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RIYADH: On the second day of the Global Cybersecurity Forum, discussions focused sharply on the critical role of cybersecurity in influencing foreign direct investment. 

“Investors want to know that leaders both in government and in business take cybersecurity seriously at the very top, they want to see budgets allocated, regulations enforced, and results reported,” Bocar A. Ba, CEO of SAMENA Telecommunications Council, said. 

“That visible prioritization is what gives them confidence that risks are managed, opportunities are sustainable, and the capital, most importantly, is protected,” he added.

In a session focused on securing investment, experts emphasized that cyber readiness directly shapes investor confidence and national risk profiles, urging top-level prioritization of cybersecurity, noting that nations and companies able to demonstrate robust cyber defenses are better positioned for economic success.

In what he called the single most important action, Ba stated: “Making cybersecurity a leadership priority and not a cost to be managed quietly in an IT department, and not a box to tick for compliance but a central pillar for national and corporate economic strategy.”

During the session, he stressed that “cybersecurity is not the enemy of investment, it is the enabler of trust in investment.” 

He added: “Cybersecurity has been the guarantor of stability and the foundation of investment trust.”

The SAMENA Telecommunications Council called for joint action on several fronts, “first by developing a cyber readiness framework with measurable benchmarks ... practising more transparency, and third by creating regulatory sandboxes where cybersecurity solutions could be tested in partnerships with regulators.”

Speaking alongside Ba on the panel were Wael Fattouh, chief of advisory at SITE, and Christopher Steed, CIO and managing director of Paladin Capital Group. 

The panelists discussed how strengthening cyber resilience, governance, and transparency can attract investment and position economies as secure hubs in an interconnected world.

Fattouh stated: “The Saudi market has reached a level of maturity and capability that we are now looking to be cocreators, co-investors, in innovation, innovators with the IP.” 

During the forum, Site stated that they are preparing to launch “the first Saudi IP for next generation firewall and HDR.” 

This marks the fifth Global Cybersecurity Forum, which convened global decision-makers and experts in Riyadh Oct. 1-2 to shape the future of cyberspace under the theme “Scaling Cohesive Advancement in Cyberspace.”

RIYADH: As ����ֱ�� accelerates its transformation under Vision 2030, the beauty industry is not only keeping pace — it is helping to lead the charge. 

At the forefront of this dynamic is ��’O���𲹱�, whose latest socio-economic impact study, conducted by Asteres, reveals a commitment to shaping the future of beauty.

Speaking on the sidelines of the report’s release, Vismay Sharma, President of ��’O���𲹱�’s South Asia Pacific, Middle East and North Africa division, shared how ����ֱ�� is fast becoming a global epicenter for beauty innovation, digital transformation, and youth empowerment.

“����ֱ�� is one of the fastest growing and most dynamic beauty markets worldwide. ��’O���𲹱� views the Kingdom as a cornerstone of our future, a $2 billion market with immense growth potential,” said Vismay.

With 99 percent internet penetration and 134 percent mobile connectivity, ����ֱ�� stands among the most digitally connected societies in the world. This connectivity is revolutionizing the consumer landscape, making multichannel retail and beauty tech standard practice rather than futuristic fantasy.

“A typical Saudi woman uses nine makeup products every day — more than the average of seven in Europe,” Vismay noted. “Saudi consumers are digitally-savvy and highly connected, and this is driving growth in social commerce and interest in beauty tech.”

From artificial intelligence-powered hair diagnostics to augmented reality virtual try-ons, ��’O���𲹱� is embedding cutting-edge tech into everyday routines. The Lancome ����ֱ�� website already offers such immersive experiences, allowing customers to find their ideal foundation, lipstick or mascara with just a click.

“Three-quarters of Saudi consumers buy beauty products both online and offline, reflecting this ‘omnichannel’ shopping trend,” said Vismay. “We partner with leading e-commerce players to create outstanding experiences.”

With nearly 50 percent of the population under the age of 30, ����ֱ��’s youth are not only the largest consumer segment but also the future workforce of the beauty industry.

“Gen Z consumers are redefining cultural shifts and consumption trends, demanding personalized, digital-first experiences,” said Vismay.

Campaigns like Garnier’s “Ramadaniyat,” a culturally relevant talk show that engaged young Saudis during Ramadan, exemplify how ��’O���𲹱� is speaking the language of the next generation. On the workforce side, the ��’O���𲹱� Professional Hairdressing Academy has already trained over 100 Saudi women, with an ambitious goal of 1,000 graduates by 2029.

��’O���𲹱�’s influence is not only economic, but social. The group’s initiatives have reached over 35,000 individuals, with programs supporting women’s empowerment, education, upskilling and entrepreneurship.

“We’re incredibly proud that to date, over 100 Saudi women have already graduated from five academies across the Kingdom,” Vismay shared. 

“These programs directly support Saudi Vision 2030’s goal of increasing female workforce participation,” he added.

The Kingdom is not just a market — it is a testing ground for global innovation.
“Driven by Vision 2030 and events like LEAP, ����ֱ�� is a leading incubator for tech innovation. For ��’O���𲹱�, we see the Kingdom as a gateway to scale beauty innovation,” said Vismay.

��’O���𲹱�’s presence at LEAP 2025, where it was the only beauty company exhibiting over 20 AI-driven innovations, underscored ����ֱ��’s role as a launchpad for beauty tech across emerging markets.

“Our journey in the Kingdom is grounded in our belief that business performance and positive impact must go hand-in-hand,” said Laurent Duffier, managing director of ��’O���𲹱� Middle East and ��’O���𲹱� ����ֱ��.

As ����ֱ�� continues to reimagine its future, ��’O���𲹱�’s presence offers a compelling model for how the beauty industry can drive economic inclusion, social progress, and sustainable innovation — from the Kingdom and far beyond.