L’Oréal launches new office in Jeddah to drive growth
This expansion, unveiled during the second L’Oréal for the Future Summit in Jeddah, positions the company to lead the Kingdom’s dynamic market through targeted investments.
SAUDI ARABIA – L’Oréal Middle East has officially opened a new office in Jeddah, signalling its deepened commitment to Saudi Arabia as a core hub for growth, women’s empowerment, and sustainable practices in the beauty sector.
The inauguration underscores L’Oréal’s long-term vision for Saudi Arabia, where it has operated since the 1960s and established a local subsidiary in 2012.
Managing Director of L’Oréal, Laurent Duffier, emphasized that the office will support workforce expansion, aiming to double employee numbers by the end of 2026 amid strong economic factors like middle-class growth and rising female workforce participation.
Saudi Arabia now stands as the Gulf’s largest beauty market and a key driver of the Middle East’s contributions to L’Oréal’s global growth in 2025.
An independent study by Asteres reveals L’Oréal’s value chain generates SAR 3.2 billion (USD 853 million) for the Saudi economy and sustains 8,765 jobs, while its social programs have reached over 35,000 individuals.
These figures highlight the company’s role in fostering economic diversification and aligning with Vision 2030 priorities.
Internal data also notes that Saudi women average 23 makeup products, fueling strong beauty consumption.
In addition, L’Oréal launched its fifth professional hairdressing academy at the new Jeddah site, partnering with Princess Nourah bint Abdulrahman University, Imam Abdulrahman Bin Faisal University, and Effat University to train salon professionals.
The accredited program, backed by the Technical and Vocational Training Corporation and the Human Resources Development Fund, has certified 150 women in two years, with 70% securing immediate jobs, some even starting their own salons, and aims to reach over 1,000 by 2029.
Complementing this, the “Beauty for a Better Life” digital training with Education for Employment has received over SAR 600,000 (USD 160,000) from the L’Oréal Foundation, expecting 100 graduates as beauty advisors in 2026; additionally, 800 hairstylists received 10,000+ training hours in 2025.
The company is accelerating the adoption of refillable products through the “Join the Refill Movement,” promoting eco-friendly habits that benefit consumers and the environment, though behavioural shifts remain a hurdle.
Sustainability targets are embedded in governance and KPIs under the L’Oréal for the Future program, earning a rare 10-year AAA rating from the CDP for scopes 1, 2, and 3 emissions.
These efforts reinforce L’Oréal’s market leadership amid regional challenges, leveraging its diversified operations and the “lipstick effect” to build resilience.
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