In a nation reshaping its economy and identity, beauty has become more than a commercial pursuit. It now mirrors broader social change. From technology shaping retail experiences to growing female participation in the workforce and a stronger focus on sustainability, the sector reflects Saudi Arabia’s evolving priorities.

L’Oréal’s presence in the Kingdom offers a glimpse of this transformation in motion.

According to a 2025 socio-economic impact study by Asterès, the company supports 8,765 jobs across its value chain, generates $864 million in sales, and has engaged more than 35,000 people through programs on education, inclusion, and empowerment. The findings highlight how the company’s activities align with Vision 2030, contributing to the country’s broader development goals.

“Our journey in the Kingdom is grounded in our belief that business performance and positive impact must go hand-in-hand,” says Laurent Duffier, Managing Director of L’Oréal Middle East and L’Oréal Saudi Arabia.

FROM GLOW TO GROWTH

Beauty’s economic role in Saudi Arabia is often overlooked. Yet as non-oil sectors expanded by 3.4% year-on-year in the first quarter of 2025, industries such as retail and personal care have become integral to the Kingdom’s diversification efforts. For L’Oréal, this momentum is clearly visible.

“This economic shift creates substantial employment opportunities, especially for women, and increases disposable income,” says Duffier. “For the beauty sector, this means stronger consumer appetite, thriving retail, and amplified demand due to rising social interactions.”

With 31 brands and a consumer reach of 34 million across the Kingdom, L’Oréal is positioned to respond to this demand with approaches that are locally rooted, digitally advanced, and socially conscious.

One of the most visible outcomes of L’Oréal’s presence in Saudi Arabia lies in its efforts to advance female empowerment—an essential pillar of Vision 2030 and a long-term focus for the company.

“We are proud of achieving 50% Saudization in our workforce,” says Duffier. “We’re not just hiring—we’re investing in people.”

Central to this effort is the L’Oréal Professionnel Hairdressing Academy, developed in collaboration with local universities and training centers. So far, more than 100 Saudi women have graduated, and over 1,000 are planned to be certified by 2029.

The company also supports women in science through the L’Oréal-UNESCO For Women in Science program, which has recognized 16 Saudi female scientists since 2014. Meanwhile, through the Stand Up Against Street Harassment initiative, launched in partnership with the Himayah Organization, more than 30,000 people have been trained in bystander intervention to help create safer public spaces for women.

“From education to entrepreneurship to safety, our initiatives are designed to create pathways for women to thrive in both the economy and society,” says Duffier.

INNOVATION AS A MINDSET

With nearly half its population under 30 and 99% internet penetration, Saudi Arabia’s young, hyper-connected society has become a natural testing ground for L’Oréal’s most forward-looking beauty innovations.

“As the only beauty tech company at LEAP 2025 in Riyadh, we showcased more than 20 AI-powered solutions—from skin diagnostics to motion-stabilizing makeup devices,” Duffier says. “Saudi consumers don’t just adopt innovation—they accelerate it.”

The company’s Beauty Genius tool, powered by generative AI, offers 24/7 personalized diagnostics and recommendations. Other tools like Spotscan (for skin) and K-Scan (for hair) bring science directly to the consumer. But this is only the beginning. The Group’s Longevity Integrative Science™ initiative is now exploring how beauty intersects with wellness and aging, another research frontier where Saudi Arabia is expected to play a key role.

MADE FOR SAUDI ARABIA

For L’Oréal, localization is not a marketing choice but a guiding principle that shapes how products are developed and stories are told in the Kingdom.

“We develop innovations that are genuinely attuned to Saudi consumers,” says Duffier. “Our product launches and storytelling celebrate the richness of local culture.”

This approach is evident in the success of Emporio Armani Stronger With You, a fragrance built around oud, sandalwood, and amber scents deeply rooted in regional identity. It also shows in the collaboration with INOA Coffees, which inspired a hair color collection reflecting Saudi Arabia’s coffee heritage.

Even campaigns have taken on a more cultural dimension. Armani Beauty’s annual Ramadan series, featuring Saudi actor Muhannad Al Hamdi, has become a moment of connection and pride, blending modern luxury with traditional values.

Beyond innovation and market presence, L’Oréal continues to focus on building a more sustainable and inclusive ecosystem. Under its L’Oréal for the Future framework, the company is advancing circularity, climate action, and community engagement throughout its operations in Saudi Arabia.

Among its initiatives, Garnier Green Beauty has recycled 348 tons of waste in partnership with Naqaa Sustainability Solutions and Panda. The Safe Homes program has supported more than 600 women through psychological care and skills training, while a collaboration with King Faisal Specialist Hospital’s Wareef Charity has provided skincare assistance to over 1,000 chemotherapy patients.

“Our programs aren’t just checkboxes—they’re designed for real, lasting impact,” says Duffier. “Saudi consumers expect companies to contribute to both society and the environment. That’s not just a challenge—it’s a responsibility we embrace.”

In a country moving at an extraordinary pace of change, L’Oréal’s role is both practical and forward-looking. Through beauty, the company is advancing inclusion, sustainability, and innovation while supporting the Kingdom’s broader economic diversification.