RIYADH: Amid growing economic opportunities for Saudi women and their increasing participation within the workforce, another stunning financial reality is emerging: sales of colored cosmetics in Saudi Arabia are steadily rising.

The growth within sales, however, is not only due to women’s economic participation. There are also social aspects, including the presence of many famous Saudi makeup artists on social media, the style of celebrities in various TV dramas, and major events taking place in the Kingdom and other Gulf region countries.
All these factors combined placed Saudi Arabia, a country with a population of nearly 35. 5 million, at the particular top associated with the Gulf of mexico markets with regard to colored cosmetics, researchers plus stylists said.

• Saudi Arabia and its Gulf neighbors, in particular, and Arab nations in general, are considered the driving force for international cosmetic companies because of the high demand and the fast growth rates.

• The global value of the beauty plus personal care industry in 2021 was estimated at $530 billion, with a growth rate of 7 percent. The particular Middle East and North Africa recorded nearly $36 billion, rising 15 percent annually.

Saudi’s color cosmetics market was worth nearly SR2. 3 billion dollars ($615 million) in 2021, and has recorded the growth price of 18 percent, stated Amna Abbas, a consultant in beauty, health and fashion in Euromonitor, a market research company headquartered in London.  

The colored makeup products category “has witnessed the strong rebound to pre-pandemic levels in the Kingdom inside 2022. In the next five years, retail sales are set to grow at a compound annual growth rate of 6 percent, reaching SR3 billion by 2026, ” Dubai-based Abbas told Arab Information.

In a perfect world

Saudi Arabia as well as Gulf neighbors, in particular, and Arab countries within general, are believed a driving force regarding international cosmetic companies due to the high demand as well as the fast growth rates, according to industry reports.

International Euromonitor figures show that the global value associated with the wonder plus personal treatment industry in 2021 was estimated from $530 billion dollars, with a growth price of seven percent. The particular Middle Eastern and Northern Africa documented nearly $36 billion, rising 15 % annually.


Working women in a department store look with each other as members of one family, says
Asma Lootah, UAE-certified stylist, celebrity makeup artist

Beauty and personal care products include hair care, fragrances, skin care, bath and shower and colour cosmetics. Other products, such as men’s grooming, oral care, deodorants, and sunscreen, follow the hierarchy.

A considerable part of the cosmetic product sales in the particular Arab region comes from particularly Saudi Persia and the UAE. Researchers mentioned the two countries contributed to a strong rebound associated with growth within the cosmetics business.

Both nations witnessed the return of occasions and events on state, business and personal levels, including huge gatherings related to NEOM in Saudi Arabia, the particular World Expo in Dubai, and the World Cup in Doha. In addition , growing numbers associated with tourists in order to both Saudi Arabia plus the UAE, after easing travel restrictions in the particular post-pandemic era, are also considered among the factors behind the high cosmetics sales.

According to Research & Markets, the Dublin-based study organization with hundreds of clients around the globe, the Gulf Cooperation Council color cosmetics markets, which was “estimated at $1. 27 billion in 2021, is expected to increase to $2. 31 billion dollars by 2030 at a compound yearly growth rate of six. 8 percent. ”

The report concluded that Saudi Arabia has the highest product sales of aesthetic products in the Gulf area due in order to its large population and an improving number of women within the workforce.

More economic opportunities intended for Saudi ladies give them “more incentive to invest in colour cosmetics to portray the well-groomed plus professional appearance, ” said Abbas.

Growing demand for makeup

Asma Lootah, an UAE-certified stylist and celeb makeup performer, does not believe wearing makeup is mainly connected to going to work but to social factors.

“It is related to certain social norms, for example, when a woman compares herself with other females within the family members or her friends. This is what could make a woman wear makeup or not, ” Lootah told Arabic News.


