DUBAI: As skincare continues to dominate the beauty conversation online, Arab News caught up with two Saudi influencers to understand more about how they are tailoring their content in an age where science-backed skincare is a key part of any makeup routine.
Sara Ali and Sarleen Ahmed attended L’Oréal’s first-ever Skin Summit in Riyadh that convened more than 400 content creators.
“Since the summit, I’ve started asking myself ‘does this product have real value? Is it backed by research? Is it something I’d recommend with confidence?’ Now, my content isn’t just about the glow, it’s about the why behind the glow,” Ali told Arab News.
As beauty influencers are increasingly expected to provide at least a cursory explanation about the skincare products they recommend, Ahmed explained that “when you start understanding the science behind formulations and the long-term impact of ingredients, it brings a whole new level of purpose to the content you share.”
“I used to talk about how something made me feel – now, I want to talk about how it works,” Ali added.
Dr. Richard Betts, scientific director at the consumer products division at L'Oréal SAPMENA, agrees with the push to inform beauty influencers.
“As a scientist, I believe bridging scientific expertise with creator-led storytelling is not just important, it is essential, especially in a market like Saudi Arabia, where digital engagement is amongst the highest globally,” he explained.
Digital penetration in the Kingdom stands at a staggering 99 percent, according to the Communications, Space and Technology Commission. And with around half the population sitting within the under-30 age range, it is no wonder that skincare companies are looking to leverage beauty influencers.
“Content creators have a unique ability to turn complex science into relatable, everyday skincare knowledge,” Betts noted.
