores in markets including Kuwait and the United Arab Emirates.
The company sees Saudi Arabia as a key growth opportunity because of its highly engaged beauty community and strong consumer momentum.
Saudi shoppers are also becoming increasingly sophisticated in how they discover and evaluate products.
Euromonitor identifies social media, influencer engagement, e-commerce and omnichannel retail as major forces reshaping purchasing behavior in the Kingdom.
Consumers are increasingly researching ingredients, formulations and product performance rather than relying solely on brand recognition.
Demand is particularly strong for products positioned around efficacy, preventative care and scientifically supported results.
Among the categories showing some of the strongest momentum are fragrances, skincare, hair care, sun care and dermocosmetics.
Fragrance remains especially important in the Saudi market because of its deep cultural role.
Oud, musk, rose and other traditional scent profiles continue to influence both local brands and international companies seeking to appeal to Saudi consumers.
Established Saudi fragrance businesses including Arabian Oud and Abdul Samad Al Qurashi operate alongside a growing generation of locally developed beauty brands.
Homegrown companies are also becoming more prominent.
Asteri, founded by Saudi entrepreneur Sara Al Rashid in 2023, has expanded its retail footprint across Saudi Arabia and other Middle Eastern markets, offering products developed with regional consumers and climate conditions in mind.
Saudi beauty label Moonglaze has similarly gained international exposure, reflecting growing demand for brands created within the Kingdom.
The rise of domestic beauty companies is occurring alongside a well-established international retail presence.
Sephora has operated in Saudi Arabia for years, while Faces maintains a broad network of stores across the country. Luxury retailers and international beauty brands have also expanded their presence in Riyadh, Jeddah and other major cities.
Saudi Arabia’s demographics provide another powerful driver.
A large share of the country’s population is young, creating a consumer base that closely follows global trends across markets such as South Korea, Japan, Europe and the United States.
That international awareness is helping accelerate demand for new formulations, emerging brands and digitally driven beauty trends.
The broader transformation of Saudi consumer spending also forms part of the picture.
Greater workforce participation by women and economic changes linked to Vision 2030 have helped reshape retail, entertainment, fashion and lifestyle spending across the Kingdom.
Beauty companies are increasingly responding with strategies that combine physical stores, digital platforms and social media rather than relying on traditional retail alone.
Euromonitor says brands seeking long-term growth in Saudi Arabia will need to understand changing consumer priorities around wellness, science-backed products and the digital shopping journey.
Saudi Arabia’s economic resilience is also supporting the sector despite wider regional uncertainty. The International Monetary Fund has said the Kingdom continues to benefit from strong economic fundamentals and diversified transport and energy infrastructure, although a prolonged regional conflict could still weigh on growth and investment.
For global and Saudi beauty companies alike, the result is an increasingly competitive market in which consumers have more choice — and higher expectations.
With international retailers expanding, domestic brands gaining prominence and younger shoppers shaping purchasing trends online and offline, Saudi Arabia is positioning itself as one of the Middle East’s most closely watched beauty markets.
