Furless Permanent has appointed Ruder Finn to lead its communications for the brand’s entry into Saudi Arabia. The mandate includes public relations and influencer engagement to support the launch of its first location in Riyadh.Founded in the UAE, Furless Permanent operates specialised electrolysis centres and is expanding its footprint in the Middle East with its Saudi debut. Ruder Finn will manage communications around the brand’s market entry and local positioning.The expansion marks Furless Permanent’s first presence in the Kingdom, with its inaugural branch set to open at Faisaliah Mall in Riyadh. The facility will offer FDA-approved electrolysis services aimed at a broad range of skin tones and hair types.The appointment aligns with the brand’s wider regional growth plans as it enters the Saudi beauty and wellness market and introduces its permanent hair removal services to local consumers.