Beautyworld Saudi Arabia 2025 is set to reveal what the world has yet to fully understand: when it comes to haircare, this region is ready to lead.
A Market Rich in Potential—And Misconception
For too long, global brands have underestimated the depth of haircare culture in the Middle East, misled by the assumption that covered hair equals disinterest. The opposite is true. In Saudi Arabia and across the GCC, haircare is an intimate, ritualised, and highly valued part of women’s private beauty routines.
The 2024 Middle East Beauty Market Report, commissioned by Messe Frankfurt Middle East, confirms that professional haircare in the region is growing at a double-digit pace, with Saudi Arabia leading the charge.
The Kingdom Is Crowned: Why Saudi Arabia Is the Market to Watch
Beautyworld Saudi Arabia—returning to Riyadh in April 2025—is more than a trade show. It’s the pulse of the region’s beauty evolution. With over 350 exhibitors and 15,000+ visitors at the last edition, this platform creates the space for international and regional players to meet, inspire, and transform the future of beauty in the Middle East.
And there’s good reason why all eyes are on Saudi Arabia: the Kingdom’s beauty market was valued at $3.82 billion in 2021 and is expected to climb to $5 billion soon. It is officially the largest and fastest-growing beauty market in the GCC, with Saudis leading the region in per capita beauty spending. Nearly 70% of the population is under 30, making it a youthful, trend-driven, and economically empowered market eager for premium experiences—especially in haircare.
From Tradition to Trend
Beauty in the Middle East is deeply rooted in cultural traditions. Ancient practices like kohl, hammams, and perfumery have evolved into modern-day rituals, giving rise to a new fusion of heritage and innovation. Fragrance, in particular, holds a revered status, with regional ingredients like oud and rosewater dominating both local and international markets.
The same evolution is happening in haircare, where time-honoured oils and treatments are meeting high-tech formulations and modern routines. The result? A market that respects its roots while craving innovation.
Professional Haircare: Private Ritual, Public Opportunity
Haircare in the Middle East is an intimate ritual with considerable public potential. Demand for scalp care, hydration, and advanced styling is booming in salons, where clients expect luxury and performance. Local salon culture is rapidly evolving, opening doors for brands that offer more than just products.
- Gen Z drives demand for clean, high-performance products, fuelled by social media, self-expression, and a desire for authenticity.
- Cultural nuance matters—brands must localise strategies to respect regional sensitivities across the GCC, Levant, and North Africa.
- Empowered women are reshaping the market, with increased financial independence and entrepreneurial activity accelerating beauty consumption.
- Sustainability is rising fast, especially among younger consumers; clean beauty and conscious shopping are becoming the norm, not the niche.
- Digital channels dominate, with e-commerce and influencer marketing giving brands direct access to an engaged, trend-driven audience.
Beautyworld Saudi Arabia: Where Hair Means Business
Beautyworld Saudi Arabia has become the go-to platform for anyone looking to make a real impact in this region. It’s not just where deals happen—perceptions shift, trends ignite, and the future of beauty in the Middle East takes shape.
As global attention turns toward Riyadh, the message is clear: professional haircare is not just part of the Middle East’s beauty story—it’s one of its most powerful chapters.
With thought leaders like Pier Giorgio Scrimaglio joining the conversation, Estetica Export will be at the heart of it, engaging with professionals, distributors, and brand leaders to capture the insights that matter for European companies ready to expand.
