Faces Beauty Middle East Launches “THE BEAUTY-FUL GAME” Campaign With Saud Abdulhamid To Celebrate Saudi National Day

This Saudi National Day, FACES Beauty Middle Eaststeps onto the pitch with a bold new campaign, ‘The Beauty-ful Game’, celebrating the shared rituals of beauty and football while honouring Saudi Arabia’s evolving identity on the global stage.

At the heart of the campaign is Saud Abdulhamid – national football hero, and the first Saudi player to join one of Europe’s most prestigious clubs, making him an inspiration for all Saudis. Saud represents a new era of Saudi talent: confident, disciplined, and proud of his roots, with a vision for the future of Saudi sport and culture that mirrors the Kingdom’s own transformative journey.

“With The Beauty-ful Game, we are proud to highlight Saud Abdulhamid as a symbol of Saudi Arabia’s new generation: ambitious, authentic, and deeply connected to his heritage. Saud’s journey reflects the same values we champion at FACES, celebrating culture while embracing change. This Saudi National Day, we are honoured to stand alongside Saud in showing that beauty is about how you carry your story”, says Layan Alhafi, Marketing Director at FACES.

Through The Beauty-ful Game, FACES draws striking parallels between football and beauty rituals – from the confidence of applying fragrance before a match to the discipline of a grooming routine. These moments, whether on the pitch or in front of the mirror, embody self-belief, identity, and pride.