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REPOR T

ENTERING THE MARKET
More and more international brands are now looking to enter
the Saudi beauty market. Muzon Ashgar, MZN Bodycare,
advises the importance of having a deep understanding of
local culture, consumer behaviour, and regulatory requirements
as well as prioritising quality, ingredient transparency, and
compliance with SFDA regulations. She also highlights how
strategic partnerships with established retailers and pharmacies
can accelerate market entry. “Localization is key – whether in
marketing, packaging, or formulation – to ensure products align
with the preferences and needs of Saudi consumers. Finally,
leveraging digital platforms and influencer marketing can
significantly boost brand awareness and consumer trust.”

Sanjay Vadera MBE

Another thriving category attracting international interest is
Saudi Arabia’s fragrance sector. A notable name looking at
the opportunity is The Fragrance Shop, one of the largest and
most successful names in the industry and also the recipient
of the Guinness Book of Records for their remarkable “Wall of
Fragrances” in 2024. Their renowned CEO Sanjay Vadera MBE,
has revolutionised The Fragrance Shop since he took ownership
in 2008, making it into the UK’s largest independent fragrance
retailer with 215 stores and a thriving online presence. He is now
focusing on the Middle East and specifically Saudi Arabia. Inspired
by the transformative Vision 2030, Sanjay Vadera’s concept for The
Fragrance Shop is to blend global excellence with local resonance.
Ryan Ha
As he explains “Our aim is to bring the magic of The Fragrance
Shop in a way that is aligned with local preferences — from store
One international company who has just launched 22 major design and service style to product assortment and marketing. It’s
Korean brands in Saudi Arabia is Ryan Beauty. Founder Ryan about bringing something fresh, but doing so with humility and
Ha initially targeted the UAE in 2019, and through in depth cultural understanding”. As he highlights “what sets us apart is
research he identified the potential of the KSA market even the way we bring it all together — through immersive experiences,
though Korean cosmetics were not highly popular at that expert service, and a genuine love for the craft of perfumery.” Taking
time. For four years he reached out to the leading chain Al a collaborative approach is his primary route, with a focus on
Nahdi Pharmacy and in 2024 the breakthrough came with strong local partners who share their values and vision. This local
Ryan Beauty’s participation in Beautyworld Riyadh. This foundation will be combined with the industry leading innovation
unwavering dedication has led them to become the only and customer-centricity that The Fragrance Shop is well-known
Korean company directly supplying Al Nahdi Pharmacy, who for. “The Fragrance Shop is a growth-oriented, entrepreneurial
are now one of the biggest chains in GCC with 1,153 stores. business, and we strongly align with the goals of Vision 2030 —
Ryan Ha’s recommendation to international brands “involves especially the Kingdom’s commitment to economic diversification,
prioritizing global branding alongside local social media retail innovation, and cultural enrichment. We aim to create jobs,
marketing in KSA. Throughout my ten years of experience in empower local talent, and serve both local consumers and the
this field, I’ve observed numerous brands achieve success growing number of international visitors coming to the Kingdom.”
through this process.” For Ryan Beauty and his brands
including TIRTIR, Etude, Espoir, Atopalm and Isntree, his
The opportunities within Saudi Arabia
chosen channels are “definitely pharmacy chains which hold
for beauty brands are exciting and extensive.
over 80% of the market share, and without a doubt, the ideal
To master the market’s fast-paced evolution
partner is Al Nahdi Pharmacy, which commands 65% of the
think innovation, differentiation and localization.
market share in the skincare sector.”

For more information on how IL Brand Consultancy can help you successfully expand your brand

into different markets, please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk.
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