Page 24 - EM - EXPORT MAGAZINE PERFUMERY EDITION SUPPLEMENT

R R E E P P O O R R T 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
th
to grow their business around the world. The Kingdom of Saudi Arabia is the 13 largest country in the world, it makes up 80%
Since establishing her influential consultancy, of the Arabian Peninsula and its economy is the highest in the Arab world with a GDP
Valérie has successfully steered emerging talents to of over US$1.1trillion. It is also, along with its GCC counterparts rapidly becoming one
global recognition, re-established well-known names, of the most influential and opportune markets in the beauty and personal care sector.
advised on growth plans and introduced a host The GCC’s beauty category witnessed a 15% year-on-year growth in 2023 with Q1
of beauty brands to new distribution channels. 2024 being up +10%. The strong spending and healthy tourism of UAE make it the top
She has been instrumental in the transformation market, with Saudi Arabia closely following. Fuelled by a vibrant economy, booming
of many businesses around the world and always tourism and an increase in government infrastructure investment, the Middle East
on the belief that profitable market entry currently holds the highest global spending on make-up and skincare. A key driver in
and sustained growth require the right partners. beauty is the dominant younger consumer demographic, under 30s make up 55% of
It is why she is regarded as one of the most the MENA population, which further reinforces the future growth opportunity of the
well-connected people in the industry. sector. These consumers have one of the highest per capita spends in the world of
Having been at the forefront of the global beauty and personal grooming.
cosmetics industry for over 25 years, These impressive statistics demonstrate the importance of the Middle East and
Valerie’s thought leadership and knowledge have led individual markets such as Saudi Arabia to the global cosmetics industry.
her to be a regular contributor to Export Magazine,
creator of Connect Beauty, host Understanding The region
at the IMF Convention, developer of the Cannes
Duty Free programme as well as author of the A fundamental consideration for any business looking to the Middle East is recognising
informative market-focused Inside Cosmetics the singularity of each country. “The Arab market is commonly considered as a single
Collection that have become required reading entity in the West, but this is not accurate.” explains Omar Bdour, CEO of London Arabia
for brands looking at global expansion. Organisation. “Each market is unique and will have its own factors to consider. So make sure
From launching brands on the international your understand these differences and don’t try to apply a single strategy to the whole region.”
stage to being a business intelligence resource,
22
Valérie’s rare combination of skills make her
an exceptional consultant and advisor.