Saudi Arabia E-Commerce Cosmetics And Fragrances Market Size & Share Analysis - Growth Trends and Forecast (2026 - 2031)

Saudi Arabia E-Commerce Cosmetics And Fragrances Market Trends and Insights

Rising internet penetration and digital adoption

Saudi Arabia's e-commerce market for cosmetics and fragrances is experiencing significant growth, driven by increasing internet penetration and rapid digital adoption. This growth positions the Kingdom as a leading digital market within the GCC. With widespread smartphone usage and near-universal connectivity, online beauty shopping has become highly accessible. Key features in demand include preferred payment options, user-friendly online stores and carts, and mobile-optimized shopping experiences, which are particularly important for cosmetics and fragrance purchases where convenience and personalization are essential. Global brands such as L’Oréal and Estée Lauder are enhancing consumer engagement through online exclusives and tailored campaigns. E-commerce platforms like Namshi and Noon are leading the market with diverse product offerings and competitive pricing. Supported by digital innovations, mobile-centric payment solutions, and a more connected consumer base, Saudi Arabia is undergoing a rapid transformation toward online beauty consumption.

Influence of social media and beauty influencers

In Saudi Arabia, social media and beauty influencers are transforming the e-commerce market for cosmetics and fragrances, reshaping how consumers discover and purchase products online. Platforms like TikTok and Instagram have become key channels for beauty engagement, where influencer-led tutorials, product reviews, and live shopping streams influence consumer decisions. Online retailers such as Golden Scent and Nice One collaborate with Saudi beauty creators to highlight exclusive launches and seasonal collections. Boutiqaat, a popular GCC platform, integrates influencers into its strategy, enabling consumers to shop directly from curated influencer "stores." These approaches resonate with younger audiences, particularly women, who view influencers as trusted voices in the beauty market. Partnerships with regional lifestyle influencers enhance the premium positioning of luxury products through aspirational narratives. Meanwhile, niche brands increasingly use micro-influencers to build authenticity and trust, especially in halal, clean, and sustainable beauty. With high social media penetration and a growing preference for shoppable content, influencer marketing is boosting brand visibility and streamlining the journey from discovery to purchase, solidifying online platforms as key destinations for cosmetics and fragrances in Saudi Arabia.

Preference for premium and luxury brands online

A strong preference for premium and luxury beauty brands is a significant growth driver for the Saudi Arabia e-commerce cosmetics and fragrances market. Saudi consumers exhibit a clear inclination toward high-end fragrances, prestige makeup, and internationally recognized luxury brands, influenced by cultural values and increasing purchasing power. This trend is further shaped by the importance of personal grooming and appearance in Saudi culture, where luxury products are often associated with social status and sophistication. This growth is supported by robust consumer spending; data from the Capital Market Authority shows that total consumer expenditure in 2023 was approximately SAR 1.6 trillion, with projections to reach around SAR 2.3 trillion by 2030 ^{[2]Source: Savola Group Company, "Savola Group Company prospectus", cma.gov.sa}. Rising disposable incomes, a young and brand-conscious population, and growing female workforce participation are further driving demand for aspirational and status-oriented purchases. Additionally, the increasing penetration of digital platforms and the convenience of online shopping have made luxury products more accessible to a broader audience. E-commerce platforms are leveraging this trend by offering premium positioning, influencer-driven marketing, convenient payment options, and doorstep delivery, all of which enhance the luxury shopping experience.

Cultural and gifting preferences for fragrances and cosmetics

In Saudi Arabia, the e-commerce market for cosmetics and fragrances thrives on cultural and gifting traditions. Beauty and luxury products are integral to social customs and personal practices. Fragrances are culturally significant, essential for special occasions, social events, and religious ceremonies. Cosmetics and skincare products are also popular gifts during holidays, weddings, and festivals. E-commerce platforms leverage these preferences by offering curated gift sets, personalized packaging, and timely promotions. Brands like Arabian Oud, Ajmal Perfumes, Rasasi, Abdul Samad Al Qurashi, Golden Scent, and Nice One cater to this demand with curated gift sets and luxury bundles featuring personalization and festive packaging. The younger, tech-savvy population blends traditional gifting practices with online shopping, driving demand for exclusive fragrances, designer makeup, and customized beauty bundles. By aligning offerings with cultural values and gifting occasions, local and international brands are boosting consumer loyalty and online sales in Saudi Arabia's growing beauty and fragrance market.

