The Jeddah Beauty Show, held from May 3 to 10 at the Superdome in Saudi Arabia, has brought local and international beauty brands, industry experts, and emerging entrepreneurs together to showcase innovations in makeup, skincare, fragrance, and wellness. The event highlights the Kingdom’s transformation from a primarily consumer-focused market into a growing hub for beauty production and innovation.
For many Saudi entrepreneurs, the event serves as more than a trade exhibition. It acts as a public platform to test products, engage directly with customers, and establish their brands in a competitive marketplace. Among them, Abeer Al-Rashed, founder of Glamly Cosmetics, presented makeup products tailored to the Saudi climate that emphasize natural, everyday use and safety. “I have tailored the ingredients in each product and tried to keep it safe to use,” Al-Rashed said, emphasizing her goal of building brand awareness in the early stages of her business.
Other founders spoke about personal experiences shaping their product development. Hawazen Saadah, owner of Hellens Beauty Bar, recounted how a health issue in 2023 prompted her to innovate. Facing eczema around her eyes, she shifted from traditional lash extensions to creating self-application lashes designed for sensitive skin, which she markets as “The Magic Box.” Saadah noted that the event allows her to connect with customers and better understand their needs.
Clean beauty and ingredient transparency featured prominently, reflecting changing consumer priorities in Saudi Arabia. May Shibah, owner of Ithmed Makeup, highlighted her brand’s commitment to non-toxic, organic formulations safe for diverse users, including children and pregnant women. She pointed to the improved safety of her products compared to conventional options, such as nail polish free from toxic substances commonly found elsewhere. Shibah said this appearance marked the company’s second participation and serves to raise awareness around clean beauty.
Innovations extended beyond cosmetics into fragrance and technology. A perfumer representing a Dubai- and Kuwait-based company, Schozophrenia, introduced a pioneering data-driven technique for scent creation, combining consumer preference surveys with artificial intelligence analysis. Founder Molham Sultan explained that the company uses collected data to personalize perfumes and channels part of its profits towards supporting schizophrenia patients. Participating for a second consecutive year, Sultan aims to expand the customer base through this approach.
The exhibition featured immersive zones dedicated to makeup, nails, hairstyling, and live demonstrations, alongside workshops and interactive sessions tailored to professionals and enthusiasts alike. Beauty clinics and salons also leveraged the event to attract new clients, offering promotional packages on services ranging from skincare and haircare to laser treatments and injectables. Nada Khalid, owner of Ruwa Salon, remarked that the show helped her expand outreach beyond her established clientele.
Overall, the Jeddah Beauty Show underscores the growing dynamism of Saudi Arabia’s beauty industry, showcasing a blend of personal entrepreneurship, technological innovation, and evolving consumer demand.