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Important Information
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The information contained in this section of the website is restricted and is not for release, publication or distribution, directly or indirectly, in whole or in part in, into or from the United States of America (including its territories and possessions), any state of the United States and the District of Columbia (the "United States"), Australia, Canada, Japan, South Africa or any jurisdiction where to do so might constitute a violation of the local securities laws or regulations of such jurisdiction."and be redirected to the home page of the Company's website.
Disclaimer
The following pages contain information relating to an initial public offering and a listing of securities issued by Nice One (the "Company"). This information may not be accessed by residents of certain countries based on applicable securities law regulations.
NOT FOR DISTRIBUTION, DIRECTLY OR INDIRECTLY, OUTSIDE OF SAUDI ARABIA OR ANY OTHER JURISDICTION WHERE TO DO SO WOULD BE PROHIBITED BY APPLICABLE LAW.
The following pages include information pertaining to an initial public offering and a listing of securities issued by the Company.
The Company has not registered, and does not intend to register, any portion of the offering outside of Saudi Arabia, and does not intend to conduct a public offering of securities outside of Saudi Arabia. Copies of this announcement are not being, and should not be, distributed in or sent into countries outside of Saudi Arabia. No money, securities or other consideration is being solicited and, if sent in response to the information contained herein, will not be accepted.
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Initial Public Offering ("IPO")
Embarking on the next stage of the Nice One's journey
Nice One Beauty Digital Marketing Company, the leading beauty & care e-commerce platform in the Kingdom of Saudi Arabia, is pleased to announce its intention to offer 30% of its share capital to the public through an IPO and listing its shares on the Main Market of the Saudi Exchange (“Tadawul”). This offering presents an opportunity for investors to participate in one of Saudi Arabia’s most prominent sectors.
Founded in 2017, Nice One began as a start up e-commerce operation but has since grown to become the largest online platform specializing in beauty and personal care in the Kingdom, and capturing a significant market share.
Today, Nice One offers a diverse range of high-quality beauty, skincare, haircare, fragrance and other personal care products, catering to millions of customers across the Kingdom and beyond.
Our Journey
With strategic partnerships, expansion of private label brands, and an evolving digital platform, Nice One has continued to innovate, providing customers with the latest beauty trends and unmatched service.
Nice One’s journey began with the ambition to revolutionize the beauty and personal care industry in Saudi Arabia through innovative e-commerce solutions. Since its inception, the Company has made significant strides:
Nice One by Numbers
App Downloads
+
8
MN
(2023)
Customer Satisfaction Score
+
90.0
%
Total SKUs
+
28,000
Exclusive Brands SKUs
+
5,000
Orders
+
2.9
MN
(2023)
Units Sold
+
40
MN
(over the last 3 Years)
Revenue
SAR
782.4
MN
(FY2023)
Message from the CEO & CO-Founder
Message from the CEO & CO-Founder
❝At Nice One, we are incredibly proud of the role we’ve played in shaping the beauty and personal care landscape in the Kingdom of Saudi Arabia. Since our founding in 2017, we’ve grown from an e-commerce startup to a market leader, serving millions of customers with a diverse range of high-quality products. Our journey has been driven by our passion for innovation, commitment to excellence, and dedication to providing an exceptional shopping experience.
As we embark on the next exciting chapter with our IPO, we are poised to build on this strong foundation and accelerate our growth. Our strategy focuses on expanding our brand portfolio, enhancing technological capabilities, and continuing to deliver exceptional value to our customers. We are committed to staying at the forefront of the digital beauty revolution, leveraging our strengths in e-commerce and digital marketing to meet the evolving needs of the market.
With the opportunities presented by Vision 2030, our ambition to support the Kingdom’s broader economic and social development has never been stronger. We are dedicated to driving long-term value for our shareholders and ensuring sustained growth as we pursue these ambitious goals. Backed by a talented team and a clear vision for the future, we are excited to continue this journey and embrace the opportunities ahead.❞
Omar Al Olayan
Message from the CMO & CO-Founder
Message from the CMO & CO-Founder
❝As CO-Founder and Chief Marketing Officer of Nice One, I’ve had the privilege of witnessing first-hand the incredible evolution of our brand. From day one, our focus has been on understanding our customers, anticipating trends, and delivering an unparalleled shopping experience. Our innovative approach to digital marketing and influencer collaborations has helped us build a strong and loyal customer base, positioning Nice One as a leader in the Kingdom’s beauty industry.
