A few years ago, owning their own salons was a distant dream for Shamma Al Harithi, Haya Al Shahrani and Areej Al Wabel. Today, they have become part of a new generation of female entrepreneurs who are contributing to shaping the economic landscape in the Kingdom. Their journey, from their passion for the world of beauty to establishing their own business, embodies the essence of the L’Oréal story in Saudi Arabia, a story that goes beyond institutional achievements and numbers.
A recent study conducted by the Paris-based advisory body Asterism revealed that L'Oréal supports a value chain equivalent to 3.2 billion riyals ($853 million), and contributes to supporting more than 8,765 direct and indirect jobs in the Kingdom.
In 2026, L'Oréal doubled the number of its employees in Saudi Arabia, and Saudi youth now constitute more than 50 percent of its team. Although these numbers are important, they do not tell the whole story. The group's expansion has created a tangible impact that has extended to youth and women in the Kingdom, reflecting the role that global companies can play in supporting local communities and economies.
In this context, Vismay Sharma, President of L’Oréal in the South Asia Pacific, Middle East and North Africa region, said during his visit to the Kingdom this month: “We look at this growth beyond numbers, as we focus on supporting the next generation of Saudi entrepreneurs.”
He added: “Saudi Arabia is one of the most vibrant and developed beauty markets, and it occupies an important strategic position for L’Oréal. In light of the rapid economic transformations in the Kingdom, we continue to invest in Saudi talent, open new horizons for entrepreneurship, and support the growth and prosperity of the beauty sector.”
The Kingdom is witnessing remarkable progress in the labor market. The unemployment rate among Saudis decreased to 6.4 percent in the first quarter of 2026, compared to 12.3 percent in 2016, coinciding with an increase in the participation of Saudi women to 35 percent in 2025, according to data from the General Authority for Statistics and the “Saudi Vision 2030” report.
In parallel with these positive economic indicators, L'Oréal continues to expand its societal impact in the Kingdom. Through the L'Oréal Professionnel Professional Hairdressing Academy, the group provides accredited vocational training courses for hairdressers, with new batches graduating annually, and the employment rate among female graduates reaching 70 percent. The academy aims to train 1,000 Saudi women by 2029.
The results of these programs began to be embodied in success stories. The academy was a turning point for female graduates, such as Al-Harithi, Al-Shahrani, and Al-Wabel, as they moved from passion to establishing their own projects and opening their own independent salons. The impact was not limited to entrepreneurship, but extended to enabling other women to work as trainers in the academy, or continue their careers as hairdressers and salon managers.
The content makers sector is witnessing rapid growth as part of the digital transformation process. The sector's economy in the Gulf achieved growth by 75 percent in two years, and in Saudi Arabia by 32 percent during the first quarter of 2025, according to a report by the Crossings Institute (UNESCO and the University of Oregon).
In this context, L'Oréal recently launched in Saudi Arabia the "L'Oréalstar" platform, which goes beyond the concept of traditional influencer programs, with the aim of building long-term partnerships between L'Oréal Group brands and digital content makers.
Accor announced the appointment of Fadil Wehbe as CEO of the Sofitel Legend, Sofitel, MGallery and Emblems brands in Saudi Arabia, in a move that expands the scope of his leadership responsibilities at the Kingdom level to include a number of the group’s luxury brands.
Maud Bailey, CEO of the Sofitel Legend, Sofitel, MGallery and Emblems brands, said: “I am pleased to see (Fadil) assuming these new responsibilities, as he will play a pivotal role in supporting the exceptional growth witnessed by Saudi Arabia, a market that today has increasing momentum for our luxury brands more than ever before.”
Wahbi will assume his new responsibilities at the Kingdom level in parallel with his continued position as General Manager of the Sofitel Riyadh Hotel and Convention Center, where he will contribute to supporting the strategic direction, development and performance of the aforementioned brands in various parts of Saudi Arabia.
Dar Global, listed on the London Stock Exchange, presented its portfolio of luxury residential projects in Saudi Arabia and Qatar during an event it organized in Dubai, in the presence of real estate brokers and investors, as part of its endeavor to expand its presence in the luxury real estate markets in the region.
The company said that the event focused on investment opportunities in second homes and branded real estate, in conjunction with the reforms and legislation that Saudi Arabia and Qatar are working to develop to attract international investors and regulate ownership by non-citizens.
In Saudi Arabia, the company is based on projects in Riyadh and Jeddah, including the “Rayana” project in Wadi Saffar in Diriyah, which includes “Rayana Palaces” and “Trump Palaces.” Its portfolio also includes the “Amaya” project on King Abdulaziz Road in Jeddah, which includes “Trump Park Residences,” apartments, and townhouse units.
