RIYADH: Makeup, fragrance, hair, and wellbeing are the hot topics at Beautyworld Saudi Arabia, the trade fair unlocking new business opportunities for international beauty brands in the Kingdom. For the latest updates, follow us on Instagram @arabnews.lifestyle Held in Riyadh’s International Convention & Exhibition Center and running till Feb. 13, the beauty conference is a collaboration with the Riyadh Chamber of Commerce and brings together more than 340 exhibitors from 35 countries. Niche perfume house HelloHelen offers French-formulated perfumes, reed diffusers, candles, and skincare designed in Ukraine. The brand’s team has been traveling to various beauty conferences to expand its global presence, The perfume brand is known for collaborating with American rapper and record producer Soulja Boy to create two of their best-selling fragrances with unique notes of fresh citrus. Brand owner and perfumer Elena Nechyporuk says that it is the brand"s first time traveling to an Arab country and the brand is checking out the market to create fragrances suitable for the region. “We are liking it a lot and we are here to see how the Arab market reacts to our perfumes…We are working on special editions for the Arab market,” she told Arab News. Traveling From Tokyo, Japan, the team behind hair hot tools brand Kinujo prides themselves on their Silk Plate technology. Brand president Hamada Tomoaki told Arab News that he is pleased to be in the Kingdom for the first time. “The reason why we created these beauty products for hair is because of the available technologies that would allow us to create a wonderful product. The two main takeaways from Kinujo’s tools are that they work very fast to style the hair while protecting it and keeping it healthy.” Saudi content creator Ali Majed attended the event to network with international brands. “I’m here because this is an incredible opportunity, in my home city where I grew up, to network and meet incredible people in the industry. I have something that I am working on so I’m here to connect with people for business purposes and I’m excited for that. “It makes me even more proud that my country is hosting this event. As a beauty lover, I’m a nerd and I love to talk about the ins and outs of beauty.” Beautyworld Saudi Arabia offered sessions with more than 40 international speakers, workshops, and beautyLIVE demonstrations exploring the latest beauty trends.