Saudi Arabia Personal Grooming Market Segmented, By Product Type (By Female(Hair Dryer, Hair Straighteners, Hair Curler, Trimmer & Shavers,) By Male(Shavers, Trimmers)), By End User (Individual Customer, Institutional Customer), By Distribution Channel (Multi-branded Electronic Stores, Exclusive Brand Stores, Supermarkets/Hypermarkets, Online Retail, Institutional Sales), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

The Saudi Arabia Personal Grooming market was valued at USD 1.05 Billion in 2024 and is expected to grow to USD 2.23 Billion by 2030 with a CAGR of 13.38%. The Saudi Arabia Personal Grooming market is experiencing steady growth, driven by several key factors. Rising disposable incomes have enabled consumers to spend more on premium grooming and personal care products. A growing youth population, particularly millennials and Gen Z, is increasingly conscious of appearance and hygiene, fueling demand for innovative grooming solutions. Social media platforms and global beauty influencers play a pivotal role in shaping consumer preferences and encouraging brand engagement. Also, increased urbanization and exposure to international lifestyles have led to a shift in grooming habits among both men and women. The entry of global brands and the expansion of e-commerce have further facilitated access to a wide variety of products, contributing to the market’s ongoing development and diversification.

Key Market Drivers

Surging Working Population Across the Region

The rapid expansion of Saudi Arabia's working population is a pivotal driver of the personal grooming market. Between 2016 and 2021, the Kingdom led G20 nations in workforce growth, with male participation increasing by 1.7% and female participation surging by 5.5%. This demographic shift, propelled by Vision 2030 reforms, has not only enhanced economic diversification but also elevated disposable incomes, particularly among young professionals. As more women enter the workforce, their increased purchasing power has amplified demand for premium grooming products tailored to their needs. Concurrently, evolving cultural norms have encouraged men to invest in personal care, linking grooming with professional success and social confidence. The proliferation of e-commerce platforms further facilitates access to a diverse array of grooming products, catering to the preferences of a tech-savvy, urbanized population. Collectively, these factors underscore the significant impact of a burgeoning working demographic on the growth and diversification of Saudi Arabia's personal grooming market.

Rising Health and Hygiene Awareness

Rising health and hygiene awareness is a significant driver of Saudi Arabia's personal grooming market, fueled by cultural, governmental, and consumer trends. Rooted in Islamic teachings that emphasize cleanliness, this cultural foundation is reinforced by modern public health campaigns and the expansion of healthcare infrastructure under Vision 2030. The COVID-19 pandemic further heightened awareness, leading to increased demand for hygiene products like hand sanitizers, soaps, and disinfectants, with many consumers incorporating them into daily routines. This shift has resulted in long-term changes in consumer behavior, with a sustained focus on personal hygiene and cleanliness. Also, there is a growing preference for natural, organic, and halal-certified personal care products, reflecting concerns over synthetic ingredients and a desire for products aligned with health and religious values. The proliferation of e-commerce platforms has also made a diverse array of grooming products more accessible, catering to the preferences of a tech-savvy, urbanized population. Collectively, these factors underscore the significant impact of heightened health and hygiene awareness on the growth and diversification of Saudi Arabia's personal grooming market.

Growing Youth Population Across the Region

The burgeoning youth population in Saudi Arabia is a significant catalyst for the expansion of the personal grooming market. As a part of this, according to a recent study, as of 2025, individuals under the age of 25 comprise approximately 37% of the nation's population, equating to around 13.9 million people. This demographic is characterized by heightened awareness of personal appearance, a strong inclination towards self-expression, and a deep engagement with global beauty trends, largely influenced by pervasive social media platforms. The Kingdom's Vision 2030 initiative has further empowered this segment by promoting cultural openness and increasing female workforce participation, thereby enhancing disposable incomes and fuelling demand for diverse grooming products. Also, the youth's tech-savviness has led to a surge in online shopping, providing easy access to a wide array of personal care items. Collectively, these factors underscore the pivotal role of Saudi Arabia's young population in driving the growth and diversification of the personal grooming industry.

