Saudi Arabia Male Grooming Products Market By Type (Male Toiletries, Electrical Products, After Shave Lotions, Others), By Price Range (Mass Products, Premium Products), By Sales Channel (Supermarkets/Hypermarkets, Pharmacy Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Saudi Arabia Male Grooming Products Market was valued at USD 841.78 Million in 2024 and is expected to reach USD 1233.55 Million by 2030 with a CAGR of 6.64% during the forecast period. The market is expanding due to heightened awareness of personal hygiene, growing disposable incomes, and evolving cultural perceptions. Additionally, social media influence and celebrity endorsements shape consumer preferences, while the rise of e-commerce platforms provides convenient access to a diverse range of grooming products. In January 2025, Saudi Arabia had 33.9 million internet users, representing a 99.0% penetration rate, meaning that nearly the entire population had access to the internet. This is an increase from 33.3 million users in January 2024, a growth of 1.8%. Social media users in Saudi Arabia also reached 34.1 million in January 2025, equivalent to 99.6% of the total population. 

Key Market Drivers

Increasing Awareness of Personal Grooming and Hygiene

One of the primary drivers of the male grooming products market in Saudi Arabia is the rising awareness among men regarding personal grooming and hygiene. Traditionally, grooming was viewed as a largely female-oriented activity. However, in recent years, Saudi men have become more conscious of their appearance, hygiene, and overall wellness. This shift is particularly noticeable among millennials and Gen Z consumers, who associate grooming with self-confidence, professional success, and social appeal. Media exposure, social media influencers, and global beauty trends have contributed significantly to changing perceptions. Platforms like Instagram and TikTok have popularized skincare routines, beard grooming tips, and haircare advice tailored specifically for men. Additionally, local celebrities and lifestyle influencers increasingly endorse grooming products, encouraging younger male audiences to experiment with various personal care items. As a result, there's a growing demand for products such as facial cleansers, moisturizers, beard oils, hair styling gels, deodorants, and fragrances. The entry of international grooming brands and the launch of male-specific product lines by global and regional companies are capitalizing on this trend. Moreover, educational campaigns by brands and retailers are further normalizing male grooming practices, encouraging more men to incorporate them into their daily routines.

Higher Disposable Income and Urbanization

Economic development and rising disposable income are significantly influencing the growth of the Saudi Arabia Male Grooming Products Market. As more men, particularly in urban areas like Riyadh, Jeddah, and Dammam, secure high-paying jobs and adopt modern lifestyles, their spending on personal care has increased. The Saudi government’s Vision 2030 initiative has diversified the economy, reduced dependency on oil, and created more employment opportunities in sectors like tourism, retail, and entertainment. This economic shift has empowered consumers with more purchasing power, enabling them to buy premium grooming products. Urbanization is another key factor, as city life often comes with a greater emphasis on personal presentation. Men living in metropolitan areas are more likely to be influenced by peer pressure, professional image expectations, and exposure to international fashion and grooming standards. They frequent shopping malls, salons, and specialty stores where male grooming products are prominently displayed and marketed. Premium grooming products such as luxury colognes, designer beard trimmers, and organic skincare lines are gaining traction among affluent consumers. According to the 2023 Household Income and Consumption Expenditure Statistics, the average monthly household disposable income in Saudi Arabia was approximately USD3,197. In terms of per capita disposable income, the national average stood at roughly USD863 per month. Saudi individuals had a higher average income of about USD 1,074, while non-Saudi individuals earned around USD515 per month.

Evolving Cultural Norms and Acceptance of Grooming

Cultural attitudes toward male grooming in Saudi Arabia are rapidly evolving. In the past, grooming beyond basic hygiene was considered unnecessary or even frowned upon among men. Today, there is a clear shift toward acceptance and even encouragement of male grooming, driven by changing societal norms, religious cleanliness practices, and global influence. Islamic principles place a strong emphasis on cleanliness, which has always underscored grooming habits such as regular bathing, beard maintenance, and nail care. These traditions are now merging with modern trends, leading to a more comprehensive approach to personal care. Additionally, the younger generation of Saudi men is more open to international lifestyles and trends, thanks to globalization and increased travel, education abroad, and digital connectivity. Retailers and brands have responded to this shift by offering products that align with cultural values while embracing modern grooming needs. For example, halal-certified grooming products, alcohol-free fragrances, and products tailored for Middle Eastern skin and hair types are gaining popularity. The growing number of male-focused salons and grooming lounges across major Saudi cities is further evidence of cultural adaptation. This new cultural acceptance is not just a trend but a transformation that is reshaping the male consumer landscape. Grooming is no longer seen as a luxury or vanity but as a part of a healthy, modern lifestyle. This transformation continues to drive steady and long-term growth in the male grooming product market in Saudi Arabia. 

