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R R E E P P O O R R T T

demonstrate how Alice’s vision “to create products that make who champion values such as inclusivity as part of their DNA.”
you feel good, both physically and emotionally, and bringing that states Ayat Toufeeq. This forward-looking approach is combined
sense of excitement and curiosity back to the beauty experience” with creating a high-touch service focus that results in Ayat and
has resonated with her consumer and built an influential her co-founders regularly speaking with their customers to hear
community. Her mastery of staying ahead of the curve by being directly what they want, which brands interest them and the
innovative with her products, packaging and communication is best ways to communicate with them. Customer satisfaction
combined with a strong focus on consumer behaviour, trends and repeat purchasing is a defining benchmark of success for
and market shifts, and has created an unmistakable dynamism Powder Beauty.
in her brand. Sustainability and ethical production are also at
the top of Take Me To Wonder’s priority list as Alice explains,
“For me, it’s all about creating products that not only make you feel
amazing but also align with a greater responsibility to the planet
and its people…. it’s a way to help our customers feel good about
their choices, knowing that beauty and responsibility can go hand
in hand.”

The Influence of Vision 2030

Currently valued at $19.8 billion the Kingdom of Saudi
Arabia’s wellness economy is one of the fastest growing
markets in the Middle East and North Africa Region (MENA).
Ayat Toufeeq This growth is driven by strategic investments outlined in
the Kingdom’s Vision 2030 which emphasises enhancing
The prioritisation of ethical beauty is at the heart of Powder, Saudi’s health and wellbeing whilst also supporting industry
MENA’s first e-commerce platform for conscious, sustainable diversification.
and purpose-driven beauty that operates in Saudi Arabia, UAE, As Muzon Ashgar, MZN Bodycare explains, “Vision 2030 has
Qatar, Kuwait, Bahrain and Oman. Brainchild of Ayat Toufeeq been instrumental in our growth by fostering an environment that
who co-founded www.powderbeauty.com with high-profile supports local businesses, particularly women-led enterprises.
Saudi entrepreneur Mariam Mossalli and communications The initiative has made it easier for us to scale operations,
consultant Amina Grimen, Powder has redefined the beauty access funding, and navigate regulatory requirements. With
retail landscape and has set a new standard and style in product the focus on diversifying the economy and promoting Saudi-
curation. As Ayat explains, “we’re building the home of beauty; an made products, we’ve benefited from increased visibility and
ecommerce platform that’s a source of education and discovery expanded opportunities to partner with major retailers, luxury
for the best products on earth – products that help us be the best hotels and spas.” This focus on wellness is creating significant
version of ourselves.” opportunities for home-grown and international brands in
Their portfolio of beauty brands is exceptional, the classic and the wellness tourism sector, which according to the Global
the exclusive alongside “gateway brands” all of which have been Wellness Instituted experienced an average annual growth
carefully selected with their audience in mind and to enhance rate of 66% (2020 – 2022). In 2023 Saudi Arabia achieved the
discoverability. “We see our role as facilitators, and it is our mission historic milestone of welcoming over 100 million tourists,
to help brands whose values align with ours, grow. We work with so hitting its target seven years early.
many purpose-driven brands, many of whom are female-founded,

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