The Kingdom represents the highest consumption of cosmetics and beauty products in the Middle East and Africa


Riyadh, Saudi Arabia: International and regional beauty industry players travel to Riyadh this month for the third Beautyworld Saudi Arabia – the Kingdom’s only exhibition dedicated to beauty products, hair, fragrances and wellness – seeking to gain and grow access to the Middle East and Africa’s largest beauty and personal care market.

When the three-day show opens at the Riyadh International Convention & Exhibition Center (RICEC) on March 21, major brands and emerging players will compete for business and partnership opportunities in a Saudi beauty and personal care market that , according to analysts at Euromonitor International, will reach a retail value of US$5.5 billion in 2022.

Beautyworld Saudi Arabia is organized by the Saudi group Al-Harithy Company for Exhibitions (ACE) under license from Messe Frankfurt Middle East, headquartered in the United Arab Emirates, which organizes Beautyworld Middle East in Dubai, the largest international exhibition of the region for beauty products, hair care, perfumes and well-being.

“This third edition of Beautyworld Saudi Arabia, which is only open to trade professionals, will build on its predecessors and enable commercial penetration of a major market characterized by high-income consumers and a growing and young population. concerned about its image”, commented Maria Cecilia Canlas. , Acting Salon Director for Beautyworld Saudi Arabia.

“For the first time, the show will take place in Riyadh, the Kingdom’s capital and commercial hub, providing a strategic gateway for beauty majors to tap into the vast central and eastern regions.”

Canlas said visitor pre-registration levels in 2022 are significantly higher than the previous edition of the show before the pandemic in 2019.

“Pre-registration from senior management visitors this year, including Managing Directors, CEOs, Business Owners and CPOs, has also increased by 65% ​​compared to 2019, so clearly there is there is a strong intention to reconnect and re-engage with the market,” added Canlas.

“There will be strong exhibitor and visitor turnout as the industry recalibrates after the Covid-19 pandemic and welcomes the opportunity to meet potential buyers and partners, live and in person.”

Changing trends

Beautyworld Saudi Arabia 2022 will feature 82 exhibitors from 15 countries, showcasing their latest products designed to meet the demands of a well-educated Saudi beauty and professional consumer market, where there is also a growing trend of young people towards products eco-friendly.

“Saudi consumers are extremely knowledgeable, with social media promoting product lines and their availability,” Canlas explained. “Saudi Arabia has the highest per capita YouTube viewing time in the world, with the channel’s beauty-focused content attracting more than 1.9 billion views in the Kingdom – a figure that would increase by nearly 187% per year – while Google has reported that Arabic beauty content is growing faster than that produced elsewhere in the world.

“GenZ and Millennial consumers in the Kingdom are becoming more aware of product ingredients and the demand for organic, vegan and ethically sourced cosmetics is increasing. Hygiene has also increased programs for customers of fitness suites, salons and spas who have become more health and safety conscious in the wake of the pandemic and this will see many manufacturers and property owners of health look for products that can provide these guarantees.

Segmented show and special features

Beautyworld Saudi Arabia 2022 will feature four dedicated exhibition segments covering fragrances; Hair, nails and salon supplies; Cosmetics and skin care; and machinery, packaging, raw materials and contract manufacturing.

This month’s show will also feature special features, including a Beauty Academy where current and future hair and makeup professionals, as well as salon managers, can hone their skills through exclusive sessions led by experts. international experts on salon techniques, hairdressing and professional makeup.

There will also be a fragrance station where visitors can taste fragrances on display at the exhibition in one place and get easy-to-find directions to their producers.

Beautyworld Saudi Arabia will be open daily from March 21-23 from 11 a.m. to 7 p.m.

More information is available at


Comments are closed.