Jadwa Investment acquires stake in Makhazen Alenaya to boost market expansion
The investment represents Jadwa’s fourth acquisition under the fund.
SAUDI ARABIA – Jadwa Investment, an investment management and advisory firm, has acquired a majority stake in Makhazen Alenaya, a Saudi beauty and personal care retailer, through its GCC Diversified Private Equity Fund.
The investment represents Jadwa’s fourth acquisition under the fund, reinforcing its confidence in Saudi Arabia’s dynamic consumer market and the growing adoption of modern retail formats.
Makhazen Alenaya has grown to 15 branches across Saudi Arabia, introducing a multi-category specialist model that combines competitive pricing with a premium, all-in-one shopping experience.
Makhazen Alenaya, Abdullah Almudaihesh, Co-Founder and CEO, stated, “Partnering with Jadwa Investment marks a defining milestone in Makhazen’s journey.”
“We will leverage Jadwa’s deep expertise to accelerate our growth, strengthen our operational capabilities and governance, and unlock long-term value.”
He added, “This partnership will reinforce our leadership position in the Kingdom’s beauty and personal care sector and lay the foundation to list on the Saudi Exchange’s Main Market.”
Makhazen Alenaya offers a wide range of beauty and personal care products, catering to diverse consumer needs through its multi-category specialist model.
The retailer offers a range of cosmetics, skincare, haircare, and wellness essentials, combining value-driven pricing with a premium shopping experience.
Its curated selection includes eyebrow mascaras, brushes, eyelashes, and eye brighteners.
The announcement comes at a time when the beauty and personal care products market in Saudi Arabia is experiencing steady growth.
According to a report by Statista, the personal care products market in Saudi Arabia is projected to reach USD 2.78 billion in 2025, making it the largest segment within the broader beauty and personal care industry, which is valued at USD 6.22 billion.
The market is expected to grow at an annual rate of 3.43% (CAGR 2025-2030), driven by rising consumer demand, digitalization, and evolving beauty standards.
Saudi Arabia is also emerging as a global hub for halal-certified beauty, with the Halal Products Development Company (HPDC) investing in localizing halal cosmetics production.
This aligns with the Kingdom’s Vision 2030 strategy, aimed at economic diversification.
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