The beauty and spa industry in Saudi Arabia is experiencing significant growth, driven by factors like the country’s youthful population, evolving beauty standards, and increasing demand for wellness services.
This includes NEOM which is a futuristic mega-city project in Saudi Arabia, part of the Kingdom’s Vision 2030 plan to diversify its economy and reduce reliance on oil. Located in the northwest of Saudi Arabia, along the Red Sea, it spans an area of around 26,500 square kilometres, roughly the size of Albania. The city is planned to include several key projects:
The beauty and personal care market is expected to generate a revenue of $5.95 billion in 2024, with an annual growth rate of 4.22% projected until 2028. In the spa sector, day spas are leading in popularity, whilst resort spas show the highest growth rate. The wellness tourism segment is also booming, aligning with Saudi Arabia’s Vision 2030 initiative, which seeks to diversify the economy and promote tourism. Gender-segregated spa facilities cater to both men and women, respecting cultural norms whilst providing luxury and wellness treatments.
A-Beauty on the Rise – In Saudi Arabia, the notion of beauty is undergoing a transformation, driven by the emergence of local brands and the rise of A-Beauty (Arab Beauty). Beauty in the Kingdom is increasingly seen as part of a holistic approach to self-care and wellbeing.
A-Beauty challenges conventional European beauty standards, with nearly half of young people in the MENA region using grooming products to celebrate their cultural heritage. Alongside this cultural pride, Saudi consumers are gravitating toward brands that align with their values, particularly in the areas of halal beauty, sustainability, and cruelty-free practices. There is also a resurgence of interest in traditional ingredients, adapted to modern needs, especially those suited to the local climate.
Local innovators like Asteri Beauty are leading the charge by developing “desert-proof” products that cater to the region’s unique environmental conditions. Similarly, MZN Bodycare focuses on natural remedies, harnessing native plants like date seed oil, prickly pear oil, and pomegranate extract to tackle common skin concerns.
Social media has become a major force in shaping beauty trends and consumer preferences. It offers a dynamic platform where users can easily explore a wide variety of products and emerging trends, making it a vital tool for boosting brand visibility. It also plays a crucial role in educating consumers, providing them with insights into the latest innovations, ingredients, and practices within the beauty industry.
In Saudi Arabia, there is a growing trend toward natural and organic beauty products, driven by a heightened focus on health, environmental concerns, and a desire for clean beauty. This shift reflects global trends, but with a local twist, where traditional ingredients native to the region are gaining attention for their effectiveness and cultural significance. Saudi consumers, particularly the younger generation, are increasingly opting for clean, cruelty-free, and halal-certified products that are free from harmful chemicals like parabens, sulphates, and synthetic fragrances. Ingredients like camel milk, known for its hydrating purposes has become popular in the region.
Need support with expanding your beauty brand? Bespoke Advantage is a London based brand consultancy specialising in working with award-winning brands, retailers, investors, trade bodies and embassies to support you in developing and growing your brand across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’