Whites

What Whites does

Whites is a Saudi Arabia-headquartered multi-category beauty and personal care retailer operating since 2008 across an omnichannel footprint that includes its own e-commerce platform (whites.sa), native iOS and Android mobile applications, and a network of physical retail branches in Saudi Arabia. The company's assortment spans ten-plus categories — Make-up, Skin Care, Hair Care, Perfumes, Personal Care, Mother & Baby, Vitamins & Supplements, Medicine, Health Care, Healthy Foods, and Contact Lenses — supported by a dedicated Korean beauty vertical. The merchandise mix blends international mass and premium brands (Bio Oil, Replenix, Garnier, Clara, Braun, Rimmel, Bourjois, Kerastase, CHI) with K-beauty anchors such as COSRX, including a featured COSRX PDRN product line.

Revenue is generated through one-time retail product sales to individual Saudi consumers, with no subscription or licensing model disclosed. Pricing is not publicly detailed; demand is stimulated through recurring promotional mechanics — summer offers, exclusive deals, last-chance items, and sub-10-SAR price-point merchandise — alongside a points-based loyalty program ("نقاط وايتس" / "Ana Whites") tied to registered customer accounts. Marketing and acquisition channels rely on the owned website and blog content, SEO for high-intent beauty search terms, mobile app distribution, and the loyalty program for repeat engagement. No information is disclosed regarding revenue, funding history, ownership structure, leadership beyond the chairman seat, or proprietary technology; the storefront appears to be operated on a third-party commerce platform (Akinon) rather than custom-built infrastructure.

Name

Whites

Legal name

Whites

Website

https://whites.net

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Whites is a Saudi Arabia-based omnichannel beauty and personal care retailer selling cosmetics, skincare, haircare, fragrances, and adjacent health-and-wellness products to Saudi consumers via its own e-commerce site, mobile apps, and physical store branches.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Retail-Variety Stores (5331), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Health & Beauty Value Variety Stores (Non-Pharmacy) (CRAEAGAG)

Keywords

• Beauty retail
• Skincare products
• Makeup products
• Personal care
• E-commerce beauty

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Product Sales: Whites generates revenue through direct retail sales of beauty, skincare, hair care, perfume, and personal care products to consumers. Products are sold at various price points through their e-commerce platform and physical stores, with promotional offers and seasonal sales driving purchases.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Whites is a Saudi Arabia-based multi-channel beauty and personal care retailer selling makeup, skincare, hair care, perfumes, personal care, mother & baby, vitamins, health, and healthy food products. The company distributes through its own e-commerce platform (whites.sa), native iOS/Android mobile apps, and physical retail store branches, offering both international and Korean beauty brands alongside its Whites points-based loyalty program.

Product overview

Whites is a Saudi Arabian beauty and personal care e-commerce platform offering a comprehensive portfolio across ten product categories: Make-up, Skin Care, Hair Care, Perfumes, Personal Care, Mother & Baby, Vitamins & Supplements, Medicine, Health Care, and Healthy Foods. The platform specializes in both international brands (Bio Oil, Replenix, Garnier, Clara, Braun, Rimmel, Bourjois, Kerastase, CHI) and Korean beauty products. It operates a loyalty program (أنا وايتس) and provides mobile applications for iOS and Android. Whites positions itself as a one-stop destination for beauty, wellness, and health products in the Saudi market.

Differentiator

Problem solved

Functional benefit

Products and services

• Make-up (المكياج) Cosmetics and color products for facial enhancement including lipstick, highlighter, lip care, BB cream, and facial kits, sold to individual consumers.
• Skin Care (العناية بالبشرة) Facial and body skincare products for cleansing, moisturizing, and treating various skin concerns, sold to individual consumers.
• Hair Care (العناية بالشعر) Hair care products including hair serums, treatments, and styling products for various hair types and concerns, sold to individual consumers.
• Perfumes (العطور) Fragrance products for personal scent including perfumes and colognes, sold to individual consumers.
• Personal Care (العناية الشخصية) Personal hygiene and grooming products including deodorants and body care items, sold to individual consumers.
• Mother & Baby (الأم والطفل) Products for maternal and infant care including baby care essentials and mother wellness items, sold to individual consumers.
• Vitamins & Supplements (الفيتامينات والمكملات) Nutritional supplements and vitamins for health and wellness support, sold to individual consumers.
• Medicine (الأدوية) Over-the-counter medications and pharmaceutical products, sold to individual consumers.
• Health Care (العناية بالصحة) Health and wellness products for personal health management, sold to individual consumers.
• Healthy Foods (الأغذية الصحية) Organic and health-focused food products, sold to individual consumers.
• Korean Beauty (الجمال الكوري) K-beauty products featuring COSRX PDRN and other Korean skincare brands known for innovative formulations, sold to individual consumers.
• Contact Lenses (العدسات) Cosmetic and corrective contact lenses with discount offers, sold to individual consumers.
• Whites Loyalty Program (خدمة أنا وايتس) Points-based loyalty program allowing customers to earn and redeem points on purchases, supporting repeat purchases and customer retention.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor.

