Competitive Landscape
Leading Manufacturers Adapt to Evolving Competition Amid Gradual Concentration Shifts
The landscape of mass beauty and personal care in Saudi Arabia in 2025 was fragmented with Binzagr Lever Ltd (Unilever Arabia) maintaining the leading position at a 14% share in 2025, although its share has gradually declined from 18% in 2020. L'Oréal Middle East FZE has notably increased its share to 9% in 2025, reflecting successful strategies that resonate with local consumers.
Private Label Growth and Promotional Strategies Drive Differentiation and Consumer Loyalty
Private label products play an increasingly important role in Saudi Arabia’s mass beauty and personal care, driven by consumers’ heightened price sensitivity combined with a desire for reliable quality. Retailers, notably Nahdi Medical Company, have expanded their private label portfolios with brands such as Orex, Qamar, Velveta, Viora, and Active Go, covering a broad range of beauty and personal care categories.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Saudi Arabia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Mass Beauty and Personal Care in Saudi Arabia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Mass Beauty and Personal Care in Saudi Arabia?
- Which are the leading brands in Saudi Arabia?
- How are products distributed in Saudi Arabia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Mass Beauty and Personal Care in Saudi Arabia - Category analysis
Key Data Insights
Mass Beauty and Personal Care Summary
Value-Seeking Behaviour and Evolving Price Tiers Drive Category Dynamics
Mass Hair Care Leads Growth Driven by Affordability and Innovation
Digital Consumer Journey Fuels Brand Visibility and Online Sales Growth
Mass Hair Care to Remain Dominant While Fragrances Lead Growth
Mass Brands to Embrace Masstige and Digital Engagement to Capture Consumers
Innovation and Private Label Growth to Drive Competitive Dynamics and Expansion
Leading Manufacturers Adapt to Evolving Competition Amid Gradual Concentration Shifts
Private Label Growth and Promotional Strategies Drive Differentiation and Consumer Loyalty
Beauty and Personal Care in Saudi Arabia - Industry Overview
2025 Developments
Key Data Insights
Rising Demand for Science-Backed Formulas and Dermocosmetics Fuels Growth
Lifestyle-Driven Beauty Balances Aspirational Purchases with Credible Solutions to Drive Growth
Specialists Leverage Digital Growth to Enhance Market Leadership
Preventative Health and Wellness to Drive Sustained Category Growth
Aspirational and Clinically Backed Innovation to Fuel Growth
Brands to Leverage Digital and Omnichannel Strategies to Capture Evolving Consumer Demand
Leading Players’ Heritage and Distribution Reinforce Landscape Lead Amid Evolving Competition
Jadwa Investment’S Stake Acquisition and K-Beauty Trends Signal Growth Avenues and Market Reshaping
Beauty Specialists Lead Offline Retail While Grocery Retailers Lose Shares
Retail E-Commerce Accelerates Growth by Enhancing Accessibility and Convenience
Ulta Beauty and Alif Perfume Mall Exemplify Evolving Experiential Retail Trends
Country Reports Disclaimer
The following categories and subcategories are included:
Mass Beauty and Personal Care
- Mass Baby and Child-specific Products
- Mass Bath and Shower
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- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
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- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
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- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
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- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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- Mass Firming Body Care
- Mass General Purpose Body Care
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- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
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- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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