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Key Market Challenges

Stringent Regulatory Norms

Stringent regulatory norms represent a significant challenge in the Saudi Arabia personal grooming market. The Saudi Food and Drug Authority (SFDA) enforces comprehensive regulations governing the registration, labeling, testing, and advertising of cosmetics and personal care products. Companies must comply with detailed guidelines on ingredient safety, halal certification, and product efficacy, which often involves lengthy approval processes and additional compliance costs. These regulatory barriers can delay product launches, particularly for international brands unfamiliar with local requirements. Also, any non-compliance may lead to fines, product recalls, or market bans, affecting brand credibility and consumer trust. Importers also face challenges navigating customs procedures and obtaining necessary licenses, adding complexity to supply chains. While these norms are designed to ensure consumer safety and product integrity, they also create high entry thresholds for new or small players, limiting innovation and slowing the pace of product diversification in the Saudi personal grooming industry.

Intense Market Competition

The Saudi Arabian personal grooming market faces significant challenges due to intense competition among both domestic and international brands. Established global players like Unilever, Procter & Gamble, and L'Oréal dominate the market, leveraging their extensive distribution networks and brand recognition. Simultaneously, local brands such as Saudi Cosmetics Company and Zamzam are gaining traction by offering products tailored to regional preferences and cultural nuances. This dual presence intensifies price sensitivity among consumers, compelling companies to differentiate through product innovation, quality, and customer loyalty initiatives. Also, the rise of e-commerce platforms has further fragmented the market, allowing new entrants to reach consumers directly, thereby increasing competitive pressure. To succeed, brands must navigate this competitive landscape by focusing on innovation, understanding local consumer behavior, and building strong brand identities.

Key Market Trends

Digital Transformation and E-commerce Growth

Digital transformation and the rapid growth of e-commerce are reshaping Saudi Arabia's personal grooming market, driving significant change in consumer behaviour and industry dynamics. As a part of this, according to a recent study, as of 2024, the eCommerce market is expected to generate US$16.53 billion in revenue. With high internet penetration and a young, tech-savvy population, online shopping has become a preferred option for many consumers. E-commerce platforms have made it easier for consumers to access a wide range of grooming products, from skincare to haircare, often with personalized recommendations and tailored experiences. Traditional retail brands are increasingly embracing digital strategies, integrating e-commerce with physical stores to create a seamless omnichannel shopping experience. This shift is also enabling smaller and niche brands to reach consumers more effectively, bypassing traditional retail channels. The growth of online platforms and the increasing use of mobile apps for shopping are making it more convenient for consumers to discover and purchase grooming products, further fuelling the market's expansion.

Focus on Personalized and Inclusive Products

The Saudi Arabia personal grooming market is increasingly embracing personalization and inclusivity, reflecting a broader shift in consumer preferences towards products that cater to diverse needs and identities. This trend is evident in the growing demand for products tailored to various skin tones, hair types, and cultural norms, moving away from one-size-fits-all solutions. Local brands like Asteri are at the forefront of this movement, offering products designed specifically for the region's climate and cultural context, such as their "desert-proof" makeup line. Also, the rise of clean beauty—products formulated without harmful chemicals and with ethical sourcing—aligns with consumers' increasing desire for transparency and sustainability in their grooming choices. This shift is also influencing international brands to adapt their offerings to meet the diverse needs of the Saudi market, ensuring that beauty and personal care products are accessible and relevant to all consumers.

