JEDDAH: The ongoing Jeddah Beauty Show has turned the Superdome into a major destination for innovations in makeup, skincare, fragrances, and wellness products.

The event, which opened over the weekend and will continue until May 10, has brought together local and international brands, beauty experts, and emerging entrepreneurs from across the industry.

The exhibition is highlighting how Saudi Arabia’s beauty sector is evolving beyond a consumer-driven market and becoming an active center for production, creativity, and innovation.

For many Saudi entrepreneurs, the event serves not only as a trade exhibition but also as an opportunity to introduce their products, connect directly with customers, and strengthen their presence in a highly competitive market.

Abeer Al-Rashed, founder of Glamly Cosmetics, said she developed makeup products designed specifically for the Saudi environment while maintaining a natural everyday look. She explained that the ingredients used in the products were carefully selected to ensure safe daily use. Through the event, she hopes to increase awareness of her brand as a newcomer to the beauty industry.

Several entrepreneurs also shared personal experiences that inspired their journey into beauty innovation.

Hawazen Saadah, founder of Hellens Beauty Bar, said her business journey began in 2019 with lash extensions focused on enhancing natural beauty in a simple and elegant way. In 2023, she developed eczema around her eyes, which encouraged her to rethink her products and create a solution for sensitive eyes.

She later introduced self-application lashes designed for comfort, convenience, and a more natural appearance. According to her, Jeddah Beauty Week provides an important opportunity to meet customers directly and better understand their needs.

Clean beauty and ingredient transparency were also among the key themes at the exhibition, reflecting changing consumer preferences across the Kingdom.

May Shibah, owner of Ithmed Makeup, said her brand focuses on organic and clean beauty products made without harmful or toxic ingredients, making them suitable for a wider range of users, including children and pregnant women.

She added that many traditional nail polish formulas contain numerous harmful ingredients, while her products are developed with safer alternatives. She noted that participating in the exhibition helps spread awareness about clean beauty products and encourages consumers to move away from toxic formulations.

Innovation at the event extended beyond cosmetics into fragrances and technology. A perfume brand from Dubai and Kuwait introduced a unique approach that combines artificial intelligence with customer fragrance preferences.

Molham Sultan, founder of Schozophrenia, explained that the company gathers information about the scents people enjoy and uses AI technology to analyze the data and help create new fragrance ideas. He also mentioned that part of the company’s profits supports patients living with schizophrenia.

Visitors at the exhibition explored dedicated sections for makeup, nails, hairstyling, and live demonstrations, along with workshops and interactive activities designed for both professionals and beauty enthusiasts.

Beauty clinics and salons also used the platform to attract new customers by offering promotional deals on skincare, haircare, laser treatments, and other beauty services.

Nada Khalid, owner of Ruwa Salon, said the event gives businesses an excellent opportunity to reach a wider audience beyond their regular customers. She added that visitors were offered special promotions and prizes, including free haircuts, scalp detox treatments, herbal manicure and pedicure services, Korean head spa sessions, and gift vouchers worth SR100.