• International exhibitors from 37 countries participated in Beautyworld Saudi Arabia 2025 making this the most global edition to date.
• Major players from France, Brazil, South Korea, USA, Italy and the UAE launched new products and forged partnerships at the three day event.
• Saudi Arabia’s $5 billion beauty market continues to attract serious interest from the global industry.
Riyadh, KSA: The fifth edition of Beautyworld Saudi Arabia concluded today, having welcomed international exhibitors from 37 countries - the clearest sign yet that Saudi Arabia has become a key destination for the global beauty trade.
From Floractive (Brazil), Sozio (France) and Marchesini Group Beauty (Italy) to Al Haramain Perfumes (UAE), the show floor featured international brands and distributors launching products, exploring retail partnerships and planning market entry.
Country pavilions from France, Korea, Turkey, Brazil, China and South Africa were among the busiest areas across all three days, as new-to-market brands tested local interest and regional favourites returned to scale their presence.
“It’s our first time in Saudi Arabia, and we’re absolutely loving the experience—Beautyworld has truly impressed us,” said Priscila Papastefanu from the Export Department at Nuance Brazil. “We chose Saudi Arabia to explore a new market, having already exhibited in Bologna, Miami, Dubai, India, and soon Turkey. We’re also thrilled to debut our latest innovation here—a revolutionary Brazilian protein treatment that requires no pause time and hasn’t even launched in Brazil yet. Our brand offers a complete range, from professional salon size products to home care, allowing clients to maintain salon-quality results at home.”
According to the 2024 BeautyMatter Middle East Report, Saudi Arabia’s beauty sector was valued at $3.82 billion in 2021 and is projected to exceed $5 billion, driven by high-income consumers, premiumisation and a surge in demand for wellness and retail innovation.
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.