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Excitement Mounts Ahead of Beautyworld Saudi Arabia’s Debut

The country’s mega beauty and personal care market is a major draw card for global beauty and wellness brands.

With Saudi Arabia’s whopping US$5.7 billion beauty and personal care market, it’s not surprising global suppliers of beauty and wellbeing products have eagerly snapped up slots for Beautyworld Saudi Arabia’s debut.

The inaugural edition of the dedicated trade fair for cosmetics, skincare, haircare, salon supplies and fragrances will run from 14-16 October at the Jeddah Center for Forums and Events. And thousands of Saudi trade buyers and beauty professionals will be able to explore what over 120 exhibitors from around the world have to offer.

The maiden three-day event, co-organised by Messe Frankfurt Middle East and Saudi-based ACE Group, will cover the five product groups of Fragrance; Cosmetics & Skincare; Hair, Nails & Salon Supplies; Machinery, Packaging, & Raw Materials; and Personal Care & Hygiene. “The unbridled enthusiasm among leading international brands to gain further access to the Middle East’s largest beauty and wellness market is understandable,” Pauwels, CEO of Messe Frankfurt Middle East, said. “The retail value of beauty and personal care in Saudi is estimated to grow from US$5.7 billion in 2018 to US$6.9 billion in 2021, making it a key growth market.“


Mr Ahmed Pauwels, CEO of Messe Frankfurt Middle East

Having 16 Launch Partners on-board, including companies like Beauty Care Company, Sama Pharma and Forever 52 make-up, highlights the excitement surrounding the event. UAE-based Nazih Group, one of the Middle East and North Africa’s largest distributors of professional haircare and cosmetics, is also involved. “Studies show that Saudi Arabia is one of the main players in the Middle East and African beauty market and, in almost three decades, we’ve attested it,” the Group’s Managing Director, Nazih Hamad, said while discussing why the exhibition is a major milestone in the Kingdom’s beauty industry. “It’s also estimated the share of premium beauty products in the Kingdom will grow from 54 percent of the market in 2015 to 60 percent in 2020, a promising figure that shows Saudi is still a greener pasture. The market is young and there’s more to explore.”

Tarek Anbar, Regional Sales Director at Symrise for the Middle East, Africa, and Turkey, is also excited about his company, one of the one of the world’s largest suppliers of Flavours and Fragrances, taking part in the key networking and knowledge sharing platform for the beauty and wellbeing industries. “Saudi Arabia is the largest Middle East market and being an official launch partner for Beautyworld Saudi Arabia will put us in the position to further drive growth and cement our position as one of the leading fine fragrance companies not only regionally, but globally,” he said.

Beautyworld Saudi Arabia is the 5th Beautyworld event globally, following annual shows in Dubai (Beautyworld Middle East) and Japan (Beautyworld Japan, Japan West, and Japan Fukuoka).

Saudi’s Beauty Industry in Figures
According to analysts Euromonitor International (EMI), Saudi consumers are likely to spend US$2.1 billion on fragrances in 2021, compared to US$1.8 billion in 2017, making it the Kingdom’s top Beauty and Personal Care (BPC) product category. Haircare (US$784 million) and skincare (US$713 million) were also high value categories in 2017, along with men’s grooming (US$559 million) and colour cosmetics (US$561 million). Solid growth is predicted across all BPC categories through to 2021, according to EMI.

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