With the launch of our IPO, we are excited to take the brand to new heights. This milestone not only reflects the strength of our business but also the trust we’ve built with our customers and partners. Moving forward, we will continue to push boundaries in digital marketing, expand our product offerings, and strengthen our customer relationships to fuel the next phase of growth. We’re excited about what the future holds and look forward to continuing to inspire and delight our customers across the Kingdom and beyond.❞
Abdulrahman Al Olayan
Leadership Team
Decades of experience across relevant sectors
Board of Directors
Amr Abdulaziz Abdullah
AlJallal
Chairman (Non-Executive Member)
Amr Abdulaziz Abdullah
AlJallal
Chairman (Non-Executive Member)
Holds a Master of Business Administration (MBA) from Rice University and a Bachelor’s degree in Management Information Systems from King Fahd University of Petroleum and Minerals.
He currently serves as CEO of Namara Investments Company and General Manager for multiple investment companies including Qimam Al Tabadul, Saqi, Wajhat Al-Manar, Thabat Business, Wajhat AlHamra, Al Habib Investment, and Darb AlNomu. He has held leadership roles in direct and indirect investments, real estate, and financial markets since 2020.
Previously, he was Managing Director of Private Equity and Investment Banking at Jadwa Investment, Vice President of Investment Banking at Saudi Fransi Capital, and Director of the Industrial Sector Registration at the Capital Market Authority.
He holds several board memberships, including at Morgan Stanley Saudi Arabia, Saudi Investment Recycling Company, International Healthcare Company, Marafiq, NADEC, and October Pharma, demonstrating significant expertise in investments and corporate governance across diverse sectors including financial services, industrial investment, food production, and healthcare.
Abdulrahman Ali Abdulrahman AlOlayan
Vice Chairman (Executive Member)
Abdulrahman Ali Abdulrahman AlOlayan
Vice Chairman (Executive Member)
Holds a Master’s degree in International Management from the University of Bridgeport and a Bachelor's degree in English from Qassim University.
He currently serves as the Chief Marketing Officer at Nice One, a leading retail company, a role he has held since 2017. Prior to this, he was Marketing Director at Inoar Company, where he also served as Senior Marketing Specialist, gaining significant experience in retail marketing from 2013 to 2017.
In addition to his executive role, he is a member of the Board of Directors at Araya Real Estate Development Company. His previous board memberships include The Cozy Company, a food and beverage company, and Direct Visa Company, an e-commerce company in the tourism sector. His career showcases strong leadership in marketing and board-level governance across retail, real estate, and e-commerce sectors.
Omar Ali Abdulrahman
AlOlayan
Board Member (Executive Member)
Omar Ali Abdulrahman
AlOlayan
Board Member (Executive Member)
Holds a Bachelor's degree in Law from Mustaqbal University, earned in 2016.
He is currently the CEO of Nice One, a prominent retail company, a position he has held since 2017. In addition to his executive role, he serves as the Vice Chairman of the Board of Directors at United Nomou Holding Company, a company focused on innovation, development, and brand manufacturing in the food sector, since 2024. His leadership experience spans retail management and governance in the food industry.
Prince Mansour Saad Mohammed AlSaud
Board Member (Independent Member)
Prince Mansour Saad Mohammed AlSaud
Board Member (Independent Member)
Holds a Master of Business Administration (MBA) from Brunel University and a Bachelor's degree in Industrial Engineering from King Saud University.
He is currently the General Manager of Rafah Real Estate Company and Sharat Industries Limited, as well as Assistant Secretary-General at King Faisal Foundation, overseeing charitable work. His leadership spans real estate investments, industrial sectors, and philanthropy since 2016.
Previously, he held key roles at the Saudi Industrial Development Fund, including Director of Strategic Planning and Credit Departments.
He is actively involved in several board positions, including Vice Chairman at Al-Sultan Food Stuff Co. and National Tourism Co., and a member of the board at LBM Company and Al Khozama Investment. He also chairs the boards of El Dar Al Arabiya Printing & Publishing and key audit committees.
Abdulaziz Mohammad Hamad AlRugaib
Board Member (Independent Member)
Abdulaziz Mohammad Hamad AlRugaib
Board Member (Independent Member)
Holds a Master’s degree in Chemical Engineering from Cornell University and a Bachelor's degree in Petroleum Engineering from the University of Kansas.
He is currently the Chairman of the Board of Directors at Future Fun Trading Company, involved in the entertainment industry, and serves as CEO and Managing Director of Imtiaz Al-Arabia, a company specializing in clothing retail, since 2011. Additionally, he is a board member at AlReemah Real Estate Development Company.
