Inside the region's first-ever skin Summit: Why L'Oréal chose Saudi as a launchpad for science-led beauty storytelling Xavier Fastinger on what made Riyadh the ideal stage for a new chapter in skincare education and creator empowerment

When over 400 content creators gathered in the capital for the first-ever L'Oréal Skin Summit, it marked more than a milestone in beauty—it was a glimpse into the future of skincare.
Among the expert voices contributing to this conversation was Xavier Fastinger, Head of R&I Development – Skin & Makeup for SAPMENA, whose extensive global experience has helped L'Oréal bridge science, innovation, and local insight across diverse markets.
We caught up with Xavier during the summit to discuss the Kingdom's unique potential, the evolving consumer mindset, and why science-first storytelling is the future of beauty.
1) Why was hosting this summit in Saudi such a defining move for L'Oréal? This was a deliberate choice. Saudi Arabia has become one of the most digitally influential markets in the region, and its creator economy is thriving. Bringing the Skin Summit to Riyadh wasn't just about launching a first — it was about connecting directly with a community that's already driving beauty conversations online. The goal was to move beyond product showcases and immerse creators in the science that fuels innovation. That kind of transparency helps foster trust, credibility, and a deeper relationship with skincare itself.
2) You've worked across France, Brazil, and India—how does this region compare in terms of pace and potential? The region's energy is distinct. There's a strong appetite for progress, for knowledge, and for redefining standards. What's inspiring here is that innovation doesn't sit only in the labs—it lives in conversations happening online, in pharmacies, in salons, and on social platforms. In Saudi, you can see creators and consumers alike approaching skincare not just as a routine but as a form of identity and expression. That creates a unique ecosystem where science and creativity can truly collaborate.
3) Sustainability is also becoming central to L'Oréal's R&D. How is that reflected in your work? Sustainability isn't just a trend for us—it's embedded into our research model. Through our Green Sciences initiative, we're working toward a future where 95% of our ingredients are bio-based, mineral, or derived from circular processes by 2030. For instance, we now use fermentation techniques to produce ingredients like Vitamin C from plant starch, reducing environmental impact while maintaining potency. In the long term, sustainable innovation allows us to meet the needs of increasingly conscious consumers without compromising on performance. And it's clear that consumers in this region are increasingly paying attention to these values when choosing their products.
4) What message would you leave with Saudi content creators after this summit? Use your platform to inform as well as inspire. The knowledge shared at the summit—from ingredient science to diagnostic tools—was meant to empower creators to elevate the quality of skincare conversations in the region. You now have access to information and resources that allow you to create content that is not only visually engaging but also rooted in credibility. By combining storytelling with science, you can build stronger trust with your audience—and play a part in shaping a more informed and inclusive beauty culture in Saudi and beyond.