Destination KSA - Your Guide to Saudi

Destination KSA - Your Guide to Saudi

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

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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