Is Arabian Beauty the Next Big Thing?

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 LINE: A linear, car-free city stretching 170 kilometres, where communities will be built around a central spine and transportation will be fully automated, with a focus on sustainability and walkability.
  • OXAGON: A high-tech industrial city that aims to be a hub for innovation in advanced manufacturing and sustainable technology.
  • TROJENA: An outdoor destination focused on adventure tourism, featuring ski resorts, nature reserves, and luxury hotels.
  • ENOWA: NEOM’s water and energy company, focusing on green hydrogen production and renewable energy to make NEOM a leader in clean energy technologies.

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.

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