1. Why the Saudi Beauty Market Deserves Attention Now
Saudi Arabia is one of the first markets K-beauty brands consider in the Middle East. According to a 2026 report citing Euromonitor International, the Saudi beauty and personal care market is worth about $8.1 billion, grew 8 percent in 2025, and is the largest in the GCC.
Demographics are a big part of the story. The same report, citing Saudi statistics, says about 60 percent of Saudis are under 30. A large base of digitally savvy young consumers has widened the door for new brands and products entering the market.
2. Growth Categories and Where K-Beauty Fits
Categories with the strongest growth
Euromonitor says fragrance, sun care, skin care, hair care, and dermocosmetics are seeing the strongest growth.
Where K-beauty fits: Shukran Korea's interpretation
What follows is our own interpretation, not a statement from the sources.
- Skin care and sun care: Korean brands offer a wide range of products here, so these are probably the easiest categories in which to find common ground with Saudi consumers.
- Dermocosmetics: Explaining products through ingredients and function is close to how Korean brands approach the market, so this is an area worth considering when positioning a product.
- Fragrance: Growth is strong, but it is not where K-beauty brands mainly compete, so starting from the categories above is the more natural path for Korean brands.
3. How Saudi Consumers Choose Products
Two sources point to common patterns in how Saudi consumers buy. A summary of NIQ's Saudi beauty consumer report (Beauty Decoded: KSA Edition 2026) says beauty in Saudi Arabia is becoming more intentional, informed, and routine-led.
- They look at ingredients and evidence. On the Euromonitor side, a comment from the field says consumers want to understand not only what a product does but also its ingredients, formulation, and the research behind it.
- They buy in routines. This can be read to mean that the role a product plays within a daily routine matters more than the product alone.
- Content, experts, and peers have a strong influence. The NIQ summary describes consumers shaping how they discover, evaluate, and use products, with content, experts, and peers all playing a part.
- They move between online and offline. Rather than buying everything in one channel, consumers are described as making decisions along a path that crosses channels.
4. What K-Beauty Brands Should Prepare
This section is also our interpretation. Even when the market looks attractive, a few things need to be in place before a product can be sold in Saudi Arabia.
- SFDA product registration comes first. To import, distribute, and advertise cosmetics in Saudi Arabia, a brand needs an SFDA registration certificate. You can read more in our article, the Saudi Cosmetics SFDA Registration Guide.
- Review the wording on your artwork against Saudi requirements. Claims commonly used in Korea can be unacceptable in Saudi Arabia.
- Explain ingredients and benefits in an easy-to-understand way. For consumers who weigh ingredients and evidence, communication that explains what a product does and why is a real advantage.
- Design routine and content touchpoints together. Instead of promoting a single product, show it within a usage routine and build touchpoints through content, experts, and peers, which matches how consumers explore products.
5. Shukran Korea's Services
Shukran Korea supports Korean brands preparing to enter Saudi Arabia and the UAE with certification support, IOR (importer of record), and marketing services.
- Certification support: Consultation on and support with product registration procedures.
- IOR (importer of record): Importer of record services in Saudi Arabia and the UAE.
- Marketing: Marketing services that help introduce brands in local markets.
If you are considering the Saudi market, please get in touch first to talk through where to begin. We guide the preparation each product needs through consultation.
This article is based on publicly available information as of October 2026. Market size and growth figures may vary with the source (Euromonitor International, as reported by WWD) and the method of calculation, and consumer characteristics are drawn from a summary of NIQ's report and public reports. The interpretation sections reflect Shukran Korea's own view and may vary by individual product and business, so confirmation with a qualified professional is recommended before proceeding.
