Page 50 - EM - EXPORT MAGAZINE

R R E E P P O O R R T 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 Within the GCC (Gulf Cooperation Council), the Kingdom of Saudi Arabia stands out
the go-to company for beauty brands looking as the fastest growing beauty market. Rapid urbanization, increasing disposable
to grow their business around the world. incomes, a younger tech-savvy population eager to explore new products and
Since establishing her influential consultancy, services, are reshaping the country’s beauty landscape.
Valérie has successfully steered emerging talents to The Kingdom has always been known for its considerable interest in beauty, and
global recognition, re-established well-known names, it is this historic engagement in combination with social and cultural changes that
advised on growth plans and introduced a host are fuelling the rapid growth the Personal Care & Beauty industry. The result is a
of beauty brands to new distribution channels. highly dynamic market that is exciting, complex and unique. Navigating this market
She has been instrumental in the transformation requires a clearly defined strategy, well-planned collaboration with the right partners
of many businesses around the world and always and maintaining a strong brand presence. This effort is worth it as the market is
on the belief that profitable market entry demonstrating exceptional potential.
and sustained growth require the right partners. Recent Statista data values the Personal & Beauty Care market revenue at $6.22bn,
It is why she is regarded as one of the most the largest segment is Personal Care at US$2.78bn and the overall market is expected
well-connected people in the industry. to grow 3.43% (CAGR 2025 – 2030). The Cosmetics segment revenue amounts to
Having been at the forefront of the global US$899.81m and has a higher expected growth rate at 4.17%. A significant point is
cosmetics industry for over 25 years, that online sales contribute to 45.5% of the total revenue for Personal & Beauty Care,
Valerie’s thought leadership and knowledge have led which highlights the importance of brands and retailers digital channels. In terms of
her to be a regular contributor to Export Magazine, trends there is a surge in demand for halal certified products.
creator of Connect Beauty, host
at the IMF Convention, developer of the Cannes Drivers of Growth
Duty Free programme as well as author of the
informative market-focused Inside Cosmetics Understanding what is driving the exponential growth of Saudi beauty is key to
Collection that have become required reading mastering this emerging market. A convergence of internal and external factors
for brands looking at global expansion. is redefining the marketplace, its impact is creating new opportunities for brands,
From launching brands on the international driving development in the industry and influencing purchasing behaviours.
stage to being a business intelligence resource,
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Valérie’s rare combination of skills make her
an exceptional consultant and advisor.