Saudi’s vibrant beauty industry has been underlined by a new exhibition in Jeddah, offering global suppliers of cosmetics, skincare, haircare, salon supplies, and fragrances a new pathway to the Middle East’s largest beauty and personal care market.

The launch of Beautyworld Saudi Arabia 2018 comes as consumer and professional spending on beauty and wellbeing continues to rise, with analysts Euromonitor International (EMI) estimating Saudi’s retail value for Beauty and Personal Care (BPC) will be worth US$6.9 billion in 2021, compared to US$5.4 billion in 2017.

According to EMI, fragrances was Saudi Arabia’s top product category in 2017, with a retail value of US$1.8 billion, followed by haircare (US$784 million), and skincare (US$713 million). Men’s grooming (US$559 million), and colour cosmetics (US$561 million) were also high value categories in 2017, with solid growth predicted through to 2021.

Beautyworld Saudi Arabia is organised by Messe Frankfurt Middle East in partnership with Saudi-based ACE Exhibitions, and 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).

“Saudi Arabia still offers plenty of untapped potential, so the time is right for the world-renowned Beautyworld brand to make its debut on Saudi soil,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, which also organises Beautyworld Middle East.

“Saudi visitors to Beautyworld Middle East have increased steadily over the last six years, from just under 1,400 in 2012 to 2,500 in 2017, making it the third largest visitor country to the show. Now in Beautyworld Saudi Arabia, we have the Kingdom’s dedicated beauty industry trade fair right at the doorsteps of thousands of trade buyers and professionals.”

“It’ll be the ideal platform for global players to enhance their relationships with existing customers and increase their market presence, while they’ll also gain a better understanding of the business landscape, industry trends and needs that are unique to Saudi,” added Pauwels.

The excitement surrounding the inaugural event has been underlined by the 15 Launch Partners that’ve already signed on, including Firmenich, Symrise, International Flavors & Fragrances (IFF), Nazih Group, Sawaya International, Al Haramain Perfumes, My Perfume Factory, Identiscents, Neo Perfumes, Piramal Group, Creative Beauty Source, Oudh Al Anfar, Unitrade, Beauty Care Company and Forever 52 make up.

They will be joined by an expected 100-plus exhibitors from around the world when doors finally open for the first time from 14-16 October 2018 at the Jeddah Center for Forums and Events.

Hadi Al-Harith, CEO of ACE Exhibitions, said: “We’re excited to launch Beautyworld Saudi Arabia as part of our drive to bring new industry sectors into Saudi Arabia in tandem with the diversification plan of the Saudi Vision 2030. Saudi Customs statistics he weight of imported cosmetics in the past year amounted to approximately 44.6 million kg.

“Many Beautyworld Middle East exhibitors have expressed keen interest in the Saudi market, and this event will provide them the unique platform to launch their products and services, network with leading worldwide brands, and establish joint ventures, dealers and distributorships throughout the Kingdom,” added Al-Harith.

US-headquartered IFF is a regular Beautyworld Middle East exhibitor, and decided early to participate at Beautyworld Saudi Arabia in 2018 to strengthen its relationship with existing clients and also recruit new ones.

Aram Boyadjian, Commercial Director in the Middle East for IFF’s Fine Fragrance division, said: “Over the years Beautyworld Middle East has become the most important exhibition attracting thousands of exhibitors and visitors, and this has helped companies like IFF to be more visible throughout the region.”
“The show has also helped IFF develop its fine fragrance business with key Middle East fragrance brands, so we expect Beautyworld Saudi Arabia to have a similar positive impact on our business in the long term. We would like to be seen as the partner-of-choice when it comes to creating fine fragrances, so participating at Beautyworld Saudi Arabia will help us emphasise this message to our Saudi clients,” added Boyadjian.

My Perfumes from the UAE also has high expectations, and will present its 14 perfume brands along with a comprehensive range of fragrances. Mustafa Firoz, Managing Director of My Perfumes Group, said: “Saudi Arabia is the place to be with rapid modernisation, and we’re expecting double digit growth in the Kingdom in the coming years.

“We plan to expand into Jeddah, Riyadh, Khobair, Dammam, Dhahran, Mecca, Madina and Taif, while we expect our business volume to be one and half times larger than what we do currently.”

Beautyworld Saudi Arabia 2018 will cover the six product groups of Fragrance; Cosmetics & Skincare; Personal Care & Hygiene; Natural & Organic; Hair, Nails & Salon Supplies; and Machinery, Packaging, Raw Materials & Contract Manufacturing.

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