• Bio OilminorOthersBio Oil is one of the top-selling brands available on the Whites platform, included in the 'Most Popular Brands' section of the website.
• ReplenixminorOthersReplenix is featured among the top-selling brands on the Whites platform.
• GarnierminorOthersGarnier is listed among the most popular brands available on the Whites e-commerce platform.
• KerastaseminorOthersKerastase is a premium hair care brand featured on the Whites platform with dedicated promotional banners.
• COSRXminorOthersCOSRX is a popular Korean beauty brand featured on Whites with dedicated promotional campaigns including PDRN product line.
• CHI (Hair Care)minorOthersCHI hair care products are available on the Whites platform, filterable in the hair care category.
• BraunminorOthersBraun is listed among the most popular brands available on the Whites platform.
• RimmelminorOthersRimmel is a makeup brand featured among the top-selling brands on Whites.
• BourjoisminorOthersBourjois is a makeup brand listed among the most popular brands on Whites.
• ClaraminorOthersClara is listed among the most popular brands available on the Whites platform.

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Namshi: Namshi is a leading MENA fashion and beauty e-commerce platform owned by Noon. It overlaps with Whites on beauty, haircare, and personal care SKUs and competes for the same Saudi online beauty shopper, though fashion is its anchor category.
• Amazon Saudi Arabia: Amazon.sa is the dominant Saudi online marketplace and sells a broad assortment of beauty, personal care, vitamins, and health products. It competes with Whites on price, selection, and delivery speed, though beauty is one of many categories rather than its focus.
• Noon: Noon is a leading MENA e-commerce marketplace with a substantial beauty and personal care category in Saudi Arabia and the UAE. It competes with Whites on price-led discovery, breadth of brand assortment, and delivery infrastructure.
• Fawaz Alhokair Group (beauty vertical): Alhokair is a major Saudi retail group with multi-brand beauty and fashion franchises. Its beauty operations compete with Whites' in-store assortment in Saudi shopping malls, though beauty is one part of a broader retail portfolio.
• Sephora Middle East: Sephora operates multi-brand beauty stores and e-commerce across MENA, including Saudi Arabia, with a similar multi-category assortment to Whites. It is a broad incumbent peer with stronger global scale and brand exclusivity advantages.

Direct peers

• Ounass: Ounass is a UAE-headquartered luxury beauty, fashion, and lifestyle e-commerce platform with Gulf-wide delivery. It is comparable to Whites as a Gulf beauty destination, though it skews more luxury/premium in positioning.
• Nice One: Nice One is a Saudi beauty and personal care marketplace/retailer with both e-commerce and physical presence. It is highly comparable to Whites in target customer (Saudi women), category mix, and reliance on international and Korean beauty brands.
• Boutiqaat: Boutiqaat is a Kuwait-headquartered MENA beauty and lifestyle e-commerce platform offering makeup, skincare, haircare, and fragrances from international brands. It is a direct peer given its online-first beauty model, K-beauty and Western brand mix, and Gulf consumer base.
• Faces: Faces is a Saudi- and UAE-headquartered multi-brand beauty and personal care retailer operating physical stores and e-commerce. It is the most direct comparable to Whites given overlapping omnichannel model, similar multi-category beauty assortment, and shared MENA customer base.

Emerging players

• Mumzworld: Mumzworld is a MENA-focused mother, baby, and family e-commerce platform. It overlaps with Whites' Mother & Baby category and competes for the same Saudi household basket, though Mumzworld is specialized rather than a general beauty retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Whites_ME
• LinkedInlinkedin.com/company/whites-pharmacy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Whites