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REPOR T

MASTERING THE

SAUDI ARABIAN

MARKET

VALÉRIE KAMINOV – BIOGRAPHY
Trailblazer, entrepreneur, advisor and
business strategist are just some of
the ways to describe Valérie Kaminov,
Founder & Managing Director of
International Luxury Brand Consultancy.
Valérie’s enviable reputation in the world
of international beauty, stems from her
highly effective approach to developing
brands. Her forward-thinking acumen and
smart strategies are based on an innate
insight into global markets, an ability that
has led her to take brands to up-and-
coming beauty destinations before others.
This deep understanding of the industry,
how to position products, where to go,
who to speak to and how to get results
has made IL Brand Consultancy the go-to
company for beauty brands looking
to grow their business around the world. Within the GCC (Gulf Cooperation Council), the Kingdom of Saudi Arabia
Since establishing her influential
consultancy, Valérie has successfully stands out as the fastest growing beauty market. Rapid urbanization, increasing
steered emerging talents to global disposable incomes, a younger tech-savvy population eager to explore
recognition, re-established well-known new products and services, are reshaping the country’s beauty landscape.
names, advised on growth plans The Kingdom has always been known for its considerable interest in beauty,
and introduced a host of beauty brands and it is this historic engagement in combination with social and cultural
to new distribution channels. changes that are fuelling the rapid growth the Personal Care & Beauty industry.
She has been instrumental in the
transformation of many businesses around The result is a highly dynamic market that is exciting, complex and unique.
the world and always on the belief that Navigating this market requires a clearly defined strategy, well-planned
profitable market entry and sustained collaboration with the right partners and maintaining a strong brand presence.
growth require the right partners. This effort is worth it as the market is demonstrating exceptional potential.
It is why she is regarded as one of Recent Statista data values the Personal & Beauty Care market revenue at $6.22bn,
the most well-connected people in the the largest segment is Personal Care at US$2.78bn and the overall market is
industry. Having been at the forefront expected to grow 3.43% (CAGR 2025 – 2030). The Cosmetics segment revenue
of the global cosmetics industry for over amounts to US$899.81m and has a higher expected growth rate at 4.17%.
25 years, Valerie’s thought leadership
and knowledge have led her to be a A significant point is that online sales contribute to 45.5% of the total
regular contributor to Export Magazine, revenue for Personal & Beauty Care, which highlights the importance
creator of Connect Beauty, host at the of brands and retailers digital channels. In terms of trends there
IMF Convention, developer of the Cannes is a surge in demand for halal certified products.
Duty Free programme as well as author
of the informative market-focused Inside DRIVERS OF GROWTH
Cosmetics Collection that have become Understanding what is driving the exponential growth of Saudi beauty is key to
required reading for brands looking at
global expansion. From launching brands mastering this emerging market. A convergence of internal and external factors
on the international stage to being a is redefining the marketplace, its impact is creating new opportunities for brands,
business intelligence resource, Valérie’s driving development in the industry and influencing purchasing behaviours.
rare combination of skills make her
an exceptional consultant and advisor.
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