Italian Ministry of Foreign Affairs Launches “Italian Beauty Days” in Saudi Arabia

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The Italian Ministry of Foreign Affairs, in close cooperation with the Italian Trade Agency (ITA), announced the launch of the “Italian Beauty Days” event in Saudi Arabia. The event will take place on February 3–4, 2026, in Riyadh, representing a strategic step to strengthen the presence of Italian products in the emerging and promising Saudi beauty market.

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Entering Saudi Beauty Market

The organization of “Italian Beauty Days” supports Italy’s strategy to boost cosmetics exports, as Saudi Arabia is one of the Middle East’s most dynamic markets. The event brings Italian companies closer to local distributors and partners. It highlights the quality of Italian skincare, makeup, fragrances, and natural products, while exploring long-term partnerships.

At the same time, the Saudi market is seeing growing demand for luxury and innovative products. This makes it an ideal target for the Italian cosmetics industry, a global leader in quality and innovation.

Participants, Organizing Bodies

The event is organized in partnership with Cosmetica Italia, the Italian Cosmetics Association, and Cosmoprof Worldwide Bologna, which represent the commercial excellence of the Italian cosmetics industry. Additionally, a group of leading Italian companies will participate, presenting the latest innovations, including organic products, advanced skincare technologies, and exclusive fragrances.

The event will bring together Italian companies and Saudi distributors through B2B (business-to-business) meetings, available to interested parties via direct registration through the official channels of the Italian Trade Agency.

Statement by Italian Ambassador Carlo Baldocci: Strategic Vision for Cooperation

In an exclusive interview conducted by Sawahel Al-Jazeera Media with His Excellency the Italian Ambassador to the Kingdom, Mr. Carlo Baldocci, the Ambassador emphasized the importance of the event, saying:

“It is very important for us to be here today to inaugurate these two important days dedicated to beauty between Italy and the Kingdom of Saudi Arabia. This demonstrates that there is great potential to work together in this sector. Italy, as everyone knows, is a global powerhouse in cosmetics. I was truly surprised to hear today that around 50% of eye and face care products worldwide come from Italy, which means that every woman likely owns at least one Italian product, perhaps under a different brand name.

“This is why we are here today: to show that we can cooperate very effectively with the Kingdom. We can create strong partnerships. We are very keen to continue our exports. The production volume of the cosmetics industry in Italy is around €16 billion, and more than half of this amount—€8.5 billion—is dedicated to exports. We have a supply chain that includes approximately 500,000 people working in this industry, which is very important when considering the future direction of this sector in the Kingdom, as it is an industry that can be very successful in engaging more people.”

Italian companies have now begun their B2B activities with potential or existing Saudi partners, and we are here to witness and contribute to the success of these two important days in the field of cosmetics.”

Activities, Expected Program

The program includes specialized panel discussions addressing the latest trends in the cosmetics industry, such as sustainable products, artificial intelligence in personal care, and expansion into emerging markets. Direct business meetings will also be held to facilitate deals and partnerships, in addition to product demonstrations of Italian cosmetics.

Sessions will also focus on trade exchange and innovation, offering participants opportunities to learn about Saudi standards and investment prospects in the beauty sector.

Initiative Context, Previous Successes

“Italian Beauty Days” builds on a successful series of Italian events in Saudi Arabia. In June 2024, the “Italian Beauty Day” event in Riyadh attracted hundreds of interested participants and led to preliminary agreements. Additionally, the Saudi-Italian Business Forum in November 2025 further strengthened trade ties between the two countries, confirming the importance of the Saudi market as a strategic partner.

Moreover, this initiative falls within Italy’s broader strategy to promote “growth diplomacy,” aimed at expanding exports in creative and industrial sectors.

Registration, Participation Opportunities

For those interested in participating, registration is available through the websites of the Italian Trade Agency (ITA) and Cosmetica Italia. The list of participating companies will be published soon, and early registration is recommended for attendance or B2B negotiations. The event is open to professionals and companies in the cosmetics sector, offering opportunities to discover the latest Italian products.

Vision 2030

The event aligns with Saudi Vision 2030, which seeks to diversify the economy and strengthen creative sectors, contributing to the development of the local beauty industry through international partnerships. Italy, as a global power in the beauty sector, offers a model of quality and innovation, reinforcing cooperation between the two countries.

Finally, this launch marks Italy’s renewed commitment to advancing trade relations with Saudi Arabia, fostering new opportunities for investment and sustainable growth.