Three high-intensity days in Riyadh revealed something deeper than product launches and packed aisles—Beautyworld Saudi Arabia 2025 is a living snapshot of a market in transformation.
By Pier Giorgio Scrimaglio
“Though smaller in scale compared to Dubai, this show speaks directly to the Kingdom, and what I saw on the ground proves one thing: if you want to understand the future of beauty in the Gulf, you can’t skip Riyadh.”
A Distinctly Saudi Experience—Not Just Another Fair
Unlike Dubai’s polished internationalism, Riyadh’s edition is proudly domestic, and that’s its greatest strength. This is not an international fair – it’s a fair for Saudi Arabia. You have to be here to grasp the distinct business culture, the structure of distribution, and the nuances that define this market.
Saudi Arabia’s distributors are multichannel and remarkably organised—unlike in Europe, where distribution is often siloed by sector. Whether it’s skincare, haircare, or fragrance, the players here are versatile and future-focused. And you feel the momentum. This is a market still in the early stages of its rise, but with clear ambition.
Intense Footfall, High-Quality Leads
The energy was constant. All three days saw packed aisles and busy stands. Urban Keratin Group, a premium French haircare brand, made its debut at Beautyworld Saudi Arabia with a standout line featuring keratin, hyaluronic acid, and diamond powder. “This is our first time participating in Beautyworld Saudi Arabia, and it’s been a truly rewarding experience,” said CEO Bernard Bigiaoui. “We’re already present in Bahrain, Dubai, and Lebanon, and are now actively seeking a distributor in Saudi Arabia.”
The quality of attendees was impressive—distributors, salon owners, pharmacists, and professionals deeply embedded in the industry. “Attending Beautyworld Saudi Arabia turned out to be a very positive experience. There was a strong local presence, especially from Riyadh, Jeddah, and Dammam, and I made many high-quality contacts. The market has huge potential, with relatively few brands outside the major multinationals. Based on what I saw, I’m definitely considering coming back next year,” echoed Federico Dionisi, CEO of Iemme Srl.
Next in Beauty: Saudi as a Testing Ground
The Next in Beauty conference added intellectual and cultural depth to the show. “It’s become an integral centre point of the entire event,” said Bilal Al Barmawi, CEO of 1st Arabia Trade Shows. “It reflects the appetite for forward-thinking conversations and meaningful exchange.”
From AI-driven personalisation and clean beauty to the rise of wellness and indie brands, the sessions revealed Saudi Arabia not only as a beauty consumer, but as a testing ground for innovation. “The momentum here is pointing toward Saudi Arabia as a future-shaping force in beauty,” confirmed Syed Ali Akbar, Show Director at Messe Frankfurt Middle East.
Global Presence, Local Priorities
Although the show is locally focused, the international presence was undeniable. Delegations from Korea, Brazil, France, and South Africa were on the floor—each eager to understand and assess the Saudi consumer. In total, the 9 companies participating in Beautucare Brazil and exhibiting at Beautyworld Saudi Arabia registered 240 business meetings and US$390,000 in sales, with an expectation of more than US$2.6 million over the next 12 months.. “The fair shows real potential to attract buyers from beyond Saudi,” said Tiago Milani of ABIHPEC.
The Marchesini Group echoed this sentiment. “After years of success in Dubai, we came to understand this market directly,” said Emiliano Chiodini. “The experience was positive, and while it needs time to develop, our expectations were largely met.”
Even veteran players like Ceriotti, a staple in the Saudi market for over two decades, used the event to reposition their distribution model. “We received many valuable contacts and expect good results in the coming years,” shared Marco Ceriotti.
Fragrance and Skincare Lead the Way
As expected, fragrance held strong. Al Haramain launched its new “Natural Series” line, receiving overwhelming interest. UAE-based Figta Beauty debuted two premium skincare lines at Beautyworld Saudi Arabia: Glowy n’ Glassy, focused on radiant, soothing care, and Keynoteskin, a Korean-inspired brand known for science-driven, transformative formulas. These brands brought science-led innovation tailored for Saudi’s wellness-savvy consumers.
Wellness itself is rapidly expanding. “It’s not just about relaxation anymore,” said Charbel Watfa of the Four Seasons Riyadh. “It’s about sleep, fitness, longevity, and women-only wellness spaces.” Their Amala resort on the Red Sea is pioneering sustainable spa treatments using locally grown ingredients.
Final Thoughts: A Market in Motion
“Beautyworld Riyadh feels like the little sister of Dubai,” admitted Barbara Serafino of Lab 37. “But the growth is visible and undeniable. My clients here are already getting strong orders—the demand is real.”
That’s the core message from this year’s show. Saudi Arabia’s beauty industry is expanding fast, but in its own way. And if you’re serious about entering or growing in the Middle East, don’t just go to Dubai — start watching Riyadh. And better yet— attend the show.
