The impact of cosmetics on self-esteem, consumer satisfaction, and economic expenditures: A study of Saudi Arabian consumers

Purpose: To explore consumers’ satisfaction and perceived improvement of self-esteem and economic aspects of cosmetics in Saudi Arabia. Methods: An online survey using a cross-sectional design was carried out in Saudi Arabia from March to June 2022. All residents, regardless of gender or age, were invited via social media and email to participate in the survey and report on their use of cosmetics, level of satisfaction, and perceived effects on self-esteem and economic aspects. Results: A total of 147 participants, predominantly female (57.1 %) and highly educated, completed the survey. About 10 % of household budgets were allocated to cosmetics, with 34 % spending ~50 SR per month on personal care products. Satisfaction with cosmetic expenses was reported by 48.8 % of females and 39.7 % of males. Personal care (43.5 %) and fragrance products (37.7 %) were considered essential, enhancing self-esteem and confidence. Skin and hair care products were positively perceived, while opinions on makeup, skincare, and nail care varied. Conclusion: This study provides baseline data on consumer behaviour, satisfaction, and the economic impact of cosmetics in Saudi Arabia, offering insights for industry stakeholders and future studies.