Consumer trust issues with counterfeit products

Consumer trust continues to be a major challenge in the Saudi Arabia e-commerce cosmetics and fragrances market, primarily due to the ongoing issue of counterfeit products. The Ministry of Commerce's interception of over five million counterfeit products underscores the magnitude of the problem and the regulatory efforts to address it ^{[3]Source: Saudi Gazette, "Ministry of Commerce prevents over 5 million counterfeit products from reaching consumers", saudigazette.com.sa}. Despite these measures, the prevalence of counterfeit cosmetics and fragrances, particularly through unauthorized online sellers and third-party marketplaces, has increased consumer skepticism regarding online beauty purchases. In segments such as fragrances and premium cosmetics, where authenticity, ingredient safety, and brand reputation are crucial, the risk of receiving counterfeit or diluted products significantly affects consumer confidence. Additionally, counterfeit beauty products pose potential health risks due to unregulated formulations, further deterring online purchases. Consequently, many consumers prefer physical retail stores or authorized brand websites, where product authenticity is guaranteed.

High preference for in‑store trial for fragrances

Counterfeit products pose a significant challenge in Saudi Arabia's e-commerce market for cosmetics and fragrances, undermining consumer trust and hindering growth. Major online platforms, particularly third-party marketplaces, often enable the sale of imitation products, making it difficult for consumers to verify authenticity. Luxury brands like Ghawali, Ajmal Perfumes, and Rasasi struggle to protect their online reputation as counterfeit versions of their products appear on unofficial websites and social media channels. This issue discourages first-time buyers, especially for high-value items where authenticity is critical. While platforms like Golden Scent and Boutiqaat have introduced measures such as verified seller programs and secure packaging, smaller e-commerce players often lack such controls. Without stronger regulatory enforcement and anti-counterfeit measures across all platforms, counterfeit products will continue to hinder the growth of Saudi Arabia's cosmetics and fragrance e-commerce market.

Segment Analysis

By Product Type: Fragrances Accelerate Despite Cosmetics Dominance

In 2025, cosmetics accounted for 65.58% of the market share, while fragrances and perfumes are projected to grow at a CAGR of 8.88% through 2031, surpassing the overall market growth rate of 8.15%. This growth highlights the Kingdom's cultural preference for oud and oriental scents. Within the cosmetics segment, facial makeup, eye makeup, and lip-and-nail products are gaining traction, driven by the popularity of influencer-led tutorials. The fragrance segment is categorized into eau de parfum, eau de toilette, eau de cologne, and specialty formats, with eau de parfum holding the largest share due to consumer preferences for higher concentration and longer-lasting scents. Consumers are willing to pay premiums exceeding SAR 500 (USD 133) per bottle for such products.

Brands such as Ghawali, Arabian Oud, and Ajmal Perfumes are leveraging online platforms to offer exclusive collections, limited editions, and subscription samples. These strategies aim to address the sensory limitations of digital fragrance shopping. Online platforms not only introduce consumers to traditional oud-based fragrances but also to global luxury scents, reflecting a blend of tradition and modernity. While fragrances remain a focal point, there is a growing demand for other categories, particularly halal and organic beauty products. Online platforms play a crucial role in enabling niche brands to target specific audiences and capitalize on the expanding e-commerce beauty market.

By Price Range: Premium Channels Outpace Mass Despite Smaller Base

Mass-market offerings accounted for a 58.48% market share in 2025, driven by affordability and extensive distribution through third-party marketplaces. However, the premium/luxury segments are experiencing a compound annual growth rate (CAGR) of 9.86% through 2031. E-commerce platforms play a significant role by enabling consumers to purchase beauty products at prices often lower than traditional retail markups. Brands such as Rasasi, Swiss Arabian, and Faces Cosmetics dominate the perfume category, while Max Factor, Maybelline, and L’Oréal Paris lead in makeup. These mass-market players are leveraging digital platforms to highlight product quality, ingredient benefits, and promotional offers. Additionally, by improving packaging and marketing strategies, they are actively working to build customer loyalty in an increasingly competitive market.

Premium brands like Ghawali, Arabian Oud, and Ajmal Perfumes, along with global names such as Tom Ford in fragrances and makeup leaders Huda Beauty, Farsali, and Lancôme, are utilizing e-commerce to enhance their market presence. These brands are not only selling products but also curating exclusive collections, offering personalized services, and creating direct-to-consumer experiences that justify their premium pricing. In Saudi culture, gifting holds considerable importance, with consumers often investing in high-end beauty products for special occasions. Online platforms have streamlined this process, enabling easy selection, personalization, and delivery of gifts. As the market shifts towards premiumization, mass-market brands are adopting digital innovations to remain competitive in the evolving landscape.

