Competitive Landscape
Leading Brands Face Growing Competition Amid Shifting Market Shares
The men’s grooming landscape in Saudi Arabia is characterised as fragmented in 2025. The Gillette Co continued to hold the largest share but has experienced a significant decline to 9% in 2025, representing a near-halving of its market share over the review period.
Emerging Brands and Digital Innovation Drive Market Diversification and Growth
Emerging companies like Nish Man have made notable inroads in men’s grooming, particularly in beard care, styling and barber-inspired hair products. The brand’s success is attributable to its strong marketing and promotional activities, including social media visibility and influencer collaborations, which effectively engage younger male consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming 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?
Men's Grooming in Saudi Arabia - Category analysis
Key Data Insights
Men's Grooming Summary
Digital Transformation and Premiumisation Fuel Robust Growth in Men’S Grooming
Lifestyle Trends Drive Demand for Versatile Grooming
Preventive Wellness Shift Aids Demand for Clean, Transparent Grooming
Rising Grooming Awareness and Premium Demand to Fuel Sustained Growth
Men's Toiletries to Lead Volume Sales While Fragrances Accelerate Rapidly
Digital Commerce and Lifestyle Trends to Reshape Consumer Engagement and Sales
Leading Brands Face Growing Competition Amid Shifting Market Shares
Emerging Brands and Digital Innovation Drive Market Diversification and Growth
Beauty Specialists Lead as E-Commerce Expands in Retail Sales
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:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
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