- 17,719 visitors from 71 countries mark 29.5% year-on-year growth for
- Beautyworld Saudi Arabia, as the Kingdom cements its status as a global beauty hub
- Innovation and creativity shine with packed conferences, headline product launches and trendsetting features
- 37 exhibiting countries and ambitious Saudi brands drive record business and reflect the region’s market-leading growth
- Visitors and exhibitors embrace global trends, clean beauty, AI personalisation and spa wellness innovations at the region’s biggest beauty showcase
Riyadh, KSA: Beautyworld Saudi Arabia 2025 closed its most successful edition to date on 23 April after welcoming 17,719 visitors from 71 countries – a 29.5% year-on-year growth – and showcasing more than 37 exhibiting nations.
Over three high-energy days, the Riyadh International Convention and Exhibition Centre transformed into a hub of global beauty innovation, regional creativity, and commercial opportunity. From exclusive product launches and pioneering thought leadership to sold-out live features and hundreds of business matchmaking meetings, Beautyworld Saudi Arabia 2025 reflected both the Kingdom’s soaring market influence and the Middle East’s dynamic beauty and wellness evolution.
With buyers and beauty professionals attending from across the GCC, wider MENA region and key international markets. The top ten visiting countries were Saudi Arabia, China, Kuwait, Bahrain, Türkiye, Egypt, Jordan, France, India and the United Kingdom.
Exhibitors travelled from 37 countries, spanning powerhouse brands and dynamic newcomers, to showcase the latest in fragrance, skincare, hair, nails, salon solutions, beauty tech and wellness. Country pavilions included France, Korea, China, Brazil, South Africa, and Turkey - all delivered strong international impact.
The show saw hundreds of pre-arranged B2B meetings facilitated by the Business Matchmaking Programme and the invitation-only Premium Club, plus numerous organic connections, which drove distributor partnerships and regional deals across all three days.
Bilal Al Barmawi, CEO and Founder of 1st Arabia Trade Shows & Conference, said: “Beautyworld Saudi Arabia 2025 demonstrated once again that the Kingdom is not just a fast-growing beauty market, but a critical gateway for global brands seeking to build lasting partnerships in the Middle East. This year’s event delivered tangible commercial results and there was a great synergy between international and local brands on the show floor. As Saudi innovation continues to flourish, Beautyworld Saudi Arabia has become the must-attend platform for business growth and opportunity in the region and beyond.”
Market insights and key trends
The Next in Beauty conference was home to a packed schedule of market-shaping content across three days (21-23 April) with expert speakers and panellists from Chalhoub Group, Arabian Oud, Powder Beauty, Puig, The Fragrance Shop and more unpacking the following key trends:
- AI-driven personalisation in beauty retail.
- The rise of K-Beauty and J-Beauty across the GCC.
- The growth of clean beauty and conscious consumption.
- The Saudi spa and wellness economy as a catalyst for product and service innovation.
- Brand-building strategies for local and international beauty businesses in the Kingdom.
Nail Arena powered by Sawaya
The Nail Arena powered by Sawaya was another headline feature, drawing packed crowds for live artistry, nail battles, and technique showcases led by Gelish and Morgan Taylor. Chrome designs, one-stroke nail art and spa-led wellness tutorials inspired both professionals and influencers who were in attendance.
Breakthrough product launches and brand highlights
Saudi brands led with bold launches and innovation, with KATIA Cosmetics introducing its skin filler foundation, Breath Skin concealers, a new liquid base formula lipstick, and velvet lipsticks during the show. Cherry Blossom Natural Skincare, Sedr Al Khaleej and Woman Secrets also drew strong attention.
International exhibitors made waves with Urban Keratin (France) debuting a charcoal-based hair Botox treatment and reporting strong distributor interest. Additional highlights included Alma Secret (Spain) launching a retinal skincare range and Gelish showcasing ProHesion advanced nail techniques and Lightspeed Soft Gel technology for fast, flawless results.
Many first-time exhibitors reported high engagement, and initiated distributor deals during the event, reinforcing Beautyworld Saudi Arabia’s position as the go-to platform for regional market entry.
Saudi Arabia at the heart of global beauty trends
Saudi Arabia’s beauty market continues to outpace global growth rates. As the fastest-growing market in the GCC, it is fuelled by:
- A young, tech-savvy population (63% under 30).
- Growing female consumer spending and entrepreneurship.
- High beauty and wellness spending per capita.
- Strong demand for AI-driven solutions, clean beauty and heritage-infused products.
The show’s alignment with these trends, from beauty tech to wellness and sustainability, resonated strongly with both visitors and exhibitors from all corners of the globe.
“The growth of Beautyworld Saudi Arabia 2025 reflects the Kingdom’s rising leadership in shaping global beauty trends. This year’s surge in visitors and the calibre of exhibitors, combined with the creativity and innovation we saw across features like Next in Beauty and the Nail Arena, made it clear that Saudi Arabia is setting the agenda for beauty, wellness and personal care in the region. The energy, collaboration and business success we witnessed throughout the show is completely unmatched,” said Syed Ali Akbar, Show Director at Messe Frankfurt Middle East.
Following the success of this year’s record-breaking edition, Beautyworld Saudi Arabia will return in 2026 with dates to be announced soon.