Amna Abbas

And in Saudi Arabia, the social network offers significant importance, Lootah stated. “Saudi woman looks on her working environment while a form of interpersonal gathering…Working females in a department store look at each other as members of one loved ones. The dynamics (among the particular workers) are usually different from us (in UAE), ” she explained. In UAE, there are different nationalities of workers, “but in Saudi Persia, they are all (or most of them are ) Saudis. ”

The exclusive and beautiful cosmetics category has witnessed a strong come back to pre-pandemic levels within the Kingdom in 2022. In the next five years, retail sales are usually set in order to grow at a compound annual development rate associated with 6 %, reaching SR3 billion by 2026.

Amna Abbas , Consultant in beauty, health and fashion in Euromonitor

Furthermore, the particular active presence of many famous Saudi female make-up artists upon social networking increases the need for makeup, stressed Lootah.     Saudi women follow celebrities, influencers and official accounts of their favorite color cosmetics brands on sociable media to stay up to date, mentioned Abbas.

In response, “players (cosmetic companies) routinely collaborate along with celebrities, influencers and make-up artists to promote their items and align their manufacturers with the latest global elegance trends, ” she added.

In 2021, Sephora, the French multi-national personal care and attractiveness product retailer, created a good exclusive capsule range with (Saudi) local makeup guru Waad Al-Turki. It also created a limited-edition box of color makeup with community artist (Saudi designer) Ethar Balkhair in order to celebrate International Women’s Day.

Al-Turki has 2 . 8 million followers on her Instagram and is among the top renowned Saudi makeup performers. In addition, Nora Bo Awadh, who has 3. 6 mil followers, plus Zainab Muabber, who provides almost half-a-million followers on Instagram, will be among the famous makeup artists inside Saudi Arabia.

“Thanks to the further education and knowledge amongst new generations and social media marketing, there is usually an increase in demand to get colored cosmetic makeup products, ” said Dima Saad, marketing director at Clarins, a well-known French beauty and skincare brand that has 600 boutiques and counters in outlets such as Debenhams plus Sephora the particular Middle East.

Clarins, Saad explained, looks at the Saudi market as one of the significant future growth markets in the Arab region because it is quick growing. However, the brand will not yet have its boutique within the Empire, hoping it will result in the future.

Not just skin deep

Lamis Beauty shop is another beauty products business pertaining to Korean brand names. It is definitely entering the particular Saudi market through being section of the make-up store associated with Watsons, a Hong Kong chain meant for health and beauty treatment.
Being part of four Watsons stores in Riyadh, Kate Wooyeon Park can be offering Korean products to the Gulf marketplace, which she describes as a “young and has lots of potentials” market, where young women have high-spending power and media plays a role too.

“So, in Korean drama, the main character is always beautiful, but they don’t possess heavy makeup…We have the makeup without make-up, ” the girl told Arab News.

“Korean people always focus on skin care first and later makeup. The beauty of Korean products is that will they focus more on glowing plus flawless pores and skin. But in this region, they focus more on makeup like eye makeup, strong lip liners and lipsticks, ” said Park.

For Recreation area, makeup sales constitute nearly 55 percent, while skin care holds thirty-five percent associated with sales. The rest comes through hair plus body products.

However , it is the opposite inside Korea, where women buy more pores and skin care items.

Even among Arab Gulf of mexico countries, make-up preferences amongst women are different. Some like “heavy makeup with smoky eyes. ” But Lootah said others, like in Saudi Persia, prefer the subtle natural make-up.

Meanwhile, well-known cosmetic brands and chains that are aware of the particular social and economic changes in Saudi Arabia are seeking to boost their businesses in the Saudi market additional.

For example , Sephora will have 43 stores in Saudi Arabia this year. It has 86 stores overall in the Gulf area.

“Sephora views the Gulf region like one of its important markets, ” said a Sephora spokesperson in a statement sent to Arabic News. “Most of our regional store network is in the particular Kingdom. Our aim is certainly to bring Sephora closer to the different Saudi communities and make it accessible to everyone. ”

The particular cosmetic business is furthermore resilient, because it is one of the few sectors that endured the universal lockdown.

On the contrary, Lootah stated people became more interested in buying makeup products after the lockdown, as these items sprung “instant happy feelings” when the box was opened.

“Many ladies buy cosmetic makeup products, even if they are not good at wearing makeup, because it gives instant feelings associated with pleasure. ”

 

 

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