A few years ago, owning their own salons might have felt like a distant dream for Shamma Alharithi, Haya Alshahrani and Areej Alwabil. Today, they are among a wave of female entrepreneurs reshaping the Kingdom’s landscape. Their journeys from passionate enthusiasts to business owners capture the true pulse of L’Oréal in Saudi Arabia: a story that goes far beyond corporate milestones.A recent study by Paris-based consultancy Asterès revealed that L’Oréal supports a SR3.2 billion value chain and over 8,765 direct and indirect jobs in the Kingdom. In 2026, L’Oréal doubled its workforce in Saudi Arabia, with over 50% of the team now made up of young Saudi nationals. However, these headline numbers only tell half the story. The group’s expansion has generated a ripple effect positively impacting the lives of Saudi youth and women, demonstrating the power of a global company committed to contributing to local economies. “This growth is bigger than just numbers. It’s about cultivating the next generation of Saudi entrepreneurs,” said Vismay Sharma, President of L’Oréal SAPMENA Zone, during his visit to Saudi Arabia this month. “Saudi Arabia is one of the most dynamic beauty markets and an increasingly strategic market for L’Oréal. As the Kingdom undergoes economic transformation, L’Oréal is developing Saudi talent, supporting new models of entrepreneurship, and contributing to a thriving beauty ecosystem.” L’Oréal expands vocational training for Saudi talents As Saudi Arabia continues to invest in its youth and create career opportunities, the Kingdom’s labor market reflects notable progress. According to the General Authority for Statistics (GASTAT), Saudi unemployment fell to 6.4% in the first quarter of 2026, down from 7.2% in the previous quarter and well below the 12.3% baseline recorded in 2016. At the same time, Saudi women’s labor-force participation has risen significantly, climbing from 22.8% in 2016 to 35.0% in 2025, according to the Vision 2030 Annual Report.Against the positive macroeconomic developments, L’Oréal’s social activities reflect a deep-seated commitment to the community.“L’Oréal’s growth in Saudi Arabia is about creating tangible value locally,” says Laurent Duffier, Managing Director of L’Oréal Saudi Arabia. “Our focus remains on developing Saudi talent, expanding professional opportunities for women, supporting the Kingdom’s growing creator community, and building a more sustainable beauty ecosystem.”Through the L’Oréal Professionnel Hairdressing Academy, the group is creating certified vocational pathways by training hairstylists and graduating them in cohorts annually, achieving a notable 70% employment rate among graduates. The Academy pledges to reach 1,000 women by 2029. This vocational training is already translating into deeply personal stories of empowerment and entrepreneurship. For graduates like Alharithi, Alshahrani and Alwabil, stepping into the Academy was more than learning a craft, it was the defining turning point from passionate enthusiasts to confident business owners. Armed with new skills and unwavering self-belief, they turned their dreams into reality by launching their own salons. The impact extends far beyond business ownership: today, many graduates are paying it forward as instructors within the Academy, while others thrive as skilled hairstylists and salon managers. Fueling the digital and creator economy The creator economy is becoming a significant part of Saudi Arabia’s digital growth, with the Kingdom being considered one of the world’s most connected digital audiences. The UNESCO–University of Oregon Crossings Institute’s MENA social media report estimates that the GCC creator economy grew 75% over two years, with Saudi Arabia recording 32% growth in the first quarter of 2025. The shift is turning content creation from a cultural phenomenon into an economic contributor, creating new opportunities for creators, income for families and supporting brands and small businesses to participate in digital value chains. This is where L’Oréal’s newly-launched Lorealistar platform comes in. More than a conventional influencer program, the platform is available in Saudi Arabia and across the GCC, and is designed to build longer-term relationships between L’Oréal Groupe’s brands and digital creators. It offers access to brand collaborations, professional upskilling, mentorship and other career-building opportunities.Duffier describes the opportunity as building a relationship between global beauty brands and a generation of local creatives that increasingly shapes culture and commerce, “The future of beauty is being shaped by a new generation of creators who are not simply communicating culture but are actively creating it. We are giving them tools, access, skills and opportunities, and entrusting Saudi talent to turn that creativity into lasting value.”For L’Oréal, the Kingdom is a fast-growing, dynamic consumer market where global expertise, Saudi talent and new forms of entrepreneurship are converging around a broader economic transformation.A few years ago, owning their