Previously, he worked as a consultant for Bain & Company from 2009 to 2011. He is actively involved in board and committee roles, including membership in the Investment Committee at Impact Financial Company and serving on the board and executive committee of Hamad Mohammed Al Rugaib & Sons Trading Company. He also sits on the board of Al Imtiaz Sports Company.
Ibrahim Abdulrahman Ibrahim AlSohaibani
Board Member (Independent Member)
Ibrahim Abdulrahman Ibrahim AlSohaibani
Board Member (Independent Member)
Holds an Executive MBA from London Business School and a Bachelor's degree in Economics from Imam Muhammad bin Saud Islamic University.
He currently serves as the Chief Communications and Marketing Officer at Misk Art Institute, a role focused on empowering local artists, and acts as an Executive Management Consultant for several companies, including AlAmar Foods, The Independent Food Company, and Pan Home Company.
Previously, he was the Chief Operating Officer and General Manager of Marketing and Communications at AlAmar Food Company. He also held leadership positions at Al-Kubrah Advertisement and Al Muhaidib Holding Group, gaining extensive experience in marketing and operations across the food, advertising, and investment sectors.
He is also an active board member at Al-Romansiah Company, Resal Information Technology, and Drive7 Automotive Service Company, contributing his expertise in various industries including food, fintech, and automotive services.
Mohammad Ahmed Loughazail
Board Member (Independent Member)
Mohammad Ahmed Loughazail
Board Member (Independent Member)
Holds a Master’s degree in Information Systems from the University of Montreal (1988) and an Engineering Degree from the National Institute of Statistics and Applied Economics in Morocco (1984).
He is the Founder and CEO of KEDGE Business School, an educational institution he established in 2019. He also serves as a member of its Board of Directors.
Previously, he held executive roles, including General Manager at Richbond & Simmons Bedding, Vice President of Business Development and General Manager at Nahdi Medical Company UAE, and Vice President of Human Resources and Pharmacy Network Development at Nahdi Medical Company. He also served as Vice President of Human Resources and Information Systems at Savola Foods and Director of Information Systems at Procter & Gamble.
His earlier career included a role as Customer Services Manager at Royal Air Maroc, showcasing his extensive experience across industries such as education, pharmaceuticals, consumer goods, and aviation.
Investment Highlights
Large and rapidly growing addressable market
Nice One is positioned to capture significant growth in Saudi Arabia’s booming beauty and personal care market. With private consumption projected to reach SAR 2,132.2 billion by 2028 and online shoppers growing to 70% of the population, the company is primed to benefit from increasing e-commerce adoption. The sector is also expanding rapidly, with online beauty and care expected to grow at a CAGR of 12.3%, offering substantial upside potential. As 73% of Nice One's customers are females, it taps directly into the rising spending power of Saudi women, making it an attractive investment opportunity.
A leader in KSA’s online beauty and care market with clear entry barriers
Nice One leads the Saudi online beauty and care market, holding a significant market share in a highly competitive landscape. The company has built strong entry barriers through a portfolio of exclusive brands, technological infrastructure and agility and a large and loyal customer base providing Nice One with a unique and deep understanding of KSA consumers through expansive data. Unlike many competitors, Nice One is both beauty-focused and e-commerce-driven, with a strategic focus on the Saudi market. This combination of strengths, along with its efficient operations, positions Nice One as a dominant player, making it difficult for new entrants to compete.
Tech-enabled e-commerce platform, powered by data
Nice One’s technological infrastructure has been meticulously developed over the past seven years into a highly integrated and customized platform. This advanced system, driven by a robust technology stack and proprietary data, enables agility and efficiency across operations. With over 95% of orders processed through its mobile app, the platform leverages AI-driven tools for personalization, customer lifecycle monitoring, and supply chain management, ensuring optimal performance. Powered by AWS, Nice One’s infrastructure guarantees scalability and reliability, supported by proprietary data from over 4 million customers enables real-time decision-making and continuous innovation in the fast-growing beauty e-commerce market.
Well-defined growth strategy, executed by a founder-led team
Nice One's growth strategy is underpinned by a clear roadmap designed to scale its business and capitalize on market opportunities. This includes ramping up its portfolio of exclusive brands, increasing collaboration with international brands, enhancing supply chain capabilities, and expanding both regionally and with initiatives to roll out kiosks and pop stores to increase brand awareness and market exclusive brand fragrances. The company's commitment to technological innovation ensures continuous improvements in customer experience and operational efficiency. Led by an experienced and founder-driven team, Nice One is well-positioned to execute this strategy, leveraging its deep market expertise and strong leadership to drive sustained growth and shareholder value.
