Hia Hub, Saudi Arabia's fashion, beauty and lifestyle conference, featured a session called 'The Current Landscape of Beauty and the Evolution of Skin Care' where industry leaders discussed the desire to grow the skin care segment of the regional beauty industry. The panelists highlighted the opportunity for growth in the skin care market, particularly among men who are not fully engaged in skin care routines. They emphasized the importance of education, advanced technologies, and raising awareness about the power of skin care. The session concluded with a collective commitment to enhancing skin care knowledge and practices in the Middle East through collaboration, education, and innovation.