Colour Cosmetics in Saudi Arabia

PROSPECTS

Colour cosmetics brands continue to focus their advertising campaigns on social media platforms

With Saudi Arabia having the highest number of active users in the region on most social media platforms, including Facebook, Instagram, Twitter and Snapchat, colour cosmetics brands continue to focus their advertising campaigns on social media. Moreover, colour cosmetics brands continue to showcase their products through social media influencers.

Facial make-up continues to see the highest growth

Facial make-up continues to see the highest growth in colour cosmetics primarily due to the trends towards demand for contouring, highlighting and strobing products, which are becoming essential make-up items. These trends are being driven in part by widespread tutorials on social media platforms.

Colour cosmetics witness a slight price increase

From 1 January 2018, a 5% Value Added Tax was imposed on all goods and services affecting unit prices across all beauty and personal care categories. Moreover, the growing trend of palettes in most colour cosmetics categories is also increasing unit prices.

COMPETITIVE LANDSCAPE

Make Up For Ever retains lead in colour cosmetics

The leading player in colour cosmetics, Make Up For Ever, continues to benefit from consumer loyalty, especially among make-up artists and social media influencers, thanks to its wide range of high-quality colour cosmetics products. Moreover, the company has established extensive coverage of key distribution channels, with a presence through retailers such as Sephora, Wojooh, Paris Gallery, Debenhams, and Vavavoom, as well as its own retail outlets in Saudi Arabia.

Beauty specialist retailers remain the largest distribution channel

Sephora, Wojooh, Paris Gallery, and Vavavoom reinforced their strong positions in the distribution of colour cosmetics at the end of the review period due to the ongoing expansion of their store networks, strong online presence through social media platforms, e-commerce websites and mobile applications, and the emerging trend of private label and loyalty programmes. Sephora is seeing the strongest performance due to its private label brand, Made In Sephora, and the exclusive offering of a selection of brands, including Huda Beauty, Kat Von D, Too Faced and Marc Jacobs Beauty.

K-beauty emerges in the Saudi market

K-beauty brands continued to emerge in the Saudi market at the end of the review period. Nature Republic opened its first store in Saudi Arabia in Al Nakheel Mall-Riyadh through an agreement with local retailer, Fawaz Alhokair, and Al Shaya Group opened the first Etude House store in Saudi Arabia in Granada Center- Riyadh.

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