Strong growth and cash flow generation capabilities
Nice One's strong growth trajectory is underpinned by consistent revenue generation and efficient cash flow management. The company has seen a 38.6% CAGR in the number of orders between 2021 and 2023, alongside a 32% revenue growth rate during the same period, with a 61.2% YoY revenue growth in Q1 2024 alone. With enhanced profitability through economies of scale and a lucrative product mix, Nice One has expanded its gross profit margins and achieved a 55.4% CAGR in net profit between 2021 and 2023.
Transaction Milestones
How to subscribe
Step 1
Step 2
Visit Nice One’s IPO webpage to get more information about the company and its initial public offering by reading the documents here
Step 3
Make an investment decision after reviewing the key documents and discussing the details with your financial advisor
Step 4
Subscribe to the offering, at the offering price, by applying online via the channels offered by the receiving agents
Step 5
Once shares are allocated, you may or may not receive full allocation for your order. Any excess will be refunded to you
Step 6
The Company will list on the Saudi Exchange and changes in share price can be monitored on the Exchange
FAQS
Where is Nice One planning to list?
The shares will be listed on the Main Market of the Saudi Exchange.
Who is eligible to subscribe to the Offering?
The Offering shall be restricted to the following two groups of investors:
Tranche (A): Participating Parties:
This tranche comprises the parties eligible to participate in the Book-Building process in accordance with the Instructions on Book-Building and Allocation of Shares in Initial Public Offerings, as issued by the Capital Market Authority (hereinafter referred to as the "CMA") (the Instructions shall hereinafter be referred to as the "Book-Building Instructions"), (said parties shall be collectively referred to as the "Participating Parties" and each as a "Participating Party") (For further details, please refer to Section 1 ("Definitions and Abbreviations") of the Prospectus). The number of Offer Shares to be initially allocated to Participating Parties is thirty-four million six hundred and fifty thousand (34,650,000) Offer Shares, representing 100% of the total Offer Shares. Final allocation of the Offer Shares to the Participating Parties will be made following subscription by Individual Subscribers. In the event there is sufficient demand by Individual Subscribers (as defined under Tranche (B) below), the Financial Advisors shall have the right to reduce the number of Offer Shares allocated to Participating Parties to a minimum of thirty-one million one hundred and eighty-five thousand (31,185,000) Ordinary Shares, representing ninety percent (90%) of the total Offer Shares. The Financial Advisors, in coordination with the Company, shall determine the number and percentage of Offer Shares to be allocated to Participating Parties.
Tranche (B): Individual Subscribers:
This tranche includes Saudi Arabian nationals, including any Saudi female divorcee or widow with minor children from a marriage to a non-Saudi person who can subscribe in her own name and in the names of her minor children, on the condition that she proves that she is a divorcee or widow and the mother of her minor children; and any non-Saudi Arabian national who is residing in Saudi Arabia and any national of countries in the Gulf Cooperation Council (the "GCC"), in each case who has a bank account with a Receiving Agent and has the right to open an investment account with a capital market institution (collectively, the "Individual Subscribers", and each an "Individual Subscriber"). Subscription by a person in the name of his divorcee shall be deemed invalid. If a transaction of this nature is proved to have occurred, the applicable regulations shall be enforced against such person. If a duplicate subscription is made, the second subscription will be deemed void, and only the first subscription will be accepted. A maximum of three million four hundred and sixty-five thousand (3,465,000) Ordinary Shares, representing ten percent (10%) of the Offer Shares, shall be allocated to Individual Subscribers. In the event that the Individual Subscribers do not subscribe in full for the Offer Shares allocated to them, the Financial Advisors may reduce the number of Offer Shares allocated to Individual Subscribers in proportion to the number of Offer Shares subscribed for thereby.
When will the Offering’s final price be announced for Individual Investors?
The final price of the share will be set after the institutional book-building process is complete.
Will there be any restrictions for selling my shares following the listing?
The key shareholders listed on page (Z) of the prospectus will be required to adhere to a lock-up period, during which they will be prohibited from selling or pledging their shares for a period of six (6) months.There will be no implementation of a lock-up period or restriction on the sale of shares following the listing for shareholders not mentioned.
Joint Financial Advisors, Bookrunners, and Underwriters
Receiving Agents