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Key Market Challenges

Cultural Conservatism and Social Perceptions

Despite growing acceptance of male grooming, cultural conservatism still presents a challenge in Saudi Arabia. In some segments of society, especially among older generations or in more traditional regions, grooming beyond basic hygiene can still be perceived as unnecessary or excessive. These social perceptions can create hesitancy among men to openly purchase or use grooming products, especially those considered more cosmetic such as facial masks, anti-aging creams, or exfoliators. This stigma may limit market penetration and reduce consumer confidence, particularly for new or niche brands. While urban centers like Riyadh and Jeddah are more progressive, rural and conservative areas lag in acceptance. This uneven cultural landscape requires brands to carefully tailor their marketing strategies to avoid alienating consumers while promoting modern grooming as part of personal hygiene and self-respect. For many brands, striking this cultural balance remains a complex and ongoing challenge.

Limited Product Awareness and Education

Another significant challenge in the male grooming market is the lack of awareness and understanding of available products and their proper usage. Many consumers are unfamiliar with specific grooming items beyond basic staples like razors, shampoos, and deodorants. For example, products like serums, beard balms, or night creams may not be widely recognized or understood by average male consumers. This gap in knowledge leads to underutilization and skepticism. Misinformation or lack of visible results can also cause dissatisfaction, reducing repeat purchases. To overcome this, brands must invest in educational marketing through tutorials, influencer-led demonstrations, and in-store guidance to inform and convince customers of product benefits. Without strong educational outreach, many consumers may stick to minimal grooming routines, limiting market growth potential.

Price Sensitivity and Market Competition

Price sensitivity poses another hurdle in expanding the male grooming product market in Saudi Arabia. While urban professionals and affluent consumers may be willing to pay for premium grooming solutions, a large portion of the male population still prioritizes cost over brand or quality. Many consumers opt for multipurpose, low-cost products, especially when economic conditions fluctuate or inflation affects household spending. At the same time, the market is becoming increasingly competitive, with numerous international and local brands vying for consumer attention. Larger global players have the advantage of established brand recognition and economies of scale, allowing them to offer competitive pricing. This puts pressure on smaller or newer entrants to either lower their prices potentially compromising profit margins or focus on niche, high-end segments with limited reach.

Key Market Trends

Rise of Natural and Organic Grooming Products

One of the most prominent trends in the Saudi male grooming market is the increasing demand for natural and organic products. As health and wellness awareness grows among consumers, more men are paying attention to the ingredients in their grooming products. They are actively seeking options free from harmful chemicals, parabens, sulfates, and artificial fragrances. This shift is driven by both health concerns and environmental consciousness, as well as skin sensitivity issues common in arid climates like Saudi Arabia’s. Brands that offer halal-certified, cruelty-free, and eco-friendly products are gaining significant traction, especially among millennials and Gen Z. Locally produced products using traditional Middle Eastern ingredients such as oud, argan oil, black seed oil, and rosewater are particularly appealing, as they combine cultural familiarity with modern health values. This trend is encouraging both global and local brands to reformulate their products and emphasize transparency in labeling and sourcing. As a result, natural grooming is no longer niche but becoming mainstream in Saudi Arabia. A recent industry report reveals that 68% of consumers now prioritize clean-label skincare products, with 41% influenced by social media. The increasing focus on transparency and ingredient quality resonates strongly, particularly among younger consumers who seek to make informed decisions. This heightened awareness is playing a key role in driving market growth. 

Digitalization and Growth of E-Commerce

Digital transformation is revolutionizing how grooming products are marketed and sold in Saudi Arabia. The rise of e-commerce platforms, social media marketing, and mobile applications has opened new avenues for brands to connect with male consumers. Young, tech-savvy Saudis increasingly prefer the convenience of online shopping, especially for personal care items. The ability to compare prices, read reviews, and access a wider variety of products online makes digital platforms highly attractive. Social media influencers and grooming content creators also play a major role in shaping consumer preferences. Platforms like Instagram, Snapchat, and TikTok feature tutorials, product reviews, and brand endorsements that encourage men to explore new grooming routines. Additionally, AI-driven personalization tools and subscription models are helping brands offer tailored experiences based on skin type, grooming habits, and personal preferences. This trend is reshaping traditional retail and making the grooming journey more interactive, engaging, and accessible.

Growing Popularity of Specialized Grooming Routines

Another rising trend in the Saudi male grooming market is the increasing adoption of specialized grooming routines, moving beyond basic hygiene to more complex personal care regimens. Saudi men are embracing multi-step skincare, beard care, and hair treatment routines, influenced by global grooming standards and a desire for self-care and refinement. Products such as beard oils, anti-aging serums, under-eye creams, exfoliants, and face masks are becoming more mainstream, especially among urban professionals. Men are now seeking products designed for specific concerns—such as oily skin, acne, dandruff, or beard growth—indicating a shift toward targeted and functional grooming. Barber shops and men's salons are also contributing to this trend by offering professional treatments and promoting home-use products as part of aftercare. This movement toward personalization is further reinforced by global luxury and niche brands entering the Saudi market, offering curated collections and consultations to address individual grooming needs. As the cultural narrative around male grooming evolves, specialized grooming routines are being seen not as vanity, but as a form of self-respect and wellness. This trend is likely to grow as men become more informed, confident, and experimental in their grooming habits, signaling strong future potential for the market.Top of Form

