What a success! See you in 2025.

Save the date: 21 – 23 April, 2025 

All press releases

Fragrance, Camel Milk and Brow Mastery on Day Two of Beautyworld Saudi Arabia 2024

13 Feb 2024

●       International and regional fragrance houses focus on KSA growth and market maturity.

●       A packed BeautyLIVE! audience saw the latest techniques in brow waxing, tinting and shading trends.

●       Reversing the ageing process, revolutionising aesthetics and the power of camel milk as a sustainable and effective beauty ingredient were the highlight topics at the Next in Beauty Conference.

Beautyworld Saudi Arabia Image

Riyadh, Saudi Arabia: For International and regional fragrance houses, the booming GCC fragrance market is led by the Saudi Arabian consumers' sophistication and appreciation for quality scent and niche formulations, day two of Beautyworld Saudi Arabia revealed.


At the 4th edition of the Kingdom’s largest international trade fair for the beauty and wellness industry, Beautyworld Saudi Arabia 2024 is being held at the Riyadh International Convention and Exhibition Centre (RICEC) until February 13th, and is dominated by specialists amongst five key dedicated industry segments, Fragrance; Hair, Nails & Salon Supplies; Cosmetics & Skincare; and Supply Chain & Services as well as Personal Care & Hygiene

“Saudi Arabia is one of the few markets that truly focuses on quality fragrance” said Mehmet Celik, Perfumer at exhibitor Froma Fragrances and Flavors. “It is in the blood here, they understand quality and know how to ‘smell’ - even as a perfumier I am always surprised at how educated the people here are on fragrance” he continued.

“International brands are adapting fragrances specifically for the KSA market” said Labeeb Kuttiamu, COO and CFO of Fragrance World. “In the past decade we have seen the GCC market usurp the European one in terms of growth, but one thing is sure, an ‘Arabic’ touch to fragrance is now a must, not a niche idea,” she added.

Beautyworld Saudi Arabia Image

Milla Kirk, CEO, Mine in Beauty is exhibiting at Beautyworld Saudi Arabia for the first time after scooping the ‘Best Product’ award at Beautyworld Middle East in 2023, for the ‘Mine Elipse’ facial massager. Her conference presentation Beyond Chronology: reversing the ageing process cemented the popular influence in 2024 of addressing the challenges of not just looking younger, but feeling better, something even Gen Z and Millennial consumers are searching for with their beauty regimens. Kirk believes that both women and men should feel confident in the ageing process and that you are never too young to try and combat the ageing process from your skin, but it’s possible to do this naturally, rather than via surgery or toxins. “My products are ideal from the age of 25 plus, which seems young, but it’s truly about the longer-term focus for true results” said Kirk.

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. Boriss Hodakels, Director of Feel Holdings has seen a lot of interest in his category at 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, as nutrition too, which is definitely a commitment to a routine rather than a quick fix. AI plays a huge part in creating the Feel collagen products, and bio-engineering ingredients makes them technically more effective and an excellent natural solution especially for menopausal symptoms and hair loss” he said.

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 on our skin in the first place. 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.

For more information or to register as a visitor at Beautyworld Saudi Arabia 2024 please visit: