Showcasing over 350 exhibitors from 35 countries and welcoming ten thousand visitors, the 2024 edition of Beautyworld Saudi Arabia witnessed incredible growth and success. Among the many activities that took place at the event, participants gathered with great interest for the hair, beauty and wellness industry trends and insights revealed as part of the Next in Beauty Conference, held for the first time in KSA.

The 4th edition of Beautyworld Saudi Arabia 2024, held at the Riyadh International Convention and Exhibition Centre (RICEC) from February 11th – 13th, showcased several brands focusing on the new trend called ‘reverse ageing’ that presents an innovative way to deal with the customers’ expectations.

Beautyworld Saudi Arabia

These modern trends were explored by a panel of international industry experts attending the Next in Beauty Conference.
Daphne Lamberts, Founder of Alam Health & Beauty together with Dina Sidanai, Founder of ilik Health, Manal Al-Abyadh of Coty and Fatmah Abdullah S. Al Maddah, CEO of Labothecaire Co led the first panel discussion that analysed the needs of the modern beauty consumer.

To win the modern customers, customisation is the key!” said Dina Sidanai. “Transparency is crucial for ingredients and formulations, and indispensable to break into international markets. Natural ingredients grown locally can give brands an edge and companies should always be aware of the audience they are addressing”.

Reinforcing the importance of the respect of Customers’ needs, Manal Al-Abyadh explained: “Nowadays, women’s bags are smaller, therefore beauty products must adapt and become multi-use, multipurpose and, most importantly, they must work. Brands should never try to deceive the customers, instead, they must give the consumers all the correct information they need”.

Beautyworld Saudi Arabia

Fatmah Abdullah S. Al Maddah added: “Traditional brands should pay attention to upcoming newer brands who understand their consumers better and do not rely on old formulations or marketing strategies. Customisation and even nationalisation are imperative for success”.

Milla Kirk, CEO, of Mine in Beauty exhibited at Beautyworld Saudi Arabia for the first time after winning the ‘Best Productaward at Beautyworld Middle East, Dubai in 2023, for the ‘Mine Elipse’ facial massager. Her conference headline “Beyond Chronology” described a reversing ageing process that concerns the challenges of not just looking younger, but feeling better, something even Gen Z and Millennial consumers are searching for.
Milla believes that both women and men should feel confident in the ageing process and that nobody is too young to start a fight against the ageing process.

A natural and nutritional approach to ‘wellness from within’ comes from emerging UK brand, Feel, exhibiting in Saudi Arabia for the first time with the world’s first vegan collagen supplements. Boris Hodakels, Director of Feel Holdings has seen a lot of interest in the exhibition: “Emerging beauty – from within as a category is growing internationally. We find that people want to look at good skin, hair and nails from a cellular level, a process that involves nutrition too, a commitment to a routine rather than a quick fix”.

The global anti-aging market size reached US$ 71.6 Billion in 2023 according to the latest research from Imarc Group. Daphne Lambert believes in the term ‘Reverse Ageing’ as a trend versus anti: “Today, we are less trying to fight it as it has happened and more into preventing the effects of age, and this applies to both men and women and reverse ageing routines are starting earlier than ever for consumers.”

Saudi Arabia is the 5th Beautyworld event globally, following annual shows in Dubai (Beautyworld Middle East) and Japan (Beautyworld Japan, Beautyworld Japan West, and Beautyworld Japan Fukuoka). Beautyworld Saudi Arabia is licensed to 1st Arabia Tradeshows & Conferences by Messe Frankfurt Exhibition GmbH.

Next Editon Beautyworld Saudi Arabia
The Next Edition of Beautyworld Saudi Arabia, licensed by Messe Frankfurt GmbH, will take place from April 21st – 23rd, 2025 at the Riyadh International Convention and Exhibition Centre (RICEC), offering thousands of trade visitors a convenient and engaging platform to meet with over 200 regional and international exhibitors from across the globe for three days of business networking and sourcing.

For more information, please visit : official web site