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

Country Analysis:
Beauty E-commerce
Across MENA Markets

Saudi Arabia: The Digital
Beauty Powerhouse
Saudi Arabia stands as the region’s largest
Beauty E-commerce: e-commerce market, with beauty and personal care products
Market Dynamics and Growth Trajectories representing a significant portion of online sales. The kingdom’s

The beauty and personal care e-commerce sector has emerged e-commerce market size post-COVID-19 was forecast to reach
as one of the most dynamic segments of MENA’s digital approximately $13.3 billion by 2025, with consistent growth from
economy. Year-on-year sales growth for beauty and cosmetics $8.3 billion in 2020. This expansion is supported by high levels of
e-commerce in the EMEA region (which includes MENA) smartphone penetration and a youthful, digitally savvy population.
demonstrated remarkable performance in 2023, with growth
rates of 5% in June, climbing dramatically to 52% in September,
and settling at 42% in November. This volatility reflects both
seasonal purchasing patterns and the increasing comfort of
consumers with online beauty purchases.

The beauty e-commerce landscape in Saudi Arabia is
characterized by both international and local platforms. Noon,
Amazon.sa, and Sary have established strong positions in the
market, while luxury beauty retailers like Ounass cater to the
premium segment. The conversion rate for online shopping in
The expansion of beauty e-commerce in MENA is driven Saudi Arabia has strengthened significantly, with approximately
by several factors. Internet penetration in Northern Africa 13.8% YoY growth in traffic to beauty and cosmetics websites
reached 73% as of February 2025, while Western Asia (including as of 2024.A noteworthy development is the increasing
most Middle Eastern countries) achieved 75.9%. This digital penetration of online banking in Saudi Arabia, projected to
connectivity has created fertile ground for beauty e-commerce, reach 71.19% by 2029, facilitating smoother e-commerce
particularly among younger demographics who demonstrate transactions. Additionally, the credit card penetration rate
high engagement with online shopping. According to research, continues to rise, though digital wallets are gaining momentum
89% of youth in MENA shopped online “a few times a month” as the preferred payment method for beauty purchases.
in 2022, compared to just 50% in 2018—a dramatic shift in
consumer behavior over a relatively short timeframe. Qatar: Premium Beauty in a Digital Context
Monthly data traffic per smartphone in MENA has also soared, Qatar’s beauty e-commerce market is distinguished by its
reaching 10.36 exabytes per month in 2024 and projected high spending power and preference for premium beauty
to climb to 28.34 exabytes by 2029. This exponential growth products. With e-commerce representing approximately 10%
in mobile data consumption aligns with the increasing of total retail in Qatar as of 2022, the market has significant
predominance of mobile shopping, with mobile devices room for growth. The country’s wealthy consumer base and
accounting for the majority of beauty and personal care high internet penetration create favorable conditions for luxury
e-commerce transactions in the region. beauty e-commerce. Food delivery platforms like Talabat and

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