DUBAI: Makeup brand Flormar is planning to triple the number of its stores in Saudi Arabia over the next four to five years to meet the demand of a burgeoning and increasingly competitive market.
Established in Milan, Italy, in the late 1950s, the company is now headquartered in Turkiye. Arab News spoke to CEO Matthieu Gomart about why he is so keen to increase the brand’s presence — currently 25 outlets — in the Kingdom.
“The beauty market in the Middle East — and specifically in Saudi Arabia — is quite dynamic,” he explained. “They have double-digit growth, making it one of our most exciting markets.”
Flormar has undergone something of a transformation in recent years, refining its product lines and formulations to appeal to a broader, more discerning audience.
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Gomart said the brand’s approach has evolved to focus “on high-quality makeup at affordable prices” that aligned with skincare and ethical beauty trends.
The company’s clean and vegan products, designed to enhance skin health, have been particularly well-received among Saudi consumers, he added, noting an increasing appetite for natural ingredients and skin-friendly formulations.
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It is a trend highlighted by panelists at Riyadh’s Hia Hub beauty conference in October. Industry insiders, such as Chalhoub Group president Patrick Chalhoub, told Arab News the under-30 demographic “use skincare products more frequently and are willing to experiment with innovative products, even with brands that are not necessarily very popular.”
With an entire conference dedicated to growing the Kingdom’s skincare market, it is no wonder Flormar has identified it as a target segment.
Gomart said Saudi consumers were also embracing innovations such as “skinification” — adding skincare benefits to makeup products.
To meet this demand, Flormar is adapting its offerings to include sun protection and hydration in its makeup line.
“Saudis have a strong appetite for those nutrients,” he said.
Flormar’s growth includes partnerships with local retailers, distribution through pharmacy chains, and plans to expand its e-commerce footprint.
“We are happy to be contributing to the rise of self-expression in Saudi Arabia,” Gomart added.
