Successful Conclusion of Beautyworld Saudi Arabia 2022 Reinforces Opportunities in Kingdom’s Flourishing Beauty Market


Dedicated cosmetics, skincare, haircare, and fragrances exhibition attracts 4,758 Saudi buyers sourcing products from 76 exhibitors.

Riyadh, Saudi Arabia: The 3rd edition of Beautyworld Saudi Arabia concluded on a successful note, welcoming 4,758 Saudi trade buyers through the doors at the Riyadh International Convention and Exhibition Centre from 21-23 March 2022.

The tremendous industry response underlined a welcome return to business for the Kingdom’s only dedicated exhibition for beauty products, fragrances, haircare, and wellbeing, which last took place in 2019 before the global pandemic put an abrupt full-stop on large scale events in Saudi for more than two years.

Now however, the Covid-induced hiatus nearly seems like a distant memory, with both visitors and the 76-strong exhibitor line-up from 11 countries at Beautyworld Saudi Arabia delighted to be back in a safe, controlled physical environment at the purpose-built Riyadh venue.


Perhaps not surprising, given Saudi’s beauty and personal care market will top US$5.5 billion in retail value this year according to analysts Euromonitor International, up by nearly three percent from US$5.36 billion in 2021.

Opportunities aplenty, and many taken, with international players and local companies alike eagerly networking and laying the ground work for potential long-term business partnerships in one of the world’s flourishing beauty markets.

Beautyworld Saudi Arabia 2022 made its Riyadh debut in style, following two equally successful editions in the Western port city of Jeddah in 2018 and 2019.  The Kingdom’s capital and commercial hub responded in kind though in 2022, having delivered a wealth of high quality visitors and serious trade buyers.


The annual three-day event is organised by Saudi-based Al-Harithy Company for Exhibitions (ACE) Group under licence from UAE-headquartered Messe Frankfurt Middle East, the name behind Dubai’s Beautyworld Middle East – the region’s largest international trade fair for beauty products, hair care, fragrances, and wellbeing.

“Beauytworld Saudi Arabia has once again demonstrated its position as the most influential trade fair brand specifically catering to the needs of Saudi’s beauty, hair, fragrance, skincare, and cosmetics industries,” commented Maria Cecilia Canlas, interim Show Director for Beautyworld Saudi Arabia.

“After such a long break, this year’s edition has been a magnet with quality visitors and contacts in a safe and engaging environment.  We feel privileged to have successfully reunited the industry once again, and look forward now to an even bigger, more successful show in 2023.”


Dubai-based distributor Creative Beauty Source was among the exhibitors launching new brands in the Saudi market.  General Manager Manwel Yehya said the company was delighted with the visitor response, and is confident of some fruitful partnerships: “We have nine brands in our portfolio and are launching two key brands in the Saudi market,” he said.

“We’re going to present in the Saudi market from today onwards, and we’re so happy to be a part of Beautyworld Saudi Arabia.  The response has been outstanding and we will be exhibiting more often.”

Mr. Yehya’s comments were echoed by fellow exhibitor Juana Birkenkamp, Communications Specialist at Parfex, a French fragrance house that produces perfumes for fine fragrances, body care and home products.

“Saudi Arabia is such an important market for us, and likewise Beautyworld Saudi Arabia has been that crucial platform enabling us to meet new clients and establish some strong networks,” said Ms. Birkenkamp.  “We’re developing a special collection of fine perfumes that follow the vision of Saudi Arabia and we’ve had a very good audience this week, which is why we’re coming back next year.”

Beautyworld Saudi Arabia 2022 featured four dedicated show segments covering Fragrance; Hair, Nails & Salon Supplies; Cosmetics & Skincare; and Machinery, Packaging, Raw Materials & Contract Manufacturing.

The 2022 show also hosted the Beauty Academy where current and aspiring hair and makeup professionals and salon managers honed their skills, organized in collaboration with the Baheya Academy and TVTC (Technical & Vocational Training Corporation).

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

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Spotlight to Shine on Riyadh for 3rd Beauty world Saudi Arabia


Dedicated beauty, fragrance, and wellbeing trade fair turn to Kingdom’s capital for renewed business opportunities.

International and local exhibitors eye slice of Saudi’s vibrant US$5.5 billion beauty and personal care market.

Riyadh, Saudi Arabia: The spotlight is about to shine bright on Riyadh when the Kingdom’s capital and commercial hub plays host to Saudi’s only dedicated trade fair for beauty products, fragrances, hair care, and wellbeing later this month.

Beautyworld Saudi Arabia, in its 3rd edition, will take place from 21-23 March 2022 at the Riyadh International Convention and Exhibition Centre; a new venue and new opportunities for more than 80 exhibitors from 15 countries are set to take part in the annual three-day event.


Exhibitors from the likes of USA, Poland, France, Turkey, the UAE, and of course Saudi Arabia, will eagerly re-connect and re-ignite business partnerships in a vibrant Saudi beauty and personal care market that, according to analysts Euromonitor International (EMI), will reach a retail value of US$5.5 billion in 2022.

