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REPOR T

THE BEAUTY

DYNAMICS OF

SAUDI ARABIA

VALÉRIE KAMINOV – BIOGRAPHY
Trailblazer, entrepreneur, advisor and
business strategist are just some of
the ways to describe Valérie Kaminov,
Founder & Managing Director of
International Luxury Brand Consultancy.
Valérie’s enviable reputation in the world
of international beauty, stems from her
highly effective approach to developing
brands. Her forward-thinking acumen and
smart strategies are based on an innate
insight into global markets, an ability that
has led her to take brands to up-and-
coming beauty destinations before others.
This deep understanding of the industry,
how to position products, where to go,
who to speak to and how to get results
has made IL Brand Consultancy the go-to
company for beauty brands looking
to grow their business around the world.
Since establishing her influential
consultancy, Valérie has successfully The Kingdom of Saudi Arabia is the 13th largest country in the world,
steered emerging talents to global it makes up 80% of the Arabian Peninsula and its economy is the highest
recognition, re-established well-known in the Arab world with a GDP of over US$1.1trillion. It is also, along with
names, advised on growth plans its GCC counterparts rapidly becoming one of the most influential
and introduced a host of beauty brands and opportune markets in the beauty and personal care sector.
to new distribution channels. The GCC’s beauty category witnessed a 15% year-on-year growth in 2023 with Q1
She has been instrumental in the 2024 being up +10%. The strong spending and healthy tourism of UAE make it
transformation of many businesses around the top market, with Saudi Arabia closely following. Fuelled by a vibrant economy,
the world and always on the belief that
profitable market entry and sustained booming tourism and an increase in government infrastructure investment, the
growth require the right partners. Middle East currently holds the highest global spending on make-up and skincare.
It is why she is regarded as one of A key driver in beauty is the dominant younger consumer demographic, under 30s
the most well-connected people in the make up 55% of the MENA population, which further reinforces the future growth
industry. Having been at the forefront opportunity of the sector. These consumers have one of the highest
of the global cosmetics industry for over per capita spends in the world of beauty and personal grooming.
25 years, Valerie’s thought leadership These impressive statistics demonstrate the importance of the Middle East and
and knowledge have led her to be a
regular contributor to Export Magazine, individual markets such as Saudi Arabia to the global cosmetics industry.
creator of Connect Beauty, host at the
IMF Convention, developer of the Cannes UNDerStANDING tHe reGIoN
Duty Free programme as well as author A fundamental consideration for any business looking to the Middle East is
of the informative market-focused Inside recognising the singularity of each country. “The Arab market is commonly
Cosmetics Collection that have become considered as a single entity in the West, but this is not accurate.” explains
required reading for brands looking at Omar Bdour, CEO of London Arabia Organisation. “Each market is unique
global expansion. From launching brands
on the international stage to being a and will have its own factors to consider. So make sure your understand these
business intelligence resource, Valérie’s differences and don’t try to apply a single strategy to the whole region.”
rare combination of skills make her
an exceptional consultant and advisor.
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