Spotlight to shine on Riyadh for 3rd Beautyworld Saudi Arabia

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 3^rd 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 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 organised by Saudi-based Al-Harithy Company for Exhibitions (ACE) Group under licence from UAE-headquartered Messe Frankfurt Middle East, which organises Beautyworld Middle East in Dubai, the region’s largest International trade fair for beauty products, hair care, 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 flavour 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-honoured 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 11am to 7pm.  It is the 5^th Beautyworld event globally, following annual shows in Dubai (Beautyworld Middle East) and Japan (Beautyworld Japan, Beautyworld Japan West, and Beautyworld Japan Fukuoka).