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R R E E P P O O R R T T

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 and brands. Other regions are also contributing to the profile of the
wellness sectors, promoted entrepreneurship and provided country’s beauty landscape.
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 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 ingredients. Muzon Ashgar

A further consideration is the regional dynamics. Riyadh, the One of the most successful local beauty founders is Muzon
capital city, is a significant market for beauty and personal Ashgar, Founder & CEO of MZN Bodycare, which when it
care, the large urban population are focusing more on launched in 2015 was the first Saudi handmade skin care
personal grooming and appearance. The more commercial brand. Led by Muzon Ashgar, the brand is the story of women
and cosmopolitan city of Jeddah has a vibrant fashion and supporting women, from vision to creation MZN Bodycare

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