Nice One
Nice One Beauty is a Riyadh-headquartered, publicly traded e-commerce platform (tadawul:4193) founded in 2016 that operates Saudi Arabia's first and leading online beauty and personal care marketplace, selling makeup, perfume, skincare, health products, lenses, and luxury cosmetics directly to Saudi consumers through its website and mobile apps.
- Company typePublic
- Founded2016
- HeadquartersRiyadh, Saudi Arabia
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What Nice One does
Nice One Beauty (doing business as Nice One, نايس ون) is a Saudi Arabian e-commerce platform founded in 2016, headquartered in Riyadh, and publicly listed on the Tadawul (tadawul:4193) since January 2025. The company operates a multi-category online marketplace spanning ten principal verticals: makeup, perfume, health and nutrition, skincare, beauty devices, premium/luxury cosmetics and fragrances, nails, gifts, contact lenses, and home scents. It carries both global prestige brands (Dior, Chanel, YSL, MAC, Charlotte Tilbury, Fenty Beauty, Huda Beauty) and Korean beauty specialists, and has launched an in-house private label (Niceone musk). Nice One also operates a Supplier Partnership Portal for vendors and an Affiliate Marketing Program for commission-based promotion.
The platform is delivered through an owned e-commerce storefront (niceonesa.com) and native iOS/Android applications, with no disclosed physical retail footprint. Distribution is digital-direct to Saudi consumers, with stated intent to expand across the GCC. The customer-facing technology stack integrates a broad payment suite including mada, Visa, Mastercard, Apple Pay, Google Pay, STC Pay, and Saudi BNPL providers Tabby and Tamara. Marketing is executed through an extensive social media footprint (Instagram, Snapchat, TikTok, YouTube, WhatsApp, Facebook, X, LinkedIn) and experimental AR commerce via a partnership with Snap Inc. The company has secured exclusive regional distribution rights, most notably the October 2025 agreement with Malaysia's JEONG FAMILY to serve as sole distributor for the ILY kids' beauty brand in Saudi Arabia.
The revenue model is transactional retail: direct product sales at take-rate economics across a wide price spectrum (mass items from approximately 16 SAR to luxury fragrances at approximately 1,725 SAR), with frequent promotional discounting (7–84% observed). The company markets itself as Saudi Arabia's 'first makeup website' (موقع المكياج الأول في المملكة) and emphasizes 100% product authenticity as a core differentiator. Following its January 2025 IPO that raised USD 322 million, Nice One operates as an independent publicly listed entity with no disclosed parent company or subsidiary structure.
Nice One firmographics
Firmographics- Name
- Nice One
- Legal name
- Nice One Beauty
- Website
- https://niceonesa.com
- Company type
- Public
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Nice One Beauty is a Riyadh-headquartered, publicly traded e-commerce platform (tadawul:4193) founded in 2016 that operates Saudi Arabia's first and leading online beauty and personal care marketplace, selling makeup, perfume, skincare, health products, lenses, and luxury cosmetics directly to Saudi consumers through its website and mobile apps.
- Ownership category
- akta.pro rank
Nice One industry classification
Industry- Product category
- Online Beauty Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Beauty & Personal Care Online Retailers (CRAFADAC)
- akta.pro secondary industries
- Beauty & Personal Care Marketplaces (CRAFABAB), Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
Keywords
Where Nice One is headquartered
LocationHeadquarters
- HQ city
- Riyadh
- HQ country
- Saudi Arabia
- HQ region
- Middle East
Offices1 record
Markets served
Nice One business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct sales of beauty and personal care products including makeup, perfume, skincare, health supplements, devices, and premium/luxury cosmetics through the company's e-commerce platform and mobile application.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard product pricing with promotional discounts |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Nice One product offering
Product offeringCore offering
Nice One Beauty operates an online retail platform that sells authentic beauty and personal care products directly to Saudi Arabian consumers through its website and mobile app. The platform aggregates multiple categories including makeup, perfume, health and nutrition, skincare, beauty devices, premium cosmetics, nail care, gift sets, contact lenses, and home scents sourced from international brands. The company also runs a private-label musk fragrance line and operates an affiliate marketing program plus a supplier partnership portal.
Product overview
Nice One is a Saudi Arabian online beauty and personal care e-commerce platform operating as a multi-category marketplace. The core platform offers products across 10 main categories: Makeup (including Korean makeup), Perfume (including luxury perfumes), Health and Nutrition (supplements and sports nutrition), Care (skincare), Devices (beauty gadgets), Premium (luxury makeup and luxury perfumes), Nails, Gifts, Lenses, and Home Scents. The platform also features private-label products under the Niceone brand (musk fragrances), operates a mobile app for iOS and Android, and provides B2B services through a supplier partnership portal. Nice One went public on the Tadawul in January 2025 with a $322 million IPO, and has established partnerships for exclusive brand distribution including the ILY kids' beauty brand from Malaysia's JEONG FAMILY.
Differentiator
Problem solved
Functional benefit
Products and services
- Nice One Online Beauty Platform E-commerce storefront at niceonesa.com offering authentic international and Korean beauty and personal care products across ten categories (makeup, perfume, health and nutrition, skincare, devices, premium, nails, gifts, lenses, home scents) for Saudi Arabian consumers.
- Nice One Mobile App Native iOS and Android applications enabling mobile shopping across the full Nice One beauty and personal care catalog, available on the Apple App Store and Google Play.
