Saudi Arabia boasts one of the biggest beauty markets in the region, with Saudi women being the biggest spenders on beauty products and treatments. Expenditure, which used to be limited to beauty products and simple salon services such as hairdressing, has now expanded to include health and wellness activities such as massage services, manicure/pedicure and facial treatments. For Saudi women, looking their best is extremely important, and given the high per capita income, they do not shy away from spending lavishly. Furthermore, with growing knowledge about health and wellness, combined with superior medical facilities, the general population is willing to pay attention to doctors? advice on maintaining their health. In a nutshell, the Saudi population is now taking a more holistic approach to beauty and health.