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These include: beauty scene with a diverse consumer base. With its growing
1. Economic diversification – the strategic framework of population Dammam presents an increasing opportunity for
Vision 2030 has created a greater focus on the beauty brands. Other regions are also contributing to the profile of
and wellness sectors, promoted entrepreneurship and the country’s beauty landscape.
provided a favourable environment for local beauty
brands and those looking to enter the market. WOMEN LEADING THE WAY
2. High-spend market – Saudi consumers have a strong The rise of the female beauty entrepreneur is a noteworthy
preference for luxury beauty products, particularly in characteristic in Saudi Arabia and the MENA region. In many
make-up, skincare and fragrances. This higher spending is ways how their beauty industry is evolving is becoming a
reflective of the shifting cultural norms and an increased narrative of the overall social and cultural shifts taking place.
receptivity to global beauty influences.
3. Generational influx – the influence of the dominant
younger population (over 63% are under the age of 30),
their purchasing behaviour is shaped by global trends,
social media and e-commerce, and can be seen through a
more diversified approach to daily regimes.
4. Increase in opportunities – both home-grown and
international brands are benefitting from the increase
in events such as Beautyworld Saudi Arabia, the greater
diversity of retail and the evolving channels to the
consumer.
5. Cultural shift – the change in societal norms have led to an
evolution of beauty standards that is reflected by a rising
popularity in make-up and skincare regimens.
6. E-commerce revolution – the digital transformation
continues to make beauty more accessible and has been
instrumental in introducing a greater variety of available
products. This in combination with competitive pricing
and a focus on personalised shopping experiences
have been the main drivers behind the industry’s
growth. Scaling one-to-one relationships and authentic
connections with the customer is key to success in the
region.
7. Social Media – with Saudi Arabia’s high internet and social
media penetration, it is easy to see how this channel is at
the forefront of communication channels in the market.
Instagram, Snapchat, Facebook and TikTok are popular
while there is also a high YouTube watch time per capita.
By creating easy access to trends and new products,
providing inspiration and education as well as enhancing
brand visibility, social media is vital asset for any beauty
brand in the region.
8. Clean Beauty – the trend for natural and organic products
is linked to health and wellbeing, environmental
Muzon Ashgar
concerns and a strong preference to avoid harmful
ingredients. With local brands this is reflected by the
uplift in appreciation of natural indigenous plants as hero One of the most successful local beauty founders is Muzon
ingredients. Ashgar, Founder & CEO of MZN Bodycare, which when it
launched in 2015 was the first Saudi handmade skin care
A further consideration is the regional dynamics. Riyadh, the brand. Led by Muzon Ashgar, the brand is the story
capital city, is a significant market for beauty and personal of women supporting women, from vision to creation
care, the large urban population are focusing more on MZN Bodycare is a women-only operation.
personal grooming and appearance. The more commercial As Muzon explains, “Supporting and empowering
and cosmopolitan city of Jeddah has a vibrant fashion and women has always been at the heart of MZN Bodycare. When

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