DUBAI: Skincare and makeup brand Flormar is planning to triple the number of its stores in Saudi Arabia over the next four to five years to meet the demand of a burgeoning and increasingly competitive market.

Established in Milan, Italy, in the late 1950s, the company is now headquartered in Turkiye. Arab News spoke to CEO Matthieu Gomart about why he is so keen to increase the brand’s presence — currently 25 outlets — in the Kingdom.

“The beauty market in the Middle East — and specifically in Saudi Arabia — is quite dynamic,” he explained. “They have double-digit growth, making it one of our most exciting markets.”

Flormar has undergone something of a transformation in recent years, refining its product lines and formulations to appeal to a broader, more discerning audience. 

Gomart said the brand’s approach has evolved to focus “on high-quality makeup at affordable prices” that aligned with skincare and ethical beauty trends. 

The company’s clean and vegan products, designed to enhance skin health, have been particularly well-received among Saudi consumers, he added, noting an increasing appetite for natural ingredients and skin-friendly formulations. 

It is a trend highlighted by panelists at Riyadh’s Hia Hub beauty conference in October. Industry insiders, such as Chalhoub Group president Patrick Chalhoub, told Arab News the under-30 demographic “use skincare products more frequently and are willing to experiment with innovative products, even with brands that are not necessarily very popular.”

With an entire conference dedicated to growing the Kingdom’s skincare market, it is no wonder Flormar has identified it as a target segment.

Gomart said Saudi consumers were also embracing innovations such as “skinification” — adding skincare benefits to makeup products.

To meet this demand, Flormar is adapting its offerings to include sun protection and hydration in its makeup line.

“Saudis have a strong appetite for those nutrients,” he said.

Flormar’s growth includes partnerships with local retailers, distribution through pharmacy chains, and plans to expand its e-commerce footprint.

“We are happy to be contributing to the rise of self-expression in Saudi Arabia,” Gomart added.

DUBAI: Arabs around the world congratulated Victoria Kjaer Theilvig who was crowned Miss Universe 2024 on Sunday, becoming the first contestant from Denmark to achieve the honor.

The dancer, entrepreneur, and animal rights activist beat out more than 120 contestants in the pageant's 73rd edition held in Mexico City, two years after she visited the UAE and posed for snaps in Dubai’s desert surroundings on holiday.

“I have been waiting for my whole life for this moment,” she said during the swimsuit round of the pageant.

“No matter where you come from, no matter your past, you can always choose to turn it into your strengths,” she also said on the Miss Universe stage.

X user Asia Alwasity echoed several other commentors who praised Theilvig’s apparent lack of cosmetic surgery. “She deserves it, she is a natural beauty with no cosmetic surgeries done,” she wrote in Arabic.

Another X commentor, @goodluck11974, wrote in Arabic, “Her beauty is wow, her face reminds us of the old natural beauty with no fillers or surgeries.”

Many social media users commented on Theilvig’s “exceptional beauty,” inside and out.

“Beauty is not just about looks, but about a strong, confident personality, and this beauty embodies these in every detail,” wrote X user @alzhrany60092.

“Congratulations to this beauty, she makes history with her exceptional beauty,” wrote X user @zyz51618 in a translated post.

Other social media users called Theilvig as pretty “as a Barbie,” with numerous commenters comparing Theilvig to the iconic doll.

Dressed in a pink glittering gown, the 21-year-old from Soborg was crowned by Miss Universe 2023 Sheynnis Palacios from Nicaragua, in Mexico City on Sunday.

Crafted by Jewelmer, the crown features golden South Sea pearls, the national gem of the Philippines. Named the “Lumiere de l’Infini) tiara, the crown displays a radiant sunburst motif at its heart.

First runner-up was Chidimma Adetshina, a law student representing Nigeria, followed by Maria Fernanda Beltran of Mexico, Suchata Chuangsri of Thailand, and Ileana Marquez of Venezuela.

An avid traveller, Thielvig seems to enjoy visiting cities across the world — including Dubai in the UAE. In January 2023, she took to Instagram to post a picture of herself posing on a dune buggy in the vast deserts of Dubai. “

Adventure in the desert,” she captioned the post, along with a camel emoji.