By Category: Natural and Organic Gain Traction Amid Halal Certification Demand

The Saudi Arabia e-commerce cosmetics and fragrances market is primarily driven by synthetic/conventional formulations, which accounted for 74.47% of the total market share in 2025. This dominance is attributed to well-established manufacturing ecosystems, strong brand presence, extensive product availability, and relatively lower price points compared to premium natural alternatives. In the online channel, these products benefit from promotional strategies, bundled offers, and mass-market positioning that appeal to a wide consumer base. Established international and regional brands utilizing synthetic formulations maintain strong visibility on leading e-commerce platforms, supported by efficient supply chains and competitive pricing strategies.

Meanwhile, the natural/organic segment is emerging as a high-growth niche, projected to grow at a CAGR of 7.58% through 2031. This growth is driven by increasing ethical consumerism, heightened health consciousness, and rising demand for halal-certified and “tayyib” (pure and safe) products. A 2024 academic study involving 207 Saudi consumers revealed a significant positive correlation between halal and tayyib attributes and purchase intention, with brand trust and certification transparency identified as key purchase drivers. In the e-commerce space, where ingredient scrutiny and brand storytelling are easily accessible, this segment benefits from detailed product descriptions, certification labeling, and influencer-led education efforts.

By Platform: Company-Owned Channels Expand as Brands Pursue First-Party Data

Third-party platforms hold a dominant 96.18% market share, reflecting consumers' preference for variety, competitive pricing, and the convenience of accessing multiple brands in one place. Established platforms such as Noon and Amazon Saudi Arabia play a critical role by offering trusted payment systems and reliable fulfillment networks. These marketplaces provide beauty brands with immediate access to a large and engaged customer base while leveraging an established logistics infrastructure. This significantly reduces entry barriers for both international and regional brands, enabling them to enter the Saudi market without substantial upfront investments.

The company-owned platform segment, though currently smaller, is experiencing the fastest growth with a CAGR of 9.45%. Beauty brands are increasingly prioritizing direct-to-consumer relationships, leveraging the strategic benefits of first-party data collection, and gaining greater control over brand presentation and customer experience. Prominent brands such as Huda Beauty, Ghawali, Arabian Oud, and Ajmal Perfumes are investing in proprietary online stores and localized delivery solutions to strengthen their market presence. This shift is supported by advancements in digital payment systems, including STC Pay and Mada, which facilitate seamless transactions. Furthermore, the development of local logistics networks enables brands to offer competitive delivery services independently, signifying a notable evolution and diversification of Saudi Arabia’s e-commerce landscape.

Geography Analysis

Saudi Arabia is the leading market in the GCC's e-commerce cosmetics and fragrances industry, supported by a strong digital infrastructure, growing consumer demand, and robust regulatory frameworks. Urban centers such as Riyadh, Jeddah, and Dammam play a pivotal role, driven by advanced logistics networks, affluent populations, and high levels of social media engagement. These cities are key drivers of premium beauty purchases, with consumers expecting fast and efficient deliveries. Regulatory measures, including the SFDA's cosmetics safety protocols, ZATCA's e-invoicing requirements, and CITC's cybersecurity mandates, enhance consumer confidence. Additionally, strategic ports in Jeddah and Dammam improve the efficiency of cross-border beauty product imports.

The direct-to-consumer segment for premium and luxury beauty products is experiencing rapid growth, fueled by rising disposable incomes, aspirational purchasing trends, and increasing digital adoption in cities like Riyadh, Jeddah, and Dammam. Brands such as Ghawali, Arabian Oud, Ajmal Perfumes, and Huda Beauty are investing heavily in their online platforms, offering exclusive collections, personalized services, and unique gifting options. Collaborations with social media influencers, including Nora Bo Awadh, Shouq, and Yara Alnamlah, further enhance brand engagement, enabling these companies to deliver premium experiences that surpass those offered by third-party platforms.

While smaller cities and rural areas are witnessing gradual growth, challenges such as limited logistics infrastructure, lower population density, and niche market segments hinder rapid expansion. To address these issues, plans are underway to establish 59 logistics hubs by 2030, aiming to extend service coverage and integrate these regions into the e-commerce ecosystem. Furthermore, the Vision 2030 initiative is promoting local manufacturing, with new domestic hubs for perfumes and cosmetics being developed. This initiative not only ensures compliance with local regulatory standards and reduces reliance on imports but also increases the availability of high-quality beauty products in areas beyond major urban centers.