Where We Are Going Today: ‘La Calle’ in Jeddah

DUBAI: As skincare continues to dominate the beauty conversation online, Arab News caught up with two Saudi influencers to understand more about how they are tailoring their content in an age where science-backed skincare is a key part of any makeup routine.

Sara Ali and Sarleen Ahmed attended L’Oréal’s first-ever Skin Summit in Riyadh that convened more than 400 content creators.

“Since the summit, I’ve started asking myself ‘does this product have real value? Is it backed by research? Is it something I’d recommend with confidence?’ Now, my content isn’t just about the glow, it’s about the why behind the glow,” Ali told Arab News.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by SA | (@sarleenaa)

As beauty influencers are increasingly expected to provide at least a cursory explanation about the skincare products they recommend, Ahmed explained that “when you start understanding the science behind formulations and the long-term impact of ingredients, it brings a whole new level of purpose to the content you share.”

“I used to talk about how something made me feel – now, I want to talk about how it works,” Ali added.

Dr. Richard Betts, scientific director at the consumer products division at L'Oréal SAPMENA, agrees with the push to inform beauty influencers.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by SARA ALI | @eso.1ah)

“As a scientist, I believe bridging scientific expertise with creator-led storytelling is not just important, it is essential, especially in a market like Saudi Arabia, where digital engagement is amongst the highest globally,” he explained.

Digital penetration in the Kingdom stands at a staggering 99 percent, according to the Communications, Space and Technology Commission. And with around half the population sitting within the under-30 age range, it is no wonder that skincare companies are looking to leverage beauty influencers.

“Content creators have a unique ability to turn complex science into relatable, everyday skincare knowledge,” Betts noted.

Nestled in Riyadh Park Mall, Crome London is a charming cafe offering great food and a stunning rooftop view of the Kingdom’s capital.

Having visited a couple of times, I’ve had the opportunity to explore their menu and experience the inviting atmosphere.

I’ve enjoyed several dishes during my visits, starting with the freddo cappuccino, which was fantastic. The Nutella croissant was equally delightful — rich and indulgent. The prices were reasonable for the quality.

On another occasion, I tried the red velvet French toast, which was delicious with just the right amount of sweetness.

The green tea and flat white I ordered were decent, though I found them a bit overpriced compared to other options.

One standout feature of this cafe is the food presentation; each dish is served with an artistic touch, making it Instagram-worthy.

I also sampled their tiramisu, honey cakes, and latte. The tiramisu was classic and creamy, while the honey cakes were light and flavorful. The latte was perfectly smooth and frothy.

Crome London also offers a variety of French toast options, including the berry best, maple syrup, chocoholic, and lotus and banana.

They also serve brunch items like Benedict French toast and smashed avocado French toast, along with fried chicken and sweet brioche.

However, my experience was not without its drawbacks. On one visit, I waited for half an hour without anyone checking on me, which was disappointing. Given the cafe’s welcoming atmosphere, I expected better service.