That’s a steady 2.6 percent increase from an estimated US$5.36 billion in 2021 says EMI, with the scene perfectly set for manufacturers to present their latest products across the show’s four sections of Fragrance; Hair, Nails & Salon Supplies; Cosmetics & Skincare; and Machinery, Packaging, Raw Materials & Contract Manufacturing.

Beautyworld Saudi Arabia is organized by Saudi-based Al-Harthy Company for Exhibitions (ACE) Group under license from UAE-headquartered Messe Frankfurt Middle East, which organizes Beautyworld Middle East in Dubai, the region’s largest international trade fair for beauty products, haircare, fragrances, and wellbeing.



“For the first time, Beautyworld Saudi Arabia will take place in Riyadh, the Kingdom’s capital and commercial hub, offering a strategic gateway for international beauty majors and Saudi brands alike to tap into the vast central and eastern regions,” commented Maria Cecilia Canlas, interim Show Director for Beautyworld Saudi Arabia.

“Saudi visitor interest in 2022 is significantly higher than the show’s previous edition pre-pandemic in 2019, while senior management visitor pre-registration, including Managing Directors, CEOs, business owners, and purchasing heads, is up 65 percent compared to 2019.  It’s clear there is strong intent to re-connect and re-engage with the market.”

“There will be a robust turnout of both exhibitors and visitors as the industry recalibrates following the Covid-19 pandemic and welcomes the opportunity to meet, learn, and network, live and in-person,” added Canlas.

While the distinct international flavor at Beautyworld Saudi Arabia 2022 will be evident throughout, the showpiece event has also received wide support from a strong contingent of 32 Saudi-based exhibitors, including Al Jazerah, Al Ajmaeen, Surrati, NDC, Baheya World, and Bahr Al Montajat.

They will share the stage with leading European brands, including notable French fragrance exhibitors such as Luxe Perfumes, Jean Niel, Concept Aromatique, Creations & Parfums, Parfex, and Parfum Plus.


Expressions Parfumées, another French fragrance house from the country’s famous Grasse region, is a returning Beautyworld Saudi Arabia exhibitor, and will unveil six new creations in a collection themed ‘Journey through Time’.

“Saudi visitors to our stand will experience the transition from the past to the future, where our new creations will uphold time-honored traditions with a modern twist of ingredients,” said Thierry Fleurichamp, Regional Head of Fragrances in the Middle East and Africa.

“The Kingdom has enormous promise, and fragrance has always been an important part of Saudi culture.  New opportunities have been unlocked in the niche and luxury segment, along with eco-friendly fragrances with the growing demand among millennials.”

“Sustainable replacement of Oud – a valuable natural is very crucial. Driven by a global vision, leading international investors making headway in the country, improved tourism, and hosting the region’s largest perfume Expo is proof enough of the innumerable possibilities,” added Fleurichamp.

Jean Niel, a boutique French fragrance house with more than 240 years of olfactory know-how, will unveil at Beautyworld Saudi Arabia an exclusive set of fragrant oils inspired by Arabic culture.

“We are fully aware that people in the Arab world have unique preferences, different approaches for perfumery, and exceptional attitude towards brands,” said Benoît Vittet – Head of Perfumery at Jean Niel.

“This year, our intention was to create unique and creative fragrances that hold the spirit of the region and showcase our know-how at the same time. Our main set is an exclusive set of fragrant oils inspired by the mesmerizing Arabic culture and their profound love for the ‘Art of Layering.’

“This project was a result of many brainstorming sessions and trials full of mixing and matching with our R&D department where we all tried to recreate the different essences of Arabia that we love and adore.”

Vittet said the Saudi, and wider regional fragrance market is ‘rocketing’, with the industry constantly evolving with consumer preferences.  “2021 has been a very fruitful year for us,” he added.  “We have high expectations for 2022 and Beautyworld Saudi Arabia as well. We are very excited to see what this year holds, the latest trendsetting perfumes that help us study and keep a close eye on the market’s development.

“This year the major trends were related to naturalness and comfort. For example, one of the main olfactive trends this year for feminine fragrances was Blooming Oranges with the orange blossom as the main note. It is a flower that shines with its own light, giving us a comforting sensation of floral and sweet aromas. For masculine fragrances, unwind was the major trend, with fragrances that invite us to breathe and let go, with notes like smoking palo santo and soothing sage.”

Beautyworld Saudi Arabia will have special features including a Beauty Academy where current and aspiring hair and makeup professionals, and salon managers can hone their skills through exclusive sessions by international experts on salon techniques, hair styling, and professional makeup.

There will also be a Fragrance Station where visitors can sample perfumes on display at the exhibition at a single location and get easy-to-find directions to their producers.

Beautyworld Saudi Arabia will be open daily from March 21-23 from 11 am to 7 pm.  It is the 5th Beautyworld event globally, following annual shows in Dubai (Beautyworld Middle East) and Japan (Beautyworld Japan, Beautyworld Japan West, and Beautyworld Japan Fukuoka).

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