Nice One , a leading Saudi e-commerce company specializing in beauty products, announced its preliminary financial results for the period ending September 30, 2025, reporting a 10.95% increase in revenue, reaching $206 million compared to $185.7 million in the same period last year.
However, net profit declined by 56.3% to $7.68 million, reflecting the company’s long-term growth strategy that prioritizes sustainable expansion over immediate profitability.
Total shareholders’ equity, excluding non-controlling interests, rose to $108.2 million, marking a 127% year-over-year increase, underscoring the company’s strengthened financial position and enhanced capacity to reinvest in its business operations.
The company attributed its revenue growth to higher order volumes, the opening of new retail stores, the expansion of private-label brands, and optimized pricing strategies, all of which contributed to stronger market presence and customer base growth.
Meanwhile, profitability was impacted by increased sales and marketing expenses and operational expansion costs tied to entering the brick-and-mortar retail space and hiring new talent to support growth. The company stated that such investments represent a foundational phase for achieving sustainable, long-term expansion and strengthening its position in the beauty and e-commerce market.
During Q3 2025, Nice One also recorded a positive quarterly turnaround, posting a net profit of $1.57 million compared to a loss of $0.35 million in the previous quarter, driven by improved sales and operational efficiencies across multiple channels.
Overall, these results highlight Nice One’s strategic focus on growth and infrastructure development, positioning itself as one of the leading beauty e-commerce platforms in Saudi Arabia and the wider region, even if that comes at the expense of short-term margins.
