Cosmetic treatments help drive Saudi economic diversity

And as KSA climbs the trajectory toward achieving Vision 2030, the kingdom is leveraging its investment power to create a more diverse and sustainable economy, which includes the aesthetics segment.

Increasing acceptance in KSA society

According to an online article Plastic and Reconstructive Surgery – Global Open, social media platforms are imperative in the promotion of cosmetic surgery. Globally, McKinsey research has demonstrated that the aesthetics injectables market could expand by 12 to 14 percent a year over the next five years if manufacturers and providers leverage these underlying trends.

Some of the reasons cited for the expansion of the aesthetics injectables market includes expanded access to med spas and aesthetic centres; an increased consumer purchasing power; shifting consumer attitudes about healthy aging, wellness, and beauty which have helped to boost the acceptance of aesthetics.

“Also, increased awareness from social media trends, which is stimulating demand from new patient segments, including millennials and men,” says Dr Sadik.

The importance of digitisation

Cosmetic surgery is rapidly gaining popularity among Saudi people, fuelled by Western influences and the pressure to look good on social media. According to Dr Sadik, as the growing demand for invasive and non-invasive procedures is leading to a hugely profitable cosmetic market across the Middle East, KSA represents one of the biggest markets for clients seeking out aesthetic procedures.

“This is driven by the decreasing cultural stigma of aesthetic enhancements among Saudi women, while Instagram and other types of social media platforms are the impetus for this increase amongst millennials,” she says.

Helping to boost the Saudisation agenda

As KSA becomes a potential hub for aesthetic treatments, the next-generation products and procedures are continually expanding the range of offerings and making greater inroads into demographic groups, for example, in the case of dermal fillers and biostimulators. Globally, the figures are promising, says Dr Sadik.

She adds: “An October 2021 McKinsey survey of 10,000 consumers and 500 health care practitioners in the main aesthetic markets, reveal that growth could be as high as 14 percent.”

Aligned with Saudi Vision 2030, the transformation in digital technology will continue to bolster the aesthetics sector’s development and growth due to high level commitment, public-private investments, and marketing trends.