Colour Cosmetics in Saudi Arabia

PROSPECTS

Social media and online retailing play vital role in fuelling demand for colour cosmetics

Due to fast-growing internet penetration in Saudi Arabia, fashion and beauty bloggers such as Huda Kattan, Model Roz and Maya Ahmad continues to play a vital role in educating women through tutorials on how to use colour cosmetics, new make-up trends, and new product launches thus influencing their purchase. Accordingly, many women in Saudi Arabia are becoming more fashion and beauty conscious and are fuelling demand for colour cosmetics in the Kingdom.

Facial make-up witnesses highest demand in 2017

The blusher/bronzer/highlighter subcategory remains new to the Saudi market and records the highest growth within colour cosmetics. Tutorials on how to contour are widespread on different social media platforms driving demand for these products.

Price reductions and promotions reduce average unit price growth

The entrance of new premium brands in Saudi Arabia such as Huda Beauty, Benefit, Kat Von D, Fenty Beauty and Oud Milano increased the average unit price in 2017. Nevertheless, the battle between colour cosmetics brands and distribution channels as well as the rise of private label are leading to increased promotional activities in Saudi Arabia, keeping the growth rate at a slower pace.

COMPETITIVE LANDSCAPE

L’Oréal Middle East FZA leads colour cosmetics in 2017

Colour cosmetics in Saudi Arabia is a relatively concentrated category, with the top four companies accounting for almost three fifths of total value sales. Shares are split fairly evenly between the four, with L’Oréal Middle East FZE maintaining a slight lead over Make Up For Ever Paris.

Beauty specialist retailers continues to dominate colour cosmetics distribution

Sephora, Wojooh, Paris Gallery and Vavavoom continue to dominate colour cosmetics due to ongoing expansion of retail outlets, online presence through social media platforms, websites and mobile apps, and the emerging trend of private label and loyalty programmes. Sephora enjoys the highest performance due to its private label Made in Sephora and exclusively offering a selection of brands such as Huda Beauty, Kat Von D, Too Faced and Marc Jacobs Beauty.

Private label continues to emerge

The introduction of private label lines such as Sephora and Wojooh with their massive range of products is enjoying success among women in Saudi Arabia. Women in Saudi Arabia are starting to use colour cosmetics more often due to joining the workforce and increased care about their personal appearance thus opting for private label which provides them with high-quality products at affordable prices.

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