- Nice One Private Label Musk Products Nice One's own-brand musk fragrance line including musk sets, musk quarters, and fragrance oils sold under the Niceone private label.
- Nice One Affiliate Marketing Program Commission-based affiliate program hosted at affiliates.niceonesa.com that allows partners to promote Nice One products and earn commissions on referred sales.
- Nice One Supplier Partnership Portal B2B registration portal at partners.niceonesa.com enabling suppliers and vendors to partner with Nice One as product suppliers for its e-commerce platform.
Quantifiable outcome
- Shares surged 30% on IPO debut in January 2025
- +1 more outcomes
Companies that use Nice One
Customer profileSegments1 record
Ideal customer profiles2 records
Nice One technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Nice One partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Snap Inc.minorNice One participated in Snap's AR-powered 'Snap Souq' experience, Saudi Arabia's first AR-powered virtual marketplace during Ramadan. The immersive experience was inspired by Najdi heritage and traditional Saudi souq culture, featuring Nice One products within Snapchat's augmented reality environment that reaches over 25 million monthly active users in the Kingdom.
- JEONG FAMILYcoreMalaysia's JEONG FAMILY partnered with Nice One to launch its kids' beauty brand ILY in Saudi Arabia, marking ILY's first entry into the Middle East. Nice One serves as the sole distributor for the brand across online and offline channels. The partnership leverages Nice One's digital retail strength to expand ILY's presence and accelerate growth across the GCC region.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Nice One competitors and assessment
Company assessmentDirect peers
- Boutiqaat: Kuwait-headquartered multi-brand beauty and lifestyle e-commerce platform operating across the GCC. Most direct competitor to Nice One in online beauty across the region, offering similar mass, premium, and luxury brand assortments with strong social/commerce integration.
- Faces: MENA-based specialty beauty retailer with both digital and physical retail presence, focused on cosmetics, skincare, and fragrance. Competes with Nice One in the Saudi and wider GCC beauty market with comparable premium brand assortments.
- Nykaa: India's leading online beauty and personal care retailer offering makeup, skincare, haircare, and fragrance with both marketplace and private-label offerings. Comparable business model of multi-category digital beauty retail with strong brand portfolio and similar private-label expansion strategy.
Broad incumbents
- Sephora (Middle East): Global multi-brand beauty specialty retailer with growing omnichannel presence across MENA. Competes with Nice One across premium and luxury beauty, but operates as a broader incumbent with global scale and dedicated physical store formats.
- Noon: Middle East-headquartered general e-commerce platform with a strong beauty and personal care category and significant Saudi operations. Competes with Nice One on assortment breadth, BNPL partnerships, and same-day delivery, though it is a horizontal marketplace rather than a beauty specialist.
- Amazon (Saudi Arabia / Souq.com): Global e-commerce incumbent with full beauty category in Saudi Arabia. Competes with Nice One on selection, pricing, Prime delivery, and trust, but does not specialize in beauty and lacks curated premium-brand expertise.
Regional players
- Ounass: UAE-based luxury e-commerce platform owned by Al Tayer Group, focusing on premium and luxury fashion, beauty, and home. Comparable in its premium/luxury positioning and multi-brand curation, but primarily serves UAE rather than Saudi Arabia.
- Namshi: MENA-focused fashion and beauty e-commerce platform. Overlaps with Nice One on beauty assortment and Saudi customer base, though primarily positioned as a fashion-led platform rather than a beauty specialist.
Emerging players
- Purplle: India-based emerging beauty e-commerce player with strong private-label portfolio (including Good Glamm Group synergies). Comparable in digital-first beauty retail model and emerging-market focus, but operates in a different geography.
- Mumzworld: MENA-focused online retailer specializing in mother, baby, and child products with an adjacent kids' beauty offering. Relevant adjacent peer given Nice One's exclusive ILY kids' beauty brand distribution partnership signaling expansion into the kids/parent segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Nice One social profiles
Digital presenceNice One financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nice One leadership team
Management profileNumber of profiles
Profiles2 records
Nice One funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nice One M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nice One
What does Nice One do?
Nice One Beauty operates an online retail platform that sells authentic beauty and personal care products directly to Saudi Arabian consumers through its website and mobile app. The platform aggregates multiple categories including makeup, perfume, health and nutrition, skincare, beauty devices, premium cosmetics, nail care, gift sets, contact lenses, and home scents sourced from international brands. The company also runs a private-label musk fragrance line and operates an affiliate marketing program plus a supplier partnership portal.
Is Nice One a public or private company?
Nice One is a public company. It is classified as public and is currently operating.
When was Nice One founded?
Nice One was founded in 2016. It employs 251 to 500 people.
Where is Nice One based?
Nice One is headquartered in Riyadh, Saudi Arabia, in the Middle East region.
How does Nice One make money?
One revenue line is on record: product Sales.
Who are Nice One's main competitors?
Direct peers on record are Boutiqaat, Faces and Nykaa. Broad incumbents are Sephora (Middle East), Noon and Amazon (Saudi Arabia / Souq.com). Regional players are Ounass and Namshi. Emerging players are Purplle and Mumzworld.
Does Nice One have an API?
No public API is recorded for Nice One.
What industry is Nice One in?
Nice One's product category is Online Beauty Retail. Its primary akta.pro industry code is CRAFADAC, Beauty & Personal Care Online Retailers, with a secondary code of CRAFABAB, Beauty & Personal Care Marketplaces. Its NAICS code is 456120 and its SIC code is 2844.