own salons might have felt like a distant dream for Shamma Alharithi, Haya Alshahrani and Areej Alwabil. Today, they are among a wave of female entrepreneurs reshaping the Kingdom’s landscape. Their journeys from passionate enthusiasts to business owners capture the true pulse of L’Oréal in Saudi Arabia: a story that goes far beyond corporate milestones.A recent study by Paris-based consultancy Asterès revealed that L’Oréal supports a SR3.2 billion value chain and over 8,765 direct and indirect jobs in the Kingdom. In 2026, L’Oréal doubled its workforce in Saudi Arabia, with over 50% of the team now made up of young Saudi nationals. However, these headline numbers only tell half the story. The group’s expansion has generated a ripple effect positively impacting the lives of Saudi youth and women, demonstrating the power of a global company committed to contributing to local economies. “This growth is bigger than just numbers. It’s about cultivating the next generation of Saudi entrepreneurs,” said Vismay Sharma, President of L’Oréal SAPMENA Zone, during his visit to Saudi Arabia this month. “Saudi Arabia is one of the most dynamic beauty markets and an increasingly strategic market for L’Oréal. As the Kingdom undergoes economic transformation, L’Oréal is developing Saudi talent, supporting new models of entrepreneurship, and contributing to a thriving beauty ecosystem.” L’Oréal expands vocational training for Saudi talents As Saudi Arabia continues to invest in its youth and create career opportunities, the Kingdom’s labor market reflects notable progress. According to the General Authority for Statistics (GASTAT), Saudi unemployment fell to 6.4% in the first quarter of 2026, down from 7.2% in the previous quarter and well below the 12.3% baseline recorded in 2016. At the same time, Saudi women’s labor-force participation has risen significantly, climbing from 22.8% in 2016 to 35.0% in 2025, according to the Vision 2030 Annual Report.Against the positive macroeconomic developments, L’Oréal’s social activities reflect a deep-seated commitment to the community.“L’Oréal’s growth in Saudi Arabia is about creating tangible value locally,” says Laurent Duffier, Managing Director of L’Oréal Saudi Arabia. “Our focus remains on developing Saudi talent, expanding professional opportunities for women, supporting the Kingdom’s growing creator community, and building a more sustainable beauty ecosystem.”Through the L’Oréal Professionnel Hairdressing Academy, the group is creating certified vocational pathways by training hairstylists and graduating them in cohorts annually, achieving a notable 70% employment rate among graduates. The Academy pledges to reach 1,000 women by 2029. This vocational training is already translating into deeply personal stories of empowerment and entrepreneurship. For graduates like Alharithi, Alshahrani and Alwabil, stepping into the Academy was more than learning a craft, it was the defining turning point from passionate enthusiasts to confident business owners. Armed with new skills and unwavering self-belief, they turned their dreams into reality by launching their own salons. The impact extends far beyond business ownership: today, many graduates are paying it forward as instructors within the Academy, while others thrive as skilled hairstylists and salon managers. Fueling the digital and creator economy The creator economy is becoming a significant part of Saudi Arabia’s digital growth, with the Kingdom being considered one of the world’s most connected digital audiences. The UNESCO–University of Oregon Crossings Institute’s MENA social media report estimates that the GCC creator economy grew 75% over two years, with Saudi Arabia recording 32% growth in the first quarter of 2025. The shift is turning content creation from a cultural phenomenon into an economic contributor, creating new opportunities for creators, income for families and supporting brands and small businesses to participate in digital value chains. This is where L’Oréal’s newly-launched Lorealistar platform comes in. More than a conventional influencer program, the platform is available in Saudi Arabia and across the GCC, and is designed to build longer-term relationships between L’Oréal Groupe’s brands and digital creators. It offers access to brand collaborations, professional upskilling, mentorship and other career-building opportunities.Duffier describes the opportunity as building a relationship between global beauty brands and a generation of local creatives that increasingly shapes culture and commerce, “The future of beauty is being shaped by a new generation of creators who are not simply communicating culture but are actively creating it. We are giving them tools, access, skills and opportunities, and entrusting Saudi talent to turn that creativity into lasting value.”For L’Oréal, the Kingdom is a fast-growing, dynamic consumer market where global expertise, Saudi talent and new forms of entrepreneurship are converging around a broader economic transformation.
L’Oréal in Saudi Arabia: Redefining beauty with purpose
