Premium Beauty and Personal Care in Saudi Arabia

2020 IMPACT

With consumers spending more time at home, demand for premium colour cosmetics and fragrances was particularly weak

There was an unprecedented decline in retail current value sales of premium beauty and personal care during 2020. With consumers spending more time at home during the year, demand for premium colour cosmetics and premium fragrances was particularly weak.

Saudisation policy weighs more heavily on volume demand, as a growing number of expatriates leave the kingdom

Saudi consumers are known for their love of luxurious toiletries and cosmetics, and thus local consumers, rather than the country’s large expatriate population, have traditionally been the primary focus of premium brand owners in beauty and personal care. This situation intensified towards the end of the review period, as a growing number of expatriates decided to leave the Kingdom due to the imposition of monthly fees on foreign workers and their dependents.

Beauty specialist retailers struggle to emerge from the shadow of COVID-19, as e-commerce flourishes

Fragrances account for the bulk of retail current value sales of premium beauty and personal care, and due its leadership in premium fragrances, Arabian Oud Co is the biggest player in premium beauty and personal care in terms of retail value share. It has a diverse portfolio of products that it regularly augments with new launches: During the latter part of the review period, its new product launches included Spray and Sanitiser, Wasm Al Oud, Wasm Al Musk, Sultani, Diwan, Al Fareed, Rare Cambodian Oud Oil and Rare Oud Oil.

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