Amro AlSwayeh

Chief Executive Officer

Amro AlSwayeh is Chief Executive Officer of Al Safa Group, home of The Beauty Secrets, a Saudi beauty and personal care brand established in 1991. The brand operates more than 130 branches across the Kingdom and has expanded to Gulf markets and Jordan, offering body care, perfumes and home fragrances such as candles, diffusers and room fresheners, all made in its own factories in the United Kingdom, France, Italy and China. The group works in the beauty and lifestyle sector, combining its branch network with an online store and a smartphone app.