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Segmental Insights

Type Insights

In the Saudi Arabia Male Grooming Products Market, male toiletries have emerged as the dominant segment by type, driven by their essential role in daily personal hygiene routines. This category encompasses products such as deodorants, shampoos, body washes, shaving creams, face cleansers, and moisturizers items used regularly by a broad male consumer base across various age groups and regions. The consistent demand for male toiletries stems from growing awareness around personal grooming, hygiene, and self-presentation, which are increasingly important in Saudi culture and the modern workplace. Urbanization and a rising number of young, image-conscious consumers have also played a critical role in boosting sales in this category. The influence of global grooming trends and the availability of international brands further drive this demand, offering men a wide range of products tailored to different skin and hair types. Furthermore, male toiletries are relatively affordable and accessible, making them staples in both urban and rural households. Continuous product innovation—such as long-lasting fragrances, skin-friendly formulas, and all-in-one solutions—keeps consumers engaged and loyal. With increasing disposable income and the cultural shift towards self-care and appearance, male toiletries are expected to maintain their leading position in the market while paving the way for growth in complementary grooming categories. 

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Regional Insights

The Western region of Saudi Arabia stands out as the dominant region in the Saudi Arabia Male Grooming Products Market  due to its strong economic activity, high population density, and concentration of major urban centers such as Jeddah, Makkah, and Madinah. This region benefits from a cosmopolitan lifestyle and a diverse population, which fosters openness to global trends, including male grooming and personal care. Consumers in the Western region tend to have higher disposable incomes and more awareness of international brands, leading to greater demand for high-quality grooming products. Moreover, the Western region is a hub for tourism and religious travel, receiving millions of visitors annually for Hajj and Umrah. This steady influx of domestic and international visitors contributes to a thriving retail environment, with supermarkets, pharmacies, and malls well-stocked with a wide range of grooming products. The presence of premium salons and barbershops offering modern grooming services further reflects the growing emphasis on male personal care. Additionally, the Western region’s youthful and tech-savvy demographic is driving online sales, influenced by social media trends and digital marketing. As grooming habits continue to evolve and modernize in this region, it is expected to remain a key driver of market growth and innovation within Saudi Arabia’s male grooming sector.

Recent Developments

• In 2024, Unilever Arabia has partnered with Maersk to enhance its logistics operations in Saudi Arabia, marking a significant step in its sustainability efforts. The collaboration led to the consolidation of six warehouses into a single fulfillment center at the Maersk Logistics Park in Jeddah. This centralization has optimized Unilever's supply chain, resulting in a 5% reduction in carbon emissions aligned with Unilever's global commitment to achieve net-zero emissions by 2039 and a 40% reduction by 2030.
• In 2024, Clean beauty brand Kosas has officially launched in Saudi Arabia, offering skincare-focused makeup products through Sephora Middle East. Founded by Sheena Zadeh, Kosas emphasizes skin-nourishing ingredients, aligning with the growing regional demand for clean, high-performance beauty solutions. 
• In 2024, Saudi Arabia Railways (SAR) has secured a strategic contract with Procter & Gamble (P&G) to enhance rail logistics between Dammam and Riyadh. This partnership aims to streamline the transportation of goods, improving efficiency and reducing delivery times. The collaboration is expected to bolster supply chain operations, aligning with Saudi Arabia's Vision 2030 objectives to modernize infrastructure and promote sustainable logistics solutions. By leveraging SAR's extensive rail network, P&G anticipates a more reliable and cost-effective distribution system, benefiting both businesses and consumers across the Kingdom.

Key Market Players

• Unilever Saudi Arabia
• Procter & Gamble (P&G) Saudi Arabia
• Beiersdorf AG (NIVEA)
• L’Oréal Saudi Arabia
• Reckitt Benckiser Group
• GlaxoSmithKline (GSK) Saudi Arabia
• Henkel AG & Co. KGaA
• Dabur Saudi Arabia
• Al Nahdi Medical Company
• Gulf International Chemicals Company

Report Scope:

In this report, the Saudi Arabia Male Grooming Products Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Saudi Arabia Male Grooming Products Market, By Type:

o   Male Toiletries

o   Electrical Products

o   After Shave Lotions

o   Others

• Saudi Arabia Male Grooming Products Market, By Price Range:

o   Mass Products

o   Premium Products

• Saudi Arabia Male Grooming Products Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Pharmacy Stores

o   Online

o   Others

• Saudi Arabia Male Grooming Products Market, By Region:

o   Western

o   Northern & Central

o   Eastern

o   Southern

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Saudi Arabia Male Grooming Products Market.

Available Customizations:

Saudi Arabia Male Grooming Products Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).