JEDDAH: The ongoing Jeddah Beauty Show has transformed the Superdome into a showcase of makeup, skincare, fragrance and wellness innovations.
Opening at the weekend and running until May 10, the event has brought together local and international brands, industry specialists and emerging entrepreneurs.
The event is highlighting how the Kingdom’s beauty sector is no longer just a consumer market, but an increasingly active production and innovation hub.
For many Saudi entrepreneurs, the event is more than a trade exhibition but functions as a public-facing platform to test products, build customer relationships and position emerging brands in a competitive market.
Emerging makeup entrepreneur Abeer Al-Rashed, founder of Glamly Cosmetics, said: “I made a makeup product that suits the Saudi environment and looks natural and can be used every day.
“I have tailored the ingredients in each product and tried to keep it safe to use. Through this event, I want to send our message and build brand awareness as I am still new to the beauty industry.”
For other founders, the journey into beauty entrepreneurship has been shaped by personal challenges that later evolved into product innovation.
Hawazen Saadah, founder of Hellens Beauty Bar, said her journey into innovation began after a personal health challenge changed her approach to beauty products.
“In 2019, I started with lash extensions focused on enhancing natural beauty in a simple way and built strong trust with clients through my signature style.
“In 2023, I developed eczema around my eyes, which forced me to rethink my work. Instead of stopping, I created a solution,” she said.
The experience led her to develop weekly self-application lashes designed for sensitive eyes, offering a quicker and more natural alternative. “I call it ‘The Magic Box’ because it combines beauty and convenience in minutes.
“Jeddah Beauty Week allows me to meet women directly, understand their needs and grow my brand,” she added.
Clean beauty and ingredient transparency also emerged as a strong theme at the exhibition, reflecting shifting consumer expectations in the Kingdom.
Saudi entrepreneur May Shibah, owner of Ithmed Makeup, said her brand focuses on non-toxic formulations designed to be safe for a wide range of users.
“We offer a range of organic, clean beauty products that focus on safe ingredients and are free from carcinogens and toxins, making them suitable even for children and pregnant women.
“In fact, you can see the difference in products like nail polish, where many conventional formulas contain around 20 toxic ingredients, while ours contain zero toxic ingredients, making them much safer.
“This is our second time participating, and we aim to spread awareness about clean beauty and encourage people to move away from toxic products,” she said.
Innovation extended beyond cosmetics into fragrance and technology. A perfumer from Dubai and Kuwait introduced a data-driven approach to scent creation, linking artificial intelligence with consumer preferences.
Molham Sultan, manager and founder of Schozophrenia, said: “We are trying to build a customer base through our unique approach to perfume making.
“We ask people what they like to smell, collect that data, and then use AI to analyze it and generate reports. Part of our profit also goes towards supporting schizophrenia patients.
“This is our second time participating in the Beauty Week, last year was a success, and we are hoping to reach more customers this year.”
Across the exhibition floor, visitors moved between immersive spaces dedicated to makeup, nails, hairstyling and live demonstrations, alongside workshops and interactive zones designed for both professionals and beauty enthusiasts.
Beauty clinics and salons also used the platform to attract new clients, offering promotional packages on services ranging from skincare treatments and haircare to laser procedures and injectables, reflecting the sector’s expanding commercial ecosystem.
Nada Khalid, owner of Ruwa Salon, said the event allows businesses to reach a wider audience beyond their regular clientele.
“We do have many clients coming to our salon, but this platform helps us attract new customers and promote our offers and discounts.
“We offer a range of salon services, and here we are inviting visitors to try their luck by spinning a wheel that offers prizes such as a free haircut, scalp detox treatment, herbal manicure and pedicure, Korean head spa, or a gift voucher worth SR100 ($26).”
