Beauty World of Saudi Arabia

According to regional market data, the Middle East and North Africa (MENA) beauty and personal-care market is valued at over $46 billion, with projected growth to ~US $60 billion by 2025. Saudi Arabia represents the largest of the MENA markets, by far. Within that larger region, Saudi Arabia stands out for its strong growth trajectory: in 2020, its cosmetics and personal-care sector was estimated at around $3.7 billion, and some forecasts project it could reach $7.6 billion by 2027 — representing a compound annual growth rate (CAGR) of ~ 10.9%.

This growth is being driven by multiple factors that align well with what many California brands offer: a youthful, digitally connected population (with a high share of consumers under 30), rising disposable income, increasing female consumer spending, and a cultural affinity for beauty, personal care, and wellness — including demand for premium cosmetics, skincare, fragrance, and modern beauty-wellness solutions.

Beyond the size and growth of the market, Beautyworld Saudi Arabia itself is rapidly evolving into a key gateway for international beauty brands to enter and scale in the Kingdom:

• The 2025 edition of Beautyworld Saudi Arabia — the 5th edition of the show — attracted over 17,700 visitors from 71 countries, a nearly 30 % increase year-on-year.
• The show brings together a wide cross-section of industry stakeholders: manufacturers, distributors, wholesalers, retailers, spa/hotel developers, salon professionals, importers/exporters, and others — essentially the full supply chain.
• Product categories covered are comprehensive: fragrance; cosmetics & skincare; personal care & hygiene; hair, nails & salon supplies; and supply-chain/ services. This breadth provides a natural fit for diverse California brands — from clean-beauty skincare to niche fragrances to salon/hairdressing supplies.
• The show format includes opportunities beyond exhibition: live demos (makeup, hair styling, beauty-tech), and a dedicated conference (the Next in Beauty Conference) with sessions on regional regulations, market trends, halal beauty production, and innovation — helpful for global brands seeking to understand local consumer preferences and compliance environment.

For California beauty brands, this combination — a large and fast-growing market, a receptive and beauty-savvy consumer base, and a premium trade-show platform that brings together buyers, distributors, and trend-setters from across the Middle East region — makes exhibiting at Beautyworld Saudi Arabia (May 18-20, 2026) a strategic, high-leverage opportunity. It can serve as a launch pad into the broader GCC, provide direct access to regional buyers and partners, and help brands establish early presence in what appears to be one of the fastest-accelerating beauty markets worldwide.

Find the flyer here.