Integration of Technology in Beauty Solutions

The integration of technology into beauty solutions is transforming Saudi Arabia's personal grooming market, enhancing consumer experiences and operational efficiencies. Artificial intelligence (AI) is at the forefront of this transformation, with platforms like Glamera utilizing AI to analyze vast datasets on hair and skin, enabling personalized product recommendations and salon services tailored to individual needs. Also, augmented reality (AR) is being employed to offer virtual try-ons, allowing consumers to visualize how products will appear on their skin or hair before making a purchase. This technological advancement not only improves customer satisfaction but also reduces return rates. The rise of beauty tech startups in Saudi Arabia, fueled by significant investments, underscores the growing demand for innovative digital solutions in the beauty sector. Collectively, these technological integrations are redefining the personal grooming landscape, making it more personalized, efficient, and consumer centric.

Segmental Insights

Distribution Channel Insights

Supermarkets/Hypermarkets dominated the Saudi Arabia Personal Grooming market, driven by their strategic advantages in accessibility, product variety, and pricing. These large-format retailers, including Carrefour, Lulu Hypermarket, and Hyper Panda, offer a wide array of grooming products—from hair care and skincare to shaving essentials—catering to diverse consumer needs. The convenience of one-stop shopping, coupled with competitive pricing and frequent promotions, attracts a broad customer base. Also, the high foot traffic in these stores enhances product visibility and impulse purchases. While e-commerce is experiencing rapid growth, supermarkets and hypermarkets continue to lead in market share, particularly among consumers who prefer in-store shopping experiences and immediate product access. This trend underscores the enduring appeal of traditional retail formats in the evolving Saudi grooming landscape.

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Regional Insights

Western region dominated the Saudi Arabia Personal Grooming market, due to a combination of cultural, climatic, and economic factors. Culturally, the region has strong religious and grooming traditions, with a significant emphasis on hygiene, which drives demand for personal care products aligned with Islamic standards. The hot and arid climate of the Western region further contributes to the market’s growth, as consumers seek products like moisturizers, UV protection, and damage-repair therapies to combat hair dehydration and UV damage. Also, the Northern & Central region's is driven by factors such as a young, tech-savvy population, increasing disposable incomes, and growing urbanization. The Central region, particularly Riyadh, is home to a significant portion of the country’s young professionals who are increasingly adopting grooming habits influenced by global trends.

Recent Developments

• In March 2025, Panasonic Marketing Middle East & Africa (PMMAF) is thrilled to unveil its newest innovation in personal care—the EH-HV31 2-in-1 Hair Straightener and Curler, set to transform hair styling for consumers throughout the UAE, Saudi Arabia, Kuwait, Qatar, and Oman.
• In March 2025, Dyson is strengthening its commitment to the Kingdom of Saudi Arabia with the launch of a new Dyson Demo Store in Jeddah, underscoring the significance of the Saudi market and its expanding presence in the region. Located in the Red Sea Mall in Jeddah, the store will provide immersive experiences that showcase Dyson’s innovative technology in action.

Key Market Players  

• Koninklijke Philips N.V.
• Panasonic Marketing Middle East & Africa FZE
• The Procter & Gamble Company
• Western International Group Ltd
• Conair LLC
• Dyson Group
• Wahl Clipper Corporation
• Ikonic World
• Alan Truman
• Universal Corporation Ltd

Report Scope:

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

•   Saudi Arabia Personal Grooming Market, By Product Type:

o   By Female (Hair Dryer, Hair Straighteners, Hair Curler, Trimmer & Shavers)

o   By Male (Shavers, Trimmers)

• Saudi Arabia Personal Grooming Market, By End User:

o   Individual Customer

o   Institutional Customer

• Saudi Arabia Personal Grooming Market, By Distribution Channel:

o   Multi-branded Electronic Stores

o   Exclusive Brand Stores

o   Supermarkets/Hypermarkets

o   Online Retail

o   Institutional Sales

• Saudi Arabia Personal Grooming Market, By Region:

o   Eastern

o   Western

o   Northern & Central

o   Southern

Competitive Landscape

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

Available Customizations:

Saudi Arabia Personal Grooming 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).

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