Riyadh – February 2026: Al Safa Group has announced a new launch for The Beauty Secrets, marking a step that reflects the brand’s continuous evolution and its alignment with the modern consumer’s taste. Through contemporary designs that embody innovation and radiate luxury, the brand affirms: “The look has changed… but the essence remains.”
The brand continues to present its signature fragrances, loved and trusted by customers for years, blending global expertise in perfumery with a local touch that reflects Saudi taste.
The Beauty Secrets stated that its new launch is built on balancing the “magic of appearance” with the “authenticity of content.” It aims to make every perfume bottle a work of art that elevates customers’ everyday distinction and offers an unforgettable fragrance experience. Because fragrance is not merely a scent, but a language of connection and a lasting memory, The Beauty Secrets believes its customers’ preferences are its primary source of inspiration. It consistently reaffirms that “Beauty’s secrets bring us together.”
The Beauty Secrets is a longstanding name in the world of beauty and fragrances, founded more than three decades ago. Since then, its journey has expanded, making it one of the leading brands in personal care and perfumery in the Kingdom and beyond.
From the outset, the brand has carried a clear vision: delivering high-quality products that combine contemporary creativity with local traditions. Over the years, it has earned the trust of a broad customer base.
The brand’s product portfolio is distinguished by its diversity and its ability to meet multiple needs. It is not limited to perfumes alone. It also includes body care products, scented candles, and home fragrances that add a touch of comfort and distinction to every moment in consumers’ lives. Within this range, the brand’s long-lasting signature perfume collection stands out, crafted with care from selected ingredients. Floral accords harmonize with notes of jasmine, luxurious woods, musk, and amber, creating a rich, cohesive sensory experience that lasts all day.
The brand’s fragrance compositions reflect special attention to achieving a balance between quality and longevity, through the selection of premium raw materials and scent profiles that suit diverse preferences for both men and women.
The Beauty Secrets offers a wide selection of body care, perfumes, and home scenting products, including candles, diffusers, and air fresheners, designed to suit every taste. Its core collections include: Merzam, Cool, Anchor, Pride, So Pink, Rosa Italia, Pocahontas, White Grape, Raspberry, So Glam, Red Elixir, and Tiffany. Across these collections, a variety of products are available, such as: perfume, hair perfume, body mist, candle, shower gel, fragrance oil, Velvet Touch Cream, and more.
The Beauty Secrets emphasizes that in every note and every drop, its promise of excellence is brought to life. It harnesses its future vision to craft a complete fragrance experience that honors the authenticity of its customers’ taste and meets their aspirations in the world of beauty.
