by White Milano at Cosmoprof Bologna

M.Seventy is bringing Saudi beauty brands to Italy.

M.Seventy, the company behind the WHITE Milano fashion fair, has long been synonymous with curated relevance—and it is now applying this same approach to the beauty sector. At Cosmoprof Worldwide Bologna 2026, M.Seventy will bring a selection of Saudi brands to Europe, making a clear statement.

Cosmoprime features a deliberately minimalist space defined not by scale but by perspective. It is less about products and more about attitude—and about how Saudi Arabia positions itself in the global beauty landscape: self-assured, independent, and increasingly influential.

The selection includes: ASSAF, with its luxurious fragrance collections; MOONGLAZE, with its minimalist glow aesthetic; JAYLA, which combines skincare and fragrance; and WITHIN 51/49, which brings together scent, sound, and well-being.

It makes perfect sense for M.Seventy to take this step. Fashion and beauty have long been closely intertwined—both thrive on imagery, identity, and cultural relevance. The presence in Bologna is therefore more than just a showcase; it offers a glimpse of what’s to come.