Introduction: L'Oréal shapes the future of beauty in Saudi Arabia
Amid the major economic and social transformations underway in Saudi Arabia under Vision 2030, leading global companies are emerging as strategic partners in this renaissance. In this context, Laurent Duvier, Managing Director of L'Oréal Middle East and Saudi Arabia, affirmed that the Kingdom is no longer merely a consumer market, but has become a key strategic hub for the group's expansion ambitions at both the regional and global levels. These remarks were made during an exclusive interview with the Okaz newspaper on the sidelines of the L'Oréal for the Future Summit held in Jeddah.
Historical context and strategic importance of the Saudi market
Founded in 1909 by chemist Eugène Schuler, the L’Oréal Group has since led the global beauty industry. With the opening of the Saudi market and a focus on diversifying income sources, the Kingdom has become an attractive destination for foreign direct investment. The L’Oréal Future Summit is of paramount importance, reflecting the commitment of multinational corporations to supporting the local economy. The impact of this expansion extends beyond the local level, creating new job opportunities, and regionally, positioning Saudi Arabia as a hub for exporting innovation and best practices in the beauty sector to the entire Middle East.
Jeddah: The starting point for expansion and growth
Douvier explained that choosing Jeddah to host the second edition of the summit and opening the group's new offices there was no coincidence. The Saudi market is experiencing rapid growth, supported by a young, digitally savvy population and a large base of discerning consumers. Notably, by 2025, L'Oréal Middle East was projected to become the fifth largest contributor to the group's global growth, thanks to its exceptional performance in Saudi Arabia. The company plans to double its workforce this year, further strengthening its presence in the Kingdom, which spans more than 15 years.
Empowering local talent: L'Oréal Hairdressing Academy
Building on its historical roots in creating the first hair color, L’Oréal continues its commitment to advancing the profession. In Saudi Arabia, the L’Oréal Professionnel Academy plays a strategic role that extends beyond technical training to fostering social and economic impact. Through five academies located in Riyadh, Jeddah, and Dammam, and accredited by the Technical and Vocational Training Corporation (TVTC) and supported by the Human Resources Development Fund (HRDF), the academy has successfully graduated over 150 Saudi women, with a 71% employment rate. Furthermore, the skills of over 800 stylists were developed during 2025 through 10,000 hours of training, with the ambitious goal of awarding professional certifications to 1,000 stylists by 2029.
Pioneering initiatives to empower Saudi women
L'Oréal's efforts extend beyond academia to include comprehensive women's empowerment programs. The group launched the "Beauty for a Better Life" program in partnership with the Education for Employment Foundation, which provides vocational and digital training. The L'Oréal Foundation has allocated over 600,000 Saudi Riyals to support this program, aiming to integrate 100 graduates into the workforce by 2026. Additionally, the Kérastase Power Talks initiative, in collaboration with the Al Nahda Association, was launched to train and mentor 200 women, contributing to the development of a new generation of female leaders.
Sustainability and the Circular Economy: Towards a Green Future
In line with global and local environmental goals, L'Oréal is focused on leading the climate transition and protecting nature. Consumers in Saudi Arabia have shown a growing awareness of the importance of sustainability. In response, L'Oréal launched its "Refill" campaign to encourage the use of refillable products across various categories (makeup, skincare, haircare, and fragrances) through luxury brands such as Kiehl's, Yves Saint Laurent, and La Roche-Posay. This initiative reduces plastic waste and supports the circular economy.
Measuring the actual economic impact
To ensure transparency and credibility in assessing its contributions, L'Oréal relies on independent methodologies. In 2025, the Group commissioned Asterès, an independent consulting firm based in Paris, to measure the actual economic impact of its operations in the Kingdom, thus underscoring its commitment to being a true partner in the journey of sustainable development.
