Flormar Set to Triple Stores in Saudi Arabia Amid Booming Beauty Market
Founded in Milan in the 1950s and now headquartered in Turkiye, Flormar is gearing up to expand its presence in Saudi Arabia by threefold over the next four to five years. With the market witnessing rapid growth and increased competition, the brand is looking to cater to the demands of the burgeoning industry.
CEO Matthieu Gomart shared insights with Arab News on the brand’s strategy to grow its current 25 outlets in the Kingdom, emphasizing the dynamic nature of the beauty market in the Middle East, particularly in Saudi Arabia. With double-digit growth rates, the country has become one of Flormar’s most promising markets.
Evolution of Flormar: High-Quality, Ethical Beauty Focus
In recent years, Flormar has undergone a transformation, refining its product offerings and formulations to appeal to a wider audience. Gomart highlighted the brand’s shift towards providing high-quality makeup at affordable prices, aligning with skincare and ethical beauty trends.
Flormar’s clean and vegan products, designed to promote skin health, have resonated well with Saudi consumers. The increasing preference for natural ingredients and skin-friendly formulations has been a driving force behind the brand’s success in the region.
Rise of “Skinification” and Adaptation
Gomart noted that Saudi consumers are embracing trends like “skinification,” which involves incorporating skincare benefits into makeup products. In response to this demand, Flormar is adapting its offerings to include features like sun protection and hydration in its makeup line.
To cater to the evolving needs of consumers, the brand is also exploring partnerships with local retailers, expanding distribution through pharmacy chains, and enhancing its e-commerce presence. Gomart expressed excitement about contributing to the growing trend of self-expression in Saudi Arabia through Flormar’s innovative products.