Interview with Mikhail Ulianchenko, Head of Digital & eCommerce | ASTERI Beauty

Interview with Mikhail Ulianchenko, Head of Digital & eCommerce | ASTERI Beauty

Seamless Xtra’s Ellise Philips interviews Mikhail Ulianchenko , Head of Digital & eCommerce of ASTERI Beauty

Today, we’re joined by Mikhail Ulianchenko , a leading expert in digital marketing and e-commerce with a proven track record in delivering B2B and D2C digital commerce solutions across global markets, including MENA, CIS, China, and the US . As digital transformation accelerates in Saudi Arabia and the wider Middle East , we’ll explore how brands are leveraging AI, social commerce, and influencer marketing to shape the future of e-commerce—especially in the booming beauty sector .

The Future of Digital Marketing & Beauty E-commerce in the Middle East

The Rise of Digital Marketing & Beauty E-commerce in KSA

1.You have worked across multiple global markets—how does digital marketing in Saudi Arabia and the Middle East compare to other regions like the US and China?

Saudi consumer makes the key difference. Here, consumers are younger, digitally native, and open to experimentation. The market has comparatively higher internet penetration, driven by various social media platforms and supported by government innovations. However, Saudi Arabia is still in the process of forming its digital playbook, whereas the US and China have more structured and sophisticated approaches already. It brings a lot of opportunities, but they aren’t instantaneous—ad fatigue is on the rise, and establishing brand trust takes years.

2.With Saudi Arabia’s Vision 2030 driving digital transformation, how have consumer expectations evolved in the region?

Vision 2030 is more than just a policy—it’s a cultural reset. It’s fueling a national mindset of progress, innovation, and pride in local identity. As a result, consumers are open to new experiences but expect them to reflect their cultural values and norms. They demand speed, personalization, and seamless digital journeys because transformation is not just happening around them; it’s part of who they are becoming.

3.The beauty and personal care sector have seen a massive e-commerce surge in KSA—what factors are driving this growth?

It may seem like a massive surge, but there is still plenty of headroom. The online retail penetration is 2–3 times lower than in mature markets. Aggressive newcomers, such as Trendyol or Ulta, will fuel digital acceleration even further. Additionally, from an industry perspective, beauty subcategories such as sunscreens remain underdeveloped, being incremental pillars of growth. As awareness rises, so will consumption—and e-com growth will follow.

4.What are some unique digital marketing strategies that work specifically in the Middle Eastern market compared to global strategies?

Tailored content localization is a must-have in Saudi Arabia. You should blend local culture and modern trends to stay relevant and engaging for the local audience.

Tech-Infused Branding & Personalization

5.With personalization being key, how can brands use big data, AI, and predictive analytics to craft tailored shopping experiences?

By mapping micro-moments, such as identifying when a consumer is browsing casually versus when they’re primed to buy, AI enables us to personalize not only the product recommendations but also the tone, imagery, and timing of each interaction. You can revamp the whole shopping journey in milliseconds. Many engagement and personalization platforms now offer such solutions.

6.Saudi consumers are digitally savvy—how important is hyper-personalization in engaging and retaining customers?

In beauty, personalization can build absolute trust. When a customer feels seen—when the product matches their skin tone or color aspiration and the message resonates with their values—they are more likely to make a purchase and remain loyal.

7.Balancing data privacy regulations with hyper-personalization is tricky. How can brands build trust while using consumer data effectively?

Less is more. Don’t ask about data that you won’t use. Be transparent about data usage, considering local Personal Data Protection Law. Customers should clearly understand where, when, and how their data is used. They should be able to change or even delete it whenever they want.

8.Are there any standout regional case studies where a beauty or e-commerce brand successfully leveraged personalization for growth?

At Asteri, we tied real names to actual products. Customers who share a lipstick name can claim it and embark on a personalized journey. It created an instant emotional connection and drove repeat ed engagement beyond the first interaction. By the way, the new name will be announced soon on our social media – don’t forget to check it!

