From the UK to Saudi Arabia: Fresha's Foray into the Kingdom's Beauty Industry

Explore how the UK's Fresha is strengthening its on-the-ground presence in Saudi Arabia

Online channels are expected to account for 45% of all beauty sales in Saudi Arabia. The transformation of the Kingdom’s beauty sector reflects a broader digitization trend sweeping across the entire retail industry.

Recognizing the immense potential of Saudi Arabia’s beauty sector, Fresha, a UK-based digital platform that streamlines appointment bookings for spas, salons, and wellness establishments, has expanded into the Saudi market with the support of AstroLabs, the Gulf's leading business expansion platform.

Saudi marks Fresha’s second market in the Gulf after Dubai, where it established its initial regional hub.

Globally, Fresha operates in New York City, Vancouver, Sydney, Dublin, Dubai, and Warsaw. Its platform is currently used by over 100,000 businesses across 120 countries. And since its founding in 2015, Fresha has processed over 700 million appointments and raised more than $185 million in funding.

Rise of Technology in Saudi Arabia's Beauty Industry

Saudi Arabia’s solid economic fundamentals, characterized by growing consumer spending, robust digital infrastructure, and increasing demand for premium beauty products and personalized experiences, provide fertile ground for companies like Fresha to thrive.

In fact, the Saudi beauty market is on an upward trajectory, projected to grow at a 5.6% CAGR between 2023 and 2028. This growth is owed to the rising influence of social media and the continued e-commerce expansion. Online sales are forecasted to make up 17% of total revenue in the beauty and personal care market by 2024.

Adding to this, the surging trend of male grooming has also impacted the Kingdom's beauty industry. The shift toward a more inclusive and gender-neutral approach is shaping the future of the industry, opening up new opportunities for both local and international players. Ultimately, the evolving market dynamics make Saudi Arabia an attractive expansion destination for foreign business setup processes.

On the reasons behind Fresha’s growing interest in investing in Saudi Arabia, Simon Fakhoury, business development for Fresha in the GCC, stated, "The beauty industry in Saudi Arabia has evolved significantly in recent years. While traditionally dominated by salons and spas, changing social norms and increased globalization have led to several transformations. These include the emergence of modern beauty concepts—especially in urban areas—the growth of male grooming, and the integration of technology."

Fakhoury also noted that the assistance provided by AstroLabs was instrumental in facilitating their Saudi market entry and expansion.

“AstroLabs’ team provided invaluable support in navigating company setup challenges. In addition to offering office space, they assisted with visas, taxes, and regulatory navigation—making the entire process significantly smoother,” he noted.

Prioritizing Localization is Key to Capturing Market Opportunities

Fresha’s success in Saudi Arabia hinges on its ability to offer convenient, seamless appointment experiences while blending global expertise with deep local market understanding. Its Saudi-focused expansion strategy includes tailoring services for Saudi consumers and beauty professionals alike.

To strengthen its market position, Fresha plans to partner with local payment providers and expand its fintech services. Additionally, it plans to launch an educational academy to help beauty businesses recognize the impact of digital transformation in streamlining their operations and driving revenue growth.

Fresha also recently conducted a survey of Saudi consumers to better align with local preferences, which “has helped us Fresha’ refine its offerings and features to meet partner expectations while staying true to our core mission: transitioning the beauty industry online and delivering the best experience for both businesses and their customers.”

By building stronger relationships with Saudi consumers, Fresha aims to gain a first-mover competitive edge and position itself at the forefront of innovation in the beauty sector, playing a key role in advancing Saudi Arabia’s global standing in the beauty industry while contributing to its broader digital economy.