Cosmetics Business Markets spoke to Sara Ashemimry, Marketing and Sales director at Beauty Box in Jeddah, Saudi Arabia, about key retail trends.

Saudi Arabia's Beauty Box on hair care trends
More than 80 global brands are retailed through 1,500+ ME distributors
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Medik8 to open lab-themed UK pop-up to celebrate Exo-PDRN Prismatic+ launch
Read moreThe L’Oréal-owned premium skin care brand’s lab-inspired activation in London, hosted in partnership with Space NK, will bring the innovation behind its Exo-PDRN Prismatic+ serum to life in an immersive setting
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Colour Cosmetics
Gen Z are still the most sought-after beauty demographic, but for influence, not spend
With Gen X and boomers now beauty’s biggest spenders, Gen Z’s power play is changing behaviour. This group is demanding premiumisation with accessibility from brands in 2026, as well as a genuine cultural connection, which makes winning this group over a critical future investment
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Hair Care
L’Oréal Professionnel hosts first global event to celebrate hair transformation
The professional beauty brand’s Transformation Day event in France – where top hairdressers created ‘striking transformations’ on-site, with the live reveal shared with audiences via social media – reached a combined audience of more than 150 million followers
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