JEDDAH: Saudi Arabia’s beauty industry is undergoing a transformation as homegrown brands blending cultural heritage with modern science rise to prominence. The market is now seeing a surge of locally made cosmetics addressing everything from skin tone to personal values.
One of those at the forefront of this shift is Rana Banafa, founder of Mraya. She views tradition as something dynamic.
“Saudi tradition isn’t about preserving something static, it’s about growth,” Banafa tells Arab News. “We’ve always evolved, always improved, always adapted. That mindset is what inspired Mraya; I wanted to build a brand that reflects where we come from, but also how we think today — forward, innovative, and constantly developing.
“Our products are built through science. That’s actually the foundation of Mraya. The brand comes from a pharmaceutical science background, so everything we create is driven by research, performance, and expertise, not traditional recipes,” she continues.
At the same time, cultural awareness informs product development. “What we do take from our culture is a deep understanding of what people here want, whether that’s shades, finishes, or functionality, and we translate that into modern, high-performance products.”
Rather than following the herd, Banafa says Mraya tries to put a Saudi spin on the latest fashions.
“I don’t see it as a balance as much as a blend. Our authenticity is the base, and from there we build around what the modern consumer actually needs,” she says. “We look at global trends, but we filter them through our lifestyle, our preferences, and how beauty is used here. It’s about making trends feel relevant, not imported.
“What makes Saudi beauty unique is that it’s constantly evolving. There’s a strong sense of identity, but also a drive to improve and develop,” she continues. “On top of that, we understand our skin tones, undertones, and preferences in a very real way,” — she cites a “clear move toward skin-enhancing products rather than heavy coverage” as an example — “so the products feel more personal and more relevant to our market.”
The response from consumers has been “incredibly encouraging,” Banafa says. “People genuinely love supporting local brands, especially when they feel represented in them.”
A similarly purpose-driven approach inspires Alaa Ali, founder of Botanical Bliss, whose brand is rooted in herbalism and community-centered values.
“I wanted to create something (unique), of high quality, for our community — an elevation beyond what’s been provided by giant corporations that limit quality and choices for consumers,” she says. “The possibilities are endless, and the path is different with each herb and formula.”
Drawing from a childhood surrounded by gardening and herbal practices, Ali set out to create a modern version of traditional apothecaries. “You know when you travel and find those local, authentic apothecary stores that are hundreds of years old? I want us to have our own upgraded version of that,” she says. “I want our community to have a reliable, trusted source for clean cosmetics based in true herbalism.”
Her commitment to authenticity has fueled strong word-of-mouth growth, helping the brand expand organically without the need for heavy promotion.
“I stay focused and true to my vision and values, because a trend is nothing more than a temporary wave. If the wave comes, we’re ready and authentic. If it doesn’t, we remain sustainable and reliable for our locals,” Ali says, noting that demand for her products has already extended beyond Saudi Arabia. “Not everything that’s trendy is healthy, and not all natural ingredients are truly natural. Not all natural is safe for us to use, and certainly not all natural is sustainable. I always encourage people to do their own research and learn before making a purchase from a real, reliable source.”
For Ali, building a brand goes beyond products. “When you’re building something real, rooted in deep understanding, knowledge, and a clear vision, it becomes more than just cosmetics. It becomes genuine care, intention, and true attention to detail,” she says.
Botanical Bliss' deodorants have proved popular with consumers, its founder says. (Supplied)
Sustainability and community engagement are central to her long-term vision. “We want to start by providing the essential needs for our community, and then grow from there, always with quality and authenticity at the core,” she says. “We focus on sourcing locally whenever possible instead of importing ingredients. We are for our people, and we will remain that way.”
Ali also pointed out that the local manufacturing sector is still in its early stages. “The Saudi beauty and cosmetics sector is still very new when it comes to local production. Education, knowledge, and strong regulations are the foundation for shaping any industry’s future.”
Meanwhile, Reem Awad Al-Omari, founder of Miimz Tint, a Saudi beauty brand specializing in lip and cheek tints made with natural ingredients including rose water, glycerin, and fruit-derived colors.
“I noticed that many women around me, whether at work or university, wanted to look put-together but were hesitant to use conventional makeup because of its effect on their skin,” she says. “I wanted to create something that felt natural and effortless without asking (women) to choose between beauty and skincare.”
Her solution was a lightweight lip and cheek tint enriched with glycerin. “It’s been used in skin care for generations, our grandmothers knew it,” she says. “(It’s not about) reinventing the wheel, it’s about knowing which ingredients have real heritage and real results, then formulating them properly.”
For Al-Omari, authenticity lies in relevance. “Saudi women are fully aware of global trends. What they want is a product that speaks to them specifically. Take what’s relevant from global innovation, strip away what doesn’t fit our context, and build something that feels honest,” she says.
She also underscored the importance of trust and regulation in local production. “Every Miimz product goes through the SFDA certification process. That’s non-negotiable. (We are a) Saudi brand formulated for Saudi women specifically. We understand our skin, our weather, our routines.”
Response has been strong, Al-Omari says, especially from “women who’d given up on tints because they found them drying or too heavy.” She also notes that Saudi consumers are becoming increasingly aware of the importance of knowing exactly what is in the cosmetics they’re using.
“They read labels,” she says. “They ask about what’s inside.”
Al-Omari sees both her brand and the wider industry expanding beyond national borders. “The Saudi beauty market is growing fast — and quality is rising with it. I think we’ll see Saudi brands go regional and then global,” she says. “The talent is here, the market is maturing, and there’s real appetite internationally for beauty that comes from this part of the world.”
