on March 15, 2026
Originally published in Al Madinah. This op-ed by Mariela Marcantetti, CEO & Founder of Furless Permanent, discusses why electrolysis remains the only FDA-approved method of permanent hair removal. Read the original publication here: Reordering priorities: Ramadan and its impact on personal care decisions in Saudi Arabia
I've spent nearly a decade working in the beauty industry in Saudi Arabia and the UAE, and Ramadan has always had a clear impact on changing habits and priorities, especially daily routines. This shift isn't fleeting; it reflects Ramadan's genuine influence on our decision-making processes. It opens a space for honest self-reflection and contemplation of our daily habits, prompting us to ask ourselves: Which ones truly benefit us, and which ones do we continue simply because we've never paused to consider their effectiveness? In my experience in this sector, hair removal is often one of those habits.
Studies indicate that the beauty and personal care market in Saudi Arabia was valued at approximately US$7.56 billion in 2025 and is projected to reach US$8.03 billion in 2026. Within this growth, personal care, including simple daily routines that often go unnoticed, accounts for the largest share. However, these figures do not fully reflect the reality. A study conducted at King Abdulaziz University Hospital in Jeddah revealed that three-quarters of Saudi women experienced complications related to temporary hair removal methods, such as skin irritation, ingrown hairs, and hyperpigmentation. Another study, published in 2025 in the Majmaah Health Sciences Journal, indicated that laser hair removal was the most popular and adhered-to cosmetic procedure among Saudi women, yet nearly half reported dissatisfaction with the results.
These figures do not point to a gap in demand, but rather a gap in outcomes. This issue is not as marginal as it may seem; it is a reality for millions of women, a recurring routine in their self-care and maintenance. Although widespread globally, it is rarely discussed openly.
So where does Ramadan fit into this picture?
The holy month has its own unique rhythm. With altered daily schedules, limited free time, and a cultural emphasis on conscious practices and informed choices, people naturally reassess how they allocate their energy. While beauty clinics and centers across the Kingdom typically experience a surge in consultations before Eid al-Fitr, what's striking recently is that many clients aren't seeking quick fixes. Instead, they're asking fundamental questions about the effectiveness of their usual practices.
It's crucial to be cautious in this regard. We mustn't forget that Ramadan is a holy month. However, what compels me to discuss this topic during Ramadan is the genuine connection between the month's call for patience, purification of intentions, and letting go of what is no longer beneficial, and the enduring solutions it offers.
When we established our specialized electrolysis hair removal center in the UAE in 2016, it was in response to a clear gap: the region's need for permanent, safe, and regulated hair removal solutions that take into account the diversity of hair types and the prevalence of conditions such as polycystic ovary syndrome (PCOS). Electrolysis is the only method recognized by the US Food and Drug Administration (FDA) and the American Medical Association (AMA) for achieving truly permanent results, regardless of hair color or type. This is a proven fact, supported by official regulations.
However, awareness of this technology in Saudi Arabia remains limited. This is partly due to familiarity; traditional hair removal techniques have dominated the discussion for years, while electrolysis requires more sessions and the precision of a licensed specialist, which has slowed its adoption. Education also plays a crucial role; many of our clients have never heard of this technology before and only come to us after exhausting all other options.
With the opening of our center in Riyadh in January 2026, our goal was not just to provide a service, but to build this awareness from the ground up. While the healthcare sector tends to offer permanent solutions in aspirational and vague terms like "investing in yourself" and "long-lasting beauty," I prefer clarity. I mean that permanent hair removal requires time, commitment, and realistic expectations about the results.
Today, Saudi Arabia is undergoing a real transformation in its relationship with wellness and self-care. Women are increasingly participating in the workforce, the beauty market is maturing rapidly, and consumers are asking more critical questions about the brands they choose. Beyond all that has been mentioned, Saudi Vision 2030 has not only reshaped the economy but has also impacted how Saudis approach their daily lives and make choices.
In this context, consistent care takes on a deeper meaning in our lives, moving beyond mere routine. Ramadan serves as a reminder to let go of what is unnecessary and focus on what is essential. The most important question is not which remedy is popular, but which one proves effective and deserves to be part of our daily routine.
