FACES opens new beauty retail store in Jeddah
The flagship has been designed as an immersive beauty destination rather than a conventional retail outlet.
SAUDI ARABIA – Faces, a leading beauty omni-retailer, has unveiled its largest GCC flagship at Jeddah Vibes, introducing a new service-led beauty retail concept that puts experience, consultation and personalisation at the centre of the store.
The 1,100-square-metre store is the first physical expression of the brand’s refreshed identity and signals a broader push to elevate its presence across the region.
It includes multiple entrances, curated experience zones, VIP areas and dedicated consultation spaces, all intended to make the journey more interactive and service-driven.
According to the brand, the layout and visual identity were developed to reflect FACES’ rebrand and create a more premium in-store atmosphere.
A major part of the concept is built around five service pillars: skin analysis, fragrance, makeup, men’s grooming and gifting support.
Each pillar is meant to address a different shopper need, whether that means a skincare diagnosis, a makeup refresh, a grooming session, or help select a gift.
Nicole Nitschke, FACES Managing Director, stated, “As our largest store in the GCC and the first to embody our reimagined brand, it reflects our evolution into a service-led beauty retailer centred on expertise, personalisation and immersive discovery.¨
¨Saudi Arabia remains a cornerstone market for us, and this investment underscores our long-term commitment to the Kingdom and its dynamic retail transformation under Vision 2030”
Fragrance is one of the strongest features of the flagship, with a central Fragrance Layering Bar positioned as the hero experience.
The brand has curated a strong perfume selection, including Amouage, Penhaligon’s, Creed, Parfums de Marly, Jo Malone, and Nishane.
The store’s fragrance offering is closely tied to regional consumer preferences, where scent plays an important cultural and lifestyle role.
The beauty services area is designed to remain fresh through rotating brand activations and masterclasses. Global brands, including Shiseido and Clarins are expected to use the space for exclusive treatments and limited-time experiences, helping drive repeat traffic and keeping the flagship dynamic.
In addition, another feature is the men’s grooming destination, created with Saudi grooming specialist Yousef Afandi.
That section offers haircuts, beard care, facial treatments and other grooming rituals delivered by trained professionals.
It broadens the store’s appeal and shows how FACES is expanding beyond traditional women’s beauty retail.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
