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R R E E P P O O R R T 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 Sanjay Vadera MBE
brand awareness and consumer trust.”
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. 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 design and service style to product
assortment and marketing. It’s about bringing something fresh,
Ryan Ha but doing so with humility and cultural understanding”. As he
highlights “what sets us apart is the way we bring it all together
One international company who has just launched 22 major — through immersive experiences, expert service, and a genuine
Korean brands in Saudi Arabia is Ryan Beauty. Founder Ryan Ha love for the craft of perfumery.”
initially targeted the UAE in 2019, and through in depth research Taking a collaborative approach is his primary route, with a
he identified the potential of the KSA market even though Korean focus on strong local partners who share their values and
cosmetics were not highly popular at that time. For four years vision. This local foundation will be combined with the industry
he reached out to the leading chain Al Nahdi Pharmacy and in leading innovation and customer-centricity that The Fragrance
2024 the breakthrough came with Ryan Beauty’s participation Shop is well-known for. “The Fragrance Shop is a growth-oriented,
in Beautyworld Riyadh. This unwavering dedication has led entrepreneurial business, and we strongly align with the goals of
them to become the only Korean company directly supplying Al Vision 2030 — especially the Kingdom’s commitment to economic
Nahdi Pharmacy, who are now one of the biggest chains in GCC diversification, retail innovation, and cultural enrichment. We
with 1,153 stores. Ryan Ha’s recommendation to international aim to create jobs, empower local talent, and serve both local
brands “involves prioritizing global branding alongside local social consumers and the growing number of international visitors
media marketing in KSA. Throughout my ten years of experience in coming to the Kingdom.”
this field, I’ve observed numerous brands achieve success through
this process.” For Ryan Beauty and his brands including TIRTIR, The opportunities within Saudi Arabia
Etude, Espoir, Atopalm and Isntree, his chosen channels are for beauty brands are exciting and extensive.
“definitely pharmacy chains which hold over 80% of the market To master the market’s fast-paced evolution
share, and without a doubt, the ideal partner is Al Nahdi Pharmacy, think innovation, differentiation and localization.
which commands 65% of the market share in the skincare sector.”

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