In just over a decade since opening its local operations in 2012, L’Oréal has firmly established itself as a cornerstone of Saudi Arabia’s beauty industry. With 31 brands across 4 divisions, L’Oréal’s extensive presence covers various categories and innovations tailored to the Kingdom. According to Paris-based economic research consultancy Asterès, L’Oréal’s operations have generated SAR 3.2 billion in total sales and supported more than 8,765 direct and indirect jobs across its value chain in the Kingdom. This economic footprint is not just a number – it represents the creation of an entire ecosystem of suppliers, distributors, and beauty professionals that continues to grow.
The Group’s success mirrors Saudi Arabia’s own transformation. As the Kingdom accelerates its diversification under Vision 2030, L’Oréal’s presence aligns with national priorities: empowering women, nurturing local talent, and investing in cutting-edge technology. What began as an initial foray has evolved into a long-term partnership that has redefined beauty in Saudi Arabia – not only as a product, but as a driver of confidence, social empowerment, and economic progress.
“We have proven that beauty is both an economic driver and a social force,” says Laurent Duffier, Managing Director of L’Oréal Middle East and L’Oréal Saudi Arabia. “From contributing billions of riyals to the Kingdom’s economy to supporting thousands of jobs and training the next generation of Saudi talent, our journey reflects L’Oréal’s founding vision: to offer the best of beauty to everyone while creating long-standing value for society. This is the model we are building with the Kingdom – where performance and purpose go hand in hand.”
Shaping the future of beauty in Saudi Arabia begins with innovation. As one of the world’s most digitally connected nations, with 99% internet penetration and nearly half the population under the age of 30, the Kingdom is not only a strategic market for L’Oréal but also an ideal launchpad for the next generation of beauty.
At LEAP 2025 in Riyadh, L’Oréal showcased more than 20 AI-powered innovations, marking the first time that such a broad portfolio of beauty tech solutions was revealed in the region. These included diagnostic tools capable of analyzing skin and hair at a microscopic level, personalized solutions and routines as well as virtual try-on technologies that make beauty more accessible and inclusive.
L’Oréal’s commitment to understanding and catering to local consumer preferences is evident. For example, limited editions of EMPORIO ARMANI Stronger with You fragrance have been developed with ingredients deeply rooted in the region such as oud, leather, amber and sandalwood. The fragrance has become one of the top 3 male luxury fragrances in Saudi Arabia.
L’Oréal is also pioneering research through its Longevity Integrative Science™ program, which explores the biology of aging and the deep connections between beauty, health, and well-being. This shift positions beauty not only as a matter of aesthetics, but as an essential component of wellness and quality of life.
L’Oréal’s commitment to open innovation is equally strong. Through initiatives like the Big Bang Beauty Tech Innovation Program, the Group is actively partnering with Saudi startups to co-create solutions tailored to local needs.
“Saudi Arabia is not just adopting innovation – it is helping to shape the future of beauty,” says Duffier. “Here, we see a young, digital-first generation that expects hyper-personalized, sustainable, and inclusive beauty solutions. Our role is to meet those expectations with science and technology, while building an ecosystem of local talent and entrepreneurs who can carry this industry forward.”
Sustainability lies at the heart of L’Oréal’s growth strategy in Saudi Arabia. The Group has embedded its global L’Oréal for the Future program – launched in 2020 – into its local operations, ensuring that their initiatives balance performance with purpose.
Through the L’Oréal Professionnel Hairdressing Academies – in partnership with leading universities across the Kingdom, L’Oréal has trained more than 100 Saudi women, with the ambition to certify over 1,000 professionals by 2029. These efforts are not only raising industry standards, but they are empowering and enabling women to actively participate in the economy and ensure the beauty sector continues to generate enduring value for Saudi Arabia and its people.
L’Oréal also engages Saudi consumers through the Garnier’s Green Beauty initiative with educational campaigns and retailers’ collaborations to embed sustainable beauty practices into everyday life. The brand has also delivered measurable results in Saudi Arabia: recycling 348 tons of waste in partnership with Naqaa Sustainability Solutions and Panda. This figure reflects a business model designed not only to grow but to regenerate resources and protect the environment.
“Sustainability is not a side project – it is the foundation of our business,” emphasizes Duffier. “Over the years, we’ve shown that it is possible to deliver strong growth while cutting emissions, reducing waste, and creating positive impact for communities. In Saudi Arabia, our responsibility goes beyond bringing world-class beauty brands – we are building a sustainable ecosystem that protects resources, empowers consumers to make better choices, and ensures the industry contributes to the Kingdom’s environmental goals. Innovation and sustainability are no longer separate; they are inseparable.”
“The past decade was about proving what beauty could achieve in the Kingdom,” concludes Duffier. “The next decade will be about scaling that impact – making Saudi Arabia a regional hub for sustainable innovation, empowering the next generation of talent, and setting new standards for how business can contribute to society. This is the beauty that moves the world, and it is being built here in Saudi Arabia.”