Saudi Fashion Consumption Surges as Chinese Brands Secure Early Positions

Upon arrival at King Khalid International Airport in Riyadh, the heat and the sight of women in traditional abayas immediately convey the distinct local context. Once among the world’s most closed societies, Saudi Arabia has opened to international visitors since issuing tourist visas to 49 countries, including China, in September 2019, and the resulting social and economic shifts have been profound.

In early 2020, Chinese photographer Yao Lu documented a Saudi society in which most women wore full black robes and veils, with minimal public visibility. Since then, visible cultural practices have evolved: female airport staff continue to wear abayas yet often present ornate eye makeup and manicured nails; shopping malls now host many unveiled women selecting colorful fashion and cosmetics; and government employees sometimes wear elegant colored abayas rather than exclusively black garments. These changes reflect a broader reframing of public life under Saudi Arabia’s Vision 2030 strategy, which explicitly promotes economic diversification and social liberalization.

Fashion demand is expanding alongside reforms that have increased women’s autonomy and labor participation. Since reforms beginning in 2018, Saudi women gained rights including driving and travel without male guardianship, and female labor participation has risen above 35%, up roughly 50% over five years. Retail outlets for women’s products are often staffed entirely by women, and entertainment options have diversified beyond malls to include parks, concerts and festivals. Market forecasts project the Kingdom’s entertainment and leisure sector to grow to $4.6 billion by 2030 at an annual rate near 10%.

The commercial implications are substantial. Saudi per‑capita purchasing power approaches levels seen in developed Western economies, and the Middle East and North Africa region is the only global area projected to deliver double‑digit growth across beauty categories from 2022 to 2027, with perfumes, color cosmetics, hair care and skin care expanding by an estimated 11–12%. Consultants at RedSeer estimate that Saudi fashion retail sales will increase 48% from 2021 to 2025, reaching $32 billion and growing at about 13% per year.

For global and Chinese brands, the market presents both opportunity and competition. Riyadh’s major malls prominently feature Western luxury names such as Prada, Hermès, Dior and Gucci, alongside fast‑fashion retailers like Zara and H&M, and Saudi consumers demonstrate notable brand loyalty. Market entrants therefore must identify differentiated entry strategies. Digital retail channels have proven effective: Chinese e‑commerce platforms and digitally native brands have gained traction in Saudi through localized assortments and strong online distribution. SHEIN’s hijab‑friendly collections and MINISO’s pop‑culture merchandising illustrate how targeted product and marketing tactics resonate locally.

A notable homegrown success story from China is SHEGLAM, originally developed within the SHEIN ecosystem and spun out as an independent beauty brand in late 2020. By June 2024, SHEGLAM had established 140 stores across GCC countries and secured an exclusive retail partnership with Lifestyle in Saudi Arabia, where Lifestyle operates about 80 stores. SHEGLAM’s positioning—combining affordability, creativity and perceived premium quality—has attracted a large Gen Z audience, with social metrics showing substantial engagement and a follower base skewed to consumers under 25.

Local cultural resonance is critical. Saudi consumers evaluate brands on two principal dimensions: cultural relevance and interpersonal influence. Effective localization now requires more than Arabic language support; brands must demonstrate an understanding of Saudi aesthetic preferences, local dialects and cultural signifiers. Sephora’s market performance, for example, has been aided by campaigns featuring Saudi models and makeup looks tailored to local tastes. International brands such as Balenciaga, Chanel and Gucci have launched Saudi‑specific collections or campaigns to reflect this dynamic.

Influence patterns in Saudi also differ from many Western markets. Personal recommendations from family and friends remain the primary driver of purchase decisions, followed by content creators whose authenticity and relatability confer high trust; celebrity endorsement ranks lower. Platforms with strong local penetration, notably Snapchat, play a key role: Snapchat reports over 25 million monthly active users in Saudi and highlights that creators who mirror users’ lifestyles can exert influence comparable to that of close acquaintances.

Younger demographics amplify the market’s receptivity to innovation. With nearly 70% of the population under 35, Saudi consumers display enthusiasm for technological engagement and experiential retail. Brands that integrate augmented reality, interactive in‑store experiences or festival‑aligned activations can capture meaningful attention. Seasonal marketing calendars are expanding—National Day campaigns can extend across a month, Ramadan and Eid remain critical windows—and cultural sensitivities, such as favoring “Green Friday” over “Black Friday” promotions and avoiding major campaigns on Friday prayer day, must be respected.

National pride is an additional market force. Domestic fashion production already accounts for over half of Saudi fashion industry output, and many consumers indicate willingness to pay premium prices for local brands that reflect national craftsmanship. Government initiatives such as the Saudi 100 Brands program and Riyadh Fashion Week aim to boost domestic designers and attract international investment into the local fashion ecosystem.

For Chinese brands seeking sustainable growth in Saudi, deep localization across product development, marketing and distribution is essential. Tactical measures include adapting formulations and shades for Middle Eastern skin tones, engineering products to withstand the region’s hot climate, and recruiting local marketing talent to secure cultural authenticity. Successful examples show that such adjustments can drive rapid consumer uptake and retail expansion.

The Kingdom’s evolving social fabric, rising female economic participation and young, digitally native consumer base are collectively reshaping demand for fashion, beauty and lifestyle products. Observers note parallels between Saudi’s current trajectory and earlier growth phases in other emerging markets, and the market’s expansion is already generating new cross‑border opportunities for brands that combine cultural insight with operational discipline.