Social Commerce & Influencer Marketing in the Middle East

9.Social commerce is booming in Saudi Arabia, with TikTok, Instagram, and Snapchat driving sales. How can brands maximize social commerce strategies?

Community first, as quick cash doesn’t create brand equity. Use native content tailored per platform : more polished on Instagram, more playful on TikTok, and so on. Collaborate with creators who share your brand values. And sales will come.

10.How do Saudi consumers engage with influencer marketing compared to other markets?

The word-of-mouth remains the primary touchpoint for all business categories. Saudi customers seek relatability and depth. Forget about follower count and ponder more about perceived credibility. Long-term, really long-term partnerships over one-off posts build real traction.

11.What are the biggest mistakes brands make when choosing influencers, and how can they ensure authenticity in campaigns?

Missing hygiene check. Chasing reach over resonance. Businesses should prioritize brand fit over flashy numbers. A mismatch in tone or values breaks trust instantly.

12.With Meta and TikTok frequently changing their algorithms, how can brands adapt their digital marketing strategies to maintain engagement?

Listen to their partners who have expertise in this market. Build your first-party data. Focus on consistent storytelling. It will be your insurance, even if algorithms change drastically.

13.Are there specific challenges in the beauty industry when it comes to social commerce and influencer partnerships?

Yes — extreme saturation and consumer’s scepticism. Social media users are exposed to hundreds of beauty product endorsements each month. What cuts through is honesty, demonstrable results, and genuine feedback.

AI in Advertising & Digital Campaigns

14.AI is revolutionizing digital advertising—how can brands use it to optimize ad targeting, campaign management, and content creation?

Numerous solutions are available for these purposes. In a nutshell, AI provides brands with time and “hands,” allowing them to focus more on strategy and storytelling. For example, a simple AI agent can quickly analyze thousands of campaigns and provide recommendations on the best- and worst-performing assets.

15. With Google Ads & SEO playing a crucial role in digital marketing, how can brands integrate both to create a high-impact marketing strategy?

They have been working hand-in-hand for decades. As a tip for the Saudi market specifically : don’t forget to focus more on Arabic, as the language’s share in search surpasses any other by ten times here.

16.What role does AI-powered ad optimization play in automated bidding, predictive targeting, and customer segmentation?

It can be an interesting option if you have a sufficient budget to play with. I saw a couple of interesting startups offering predictive targeting based on decoded social media platforms’ algorithms.

17.Do you see AI-driven advertising being more effective in the Middle East than in Western markets? If so, why?

I didn’t see any difference so far.

18.Monetization of social platforms is growing in the region. What strategies can brands use to turn social media engagement into actual sales?

According to PWC studies, social media continues to significantly influence purchasing decisions, with over 80% of Saudi consumers surveyed impacted by social media ads, compared to 72% globally. Focus on creating meaningful content. This strategy takes time , but it builds a robust foundation for long-term growth.

19.In-game advertising is a rising trend—how do you see brands in KSA leveraging gamification and in-game commerce?

Gaming is massive here, especially among Gen Z, and continues to grow in popularity. So far, brands haven’t tapped into this territory here based on my observations.

20.Finally, where do you see digital marketing, beauty e-commerce, and social commerce heading in Saudi Arabia over the next five years?

It’s truly hard to predict. Customer behaviours in Saudi Arabia are evolving rapidly. Digital adoption, mobile shopping, and social commerce are reshaping consumer engagement with brands. As a pinch of salt, building long-term loyalty is becoming more and more challenging. Youngsters are driven by deals and promotions, leading to low customer retention.

I expect to see a more personalized and seamless experience that bridges online and offline channels. Let’s paint it as one immersive beauty ecosystem.

Thank you, Mikhail , for sharing your expertise on the surging beauty e-commerce sector and digital marketing innovations in KSA . We look forward to seeing you at Seamless KSA 2025 , where these topics will take centre stage at the CMO Summit .

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