● lobal innovation continues to meet Saudi creativity on the show floor.
● Bold nail artistry and global beauty insights dominated the second day of Saudi Arabia’s leading industry showcase.
● Leaders and experts from Chalhoub Group, Powder Beauty and Puig explored AI, clean beauty and regional trends at the Next in Beauty Conference.
● The Nail Arena powered by Sawaya International drew packed crowds with spa-led demonstrations and bold nail artistry from brands Gelish and Morgan Taylor.
Riyadh, KSA: Day Two of Beautyworld Saudi Arabia 2025 brought together global insight, regional creativity, and immersive experiences across the show floor at RICEC. With strong visitor numbers continuing from the opening day, the atmosphere remained energetic as content sessions, brand activations and live features offered inspiration and opportunity in equal measure.
Global and Local Industry in Sync – Brands in the Spotlight
With pavilions representing Brazil, Turkey, Korea, China, France, South Africa and more, the international footprint was matched by strong Saudi participation. Local beauty brands continued to gain attention for their bold concepts and fast-growing influence.
KATIA Cosmetics, a first-time local exhibitor at Beautyworld Saudi Arabia, drew significant attention from visitors throughout the event. Specializing in makeup and nail products, the brand unveiled a series of exciting new launches, including a skin filler foundation, Breath Skin concealers, a liquid base formula lipstick, and a velvet lipstick—each highlighting KATIA’s dedication to innovation, performance, and quality in beauty.
Alma Secret, the Spanish skincare brand known for its botanical-based, high-performance formulas, made a strong presence with the launch of its new retinal range. Highlights included the Round Midnight Eye Contour 0.05% Retinal and Sedret Round Midnight Serum 0.2% Retinal, both featuring multi-encapsulated retinal for powerful yet gentle results.
As a first-time exhibitor at Beautyworld Saudi Arabia, Urban Keratin Group—a premium French haircare brand founded in 2010—showcased its innovative product range infused with 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 Bernard Big, CEO of Urban Keratin Group. “We’re already present in Bahrain, Dubai, and Lebanon, and are now actively seeking a distributor in Saudi Arabia. One of our latest launches is a charcoal-based hair Botox treatment that detoxifies and adds shine.”
Creative Expression Meets Technical Excellence at the Nail Arena
Across the hall, the Nail Arena powered by Sawaya International continued to draw large crowds, with Morgan Taylor and Gelish delivering hands-on inspiration and artistry.
Highlights included a wellness-themed session on Bare Luxury Hand & Foot Care, which reimagined the spa manicure experience for a luxury-focused clientele, and a visually striking evening demo on chrome and one-stroke nail art that had nail artists and influencers buzzing.
The Future of Beauty, Unpacked at Next in Beauty
The Next in Beauty Conference is a major draw for visitors, with several sessions standing out for their industry relevance and thought leadership.
A high-profile panel titled “Leaders’ Opinion - Market Trends and Insights for the Beauty Business” featured speakers from Chalhoub Group, Powder Beauty, Puig, The Fragrance Shop, and media personality Alice Abdel Aziz, unpacking the rise of clean beauty, AI personalisation, and retail innovation across the Middle East.
Another popular session explored the booming wellness economy, with speakers highlighting the opportunities for spa-led experiences in Saudi’s expanding hospitality landscape.
Beautyworld Saudi Arabia 2025 continues tomorrow with its final day of content, activations and networking.
Beautyworld Saudi Arabia is one of several Beautyworld exhibitions held around the world, alongside Beautyworld Middle East in Dubai; Beautyworld Japan Tokyo; Beautyworld Japan Osaka; Beautyworld Japan Fukuoka; Beautyworld Japan Nagoya; as well as Beautyworld Central Asia and Beauty Expo in Taiwan. Beautyworld Saudi Arabia is licensed to 1st Arabia Tradeshows & Conferences by Messe Frankfurt Exhibition GmbH.