Nice One
A Saudi online store for beauty, fragrance and care products, with most sales coming through its app
Nice One is a Saudi online beauty store based in Riyadh. It started in 2013, launched its app in 2017, and listed on Tadawul in January 2025 at a valuation above 4 billion riyals (more than $1 billion).
Listed on Tadawul's main market since January 8, 2025 (ticker 4193)
What does Nice One do?
Nice One began in 2013 when Abdulrahman Al Olayan imported a beauty product from America for his brother Omar to sell on Instagram. They then opened a small shop in Buraidah before moving to Riyadh. The company launched its app and website in 2017, and sells more than 28,000 products from more than 1,200 brands, plus private-label and exclusive brands. Its shares listed on Tadawul's main market in January 2025 at 35 riyals. Its profits then fell in 2025 and the stock dropped well below the offer price.
Products
An online store for makeup, fragrance, care products, devices and vitamins, with same-day delivery in Riyadh
Brands the company owns or distributes exclusively, including Calla, Topface, Mesauda and Miss Kay
Key features
- More than 28,000 products from more than 1,200 brands
- About 95% of sales through the app
- Same-day delivery in Riyadh since 2021
- Private-label and exclusive brands with higher margins
- An automated warehouse in Riyadh of 14,500 square meters
- Listed on Tadawul in January 2025 at 35 riyals and a valuation above 4 billion riyals (more than $1 billion). In October 2026 the stock was about 72% below the offer price, and the market value was about 1.12 billion riyals
- Net profit for 2025 fell by about 96% according to one report, and the company posted a net loss in the first half of 2026
- The two founding brothers own about 52% of the company after the offering. We found no government or Public Investment Fund stake
The documentary
Funding rounds
| Round | Date | Amount | Lead | Investors | Source |
|---|---|---|---|---|---|
| IPO (IPO) | January 2025 | $323M | SNB Capital | Masarrah Investment, Mohammed Abdulaziz Al Habib & Sons Holding, Frontier Investment Management Partners | Source |
| Strategic | January 2021 | Undisclosed | Namara Investments | Namara Investments | Source |
Key investors
Founders
Common questions about Nice One
When was Nice One founded?
It started in 2013 selling beauty products on Instagram, and launched its app and website in 2017.
Who founded Nice One?
The brothers Omar and Abdulrahman Al Olayan. Omar is the CEO, and Abdulrahman is the chief marketing officer.
When did Nice One list on Tadawul?
On January 8, 2025 at 35 riyals a share, with the institutional offering covered 139.4 times.
Is Nice One a unicorn?
It was valued at more than 4 billion riyals at the offering, or more than $1 billion, but its market value in October 2026 was about 1.12 billion riyals.