RIYADH: Amid growing economic opportunities for Saudi women and their increasing participation in the workforce, another surprising economic reality is emerging: sales of color cosmetics continue to grow in Saudi Arabia.
However, the increase in sales is not solely due to women’s economic participation. There are also social aspects, including the presence of several famous Saudi makeup artists on social media, the styling of celebrities in various TV dramas, and major events taking place in the Kingdom and other Gulf region countries.
All these factors have put Saudi Arabia, a country with a population of about 35.5 million, at the top of Gulf markets for color cosmetics, said researchers and stylists.
Fastfact
• Saudi Arabia and its Gulf neighbors in particular, and Arab countries in general, are considered a driving force for international cosmetic companies due to high demand and rapid growth rates.
• The global value of the beauty and personal care industry was estimated to be $530 billion in 2021 with a growth rate of 7 percent. The Middle East and North Africa recorded approximately $36 billion, growing 15 percent annually.
The Saudi color cosmetics market is set to be worth around SR2.3 billion ($615 million) in 2021, and record an 18 percent growth rate, said Amna, beauty, health and fashion consultant at Euromonitor, a market research company headquartered in London. Abbas said. ,
The color cosmetics category “sees a strong rebound to pre-pandemic levels in the Kingdom in 2022. Over the next five years, retail sales are set to grow at a compound annual growth rate of 6 percent, reaching SR3 billion by 2026.” Will go,” Dubai-based Abbas told Arab News.
in an ideal world
Saudi Arabia and its Gulf neighbors, in particular, and Arab countries in general, are considered a driving force for international cosmetic companies due to high demand and rapid growth rates, according to industry reports.
International Euromonitor statistics show that the global value of the beauty and personal care industry was estimated at $530 billion in 2021, with a growth rate of 7 percent. The Middle East and North Africa recorded approximately $36 billion, growing 15 percent annually.
Women working in department store see each other as members of a family, says
Asma Loota, UAE-certified stylist, celebrity makeup artist
Beauty and personal care products include hair care, fragrance, skin care, bath and shower, and color cosmetics. Other products, such as men’s grooming, oral care, deodorant and sunscreen, follow a hierarchy.
A major portion of cosmetic sales in the Arab region comes from Saudi Arabia and the United Arab Emirates in particular. Researchers said both countries contributed to a strong rebound of growth in the cosmetics industry.
Both countries saw a return to occasions and events at the state, business and individual levels, including large gatherings related to NEOM in Saudi Arabia, the World Expo in Dubai and the World Cup in Doha. Furthermore, the increasing number of tourists in both Saudi Arabia and the UAE following the easing of travel restrictions in the post-pandemic era is also believed to be among the factors behind higher cosmetics sales.
According to Research & Markets, a Dublin-based research organization with hundreds of clients worldwide, the Gulf Cooperation Council color cosmetics market, which was estimated at “$1.27 billion in 2021, is expected to grow to $2.31 billion by 2030 at a compound level.” Annual growth rate of 6.8 percent.
The report concluded that sales of cosmetic products are the highest in the Gulf region due to Saudi Arabia’s large population and increasing number of women in the workforce.
Abbas said that greater economic opportunities for Saudi women give them “more incentive to invest in colored cosmetics to portray a well-groomed and professional appearance”.
increasing demand for makeup
Asma Lutah, a certified stylist and celebrity makeup artist from the United Arab Emirates, believes that wearing makeup is mainly related to social factors, not going to work.
“It is related to certain social norms, for example, when a woman compares herself with other women in the family or her friends. This is what may compel a woman to wear or not wear makeup, Lootah told Arab News.
And in Saudi Arabia, social networks are of vital importance, Lootah said. “Saudi women see their work environment as one of social interaction… Women working in a department store see each other as members of a family. The dynamics (among workers) are different from ours (in the UAE),” she explained. In the United Arab Emirates, workers have various nationalities, “but in Saudi Arabia, they are all (or most of them) Saudis.”
The color cosmetics category has seen a strong rebound in 2022 to pre-pandemic levels in the Kingdom. Over the next five years, retail sales are set to grow at a compound annual growth rate of 6 percent, reaching SR3 billion by 2026.
Aamna AbbasBeauty, health and fashion advisor at Euromonitor
In addition, the active presence of many well-known Saudi female makeup artists on social media increases the demand for makeup, emphasizes Luta. Abbas said Saudi women follow celebrities, influencers and official accounts of their favorite color cosmetics brands on social media to stay up-to-date.
In response, “players (cosmetic companies) regularly collaborate with celebrities, influencers and makeup artists to promote their products and align their brands with the latest global beauty trends.”
In 2021, Sephora, a French multi-national personal care and beauty products retailer, created an exclusive capsule range with (Saudi) local makeup guru Wad Al-Turki. It also created a limited-edition box of colorful cosmetics with local artist (Saudi designer) Ether Balkhair to celebrate International Women’s Day.
Al-Turki has 2.8 million followers on Instagram and is one of the top famous Saudi makeup artists. In addition, Nora Bou Awad, who has 3.6 million followers, and Zainab Muabbar, who has nearly half a million followers on Instagram, are among the famous makeup artists from Saudi Arabia.
“Thanks to further education and knowledge among new generations and social media, the demand for color cosmetics has increased,” said Dima Saad, marketing director of Clarins, a well-known French cosmetic and skin care brand with 600 boutiques and Counters at outlets such as Debenhams and Sephora The Middle East.
Clarins, Saad explained, sees the Saudi market as one of the important future growth markets in the Arab region as it is growing rapidly. Although the brand does not yet have its own boutique in the Kingdom, it is expected that this will result in the future.
not just skin deep
Lamis Beauty Shop is another cosmetics business for Korean brands. It is entering the Saudi market by becoming part of Watsons, a Hong Kong-based chain for health and beauty care.
As part of four Watson stores in Riyadh, Kate Wooyeon Park is offering Korean products to the Gulf market, which she describes as a “young and lots of potential” market, where young women have high spending budgets. have the power to do so and the media also plays a role. ,
“So, in Korean dramas, the main character is always beautiful, but they don’t have heavy makeup… We have makeup without makeup,” she told Arab News.
“Koreans always focus on skin care first and makeup later. The beauty of Korean products is that they focus more on glowing and flawless skin. But in this area, they pay more attention to makeup such as eye makeup, strong lip liner and lipstick,” said Park.
For Park, makeup sales account for about 55 percent, while skin care sales account for 35 percent. The rest comes from hair and body products.
However, the opposite is true in Korea, where women buy more skin care products.
Even in the Arab Gulf countries, women have different makeup preferences. Some like “heavy makeup with smoky eyes”. But Lutah said others, such as Saudi Arabia, prefer subtle natural makeup.
Meanwhile, well-known cosmetic brands and chains that are aware of the social and economic changes in Saudi Arabia are seeking to further promote their businesses in the Saudi market.
For example, Sephora will have 43 stores in Saudi Arabia this year. It has a total of 86 stores in the Bay Area.
“Sephora considers the Gulf region as one of its most important markets,” a Sephora spokesperson said in a statement sent to Arab News. “Most of our regional store network is in the Kingdom. We aim to bring Sephora closer to the various Saudi communities and make it accessible to all.
The cosmetic business is also resilient, as it is one of the few sectors that has endured universal lockdowns.
In contrast, Lutah said that people became more interested in buying makeup products after the lockdown, as these items evoked an “immediate feeling of happiness” when the box was opened.
“Many women buy makeup products, even if they are not good at wearing makeup, because it gives an instant sense of pleasure.”