About base & boon

Experience The Exceptional With Base & Boon

Contemporary Self-Expression

Riyadh
Al Aqiq Plaza 2162 Prince Muhammad Ibn Abdulaziz Rd Riyadh, SA 13411
Sat to Thur12PM - 9PM
FriClosed
Diplomatic Quarter
Sun - SatOpening soon
AlUla
Al Jadidah District, AlUla, SA 43523
Tue - Sun1PM - 10PM
MonClosed

Individual Self-Expression

Meet the founders

Founded in 2020, Base & Boon’s young, forward- thinking Saudi founders and cousins, Mshael Alessa and Hind Alajlan, launched a nail salon with a twist.
The founders owe their success to their adoration for nail art and their determination to grow, which, in turn, allowed their brand to expand and dominate the space.
With a firm focus on quality, Alessa and Alajlan jump at the opportunity to implement cutting-edge technology and products to become the nail salon to beat.
Derived from a passion for nail aesthetics and business acumen, Base & Boon’s success is evident in the Saudi capital. Opposing a sanctuary of zen where receiving a beauty treatment is quiet and still, Base & Boon’s salons are a hub of warmth, encouraging relaxation through a hassle- free setting where discussion is embraced.
Nowhere is this clearer than their reputable list of collaborations, presenting, for example, a two- day pop-up inside luxury brand Fendi’s flagship store to launch their new collection. With 3 current busy salons and a plan for further expansion alongside tool sharpening services and a base for freelance beauticians, Base & Boon offers a space for many to thrive.
Being the first to introduce modern techniques and products, Base & Boon embraces the new, consistently revisiting methods to enhance and grow their brand. Unsurprisingly, BIAB has become Base & Boon’s most popular treatment across all branches, proving that the founder’s intuition and determination pays off with every satisfied client.

Our early timeline

Jan
2019
CONCEPTION
Jul
2020
Soft Opening
Oct
2020
Brand Launch & Official Opening
May
2020
Base & Boon x Fendi: Vertigo Capsule In-Store Activation
Sep
2021
Featured In HIA Magazine
Oct
2021
Featured in Time Out Riyadh
Nov
2021
Featured in Sayidaty Magazine
Dec
2021
Base & Boon x Fendi: New Collection & Christmas Inspired Art (In-Store)
Jan
2022
Base & Boon Alula Launch
Sep
2022
Pop-up Participation At Azimuth Music Festival
Oct
2022
Branch 3 Initiated
Jan
2023
Founder Featured in HIA Magazine The New Age of Beauty
Feb
2023
Base & Boon x Keys Soul Care Event in Alula
Apr
2023
Base & Boon x MAC Cosmetics; Palette Collaboration
Sep
2023
LAUNCH OF TOOL SHARPENING SERVICES AND BASE & BOON PRO
Jan
2024
NEW BRANCH OPENING

Working Together To Create Magnificence

FENDI X BASE & BOON
Officially opening in October 2020, it took only seven months for trend-setter brand, Fendi, to acknowledge Base & Boon’s expertise and potential. With the inspiration for Fendi’s Vertigo line oozing rebellious themes of disruption, pushing the limits and jumping outside of the box, Base & Boon was the perfect match. Base & Boon teamed up with Fendi and contributed a dual day pop-up at Fendi’s flagship store in Riyadh. After making our mark, only a few months later, Base & Boon was asked to play a key role in a one-day pop-up event for a glamorous Christmas campaign.
SAYIDATY X BASE & BOON
Base & Boon was a partner of Sayidaty’s Glass House Activation in the Riyadh Boulevard during Riyadh Season. Attendees included Noura Sulaiman, Sephora, Karen Wazen, Benefit, Pandora, and Bassam Fattouh.
KEYS SOUL CARE X BASE & BOON
When visiting AlUla, Alicia Keys was searching for female-led brands to collaborate with, leveraging Keys Soul Care to spread the importance of female connection with internal and external beauty. After pitching, Base & Boon was selected to execute Keys Soul Care’s pop-up at our store, where Alicia Keys herself and her team attended. Titled “Connection,” the collaboration focused on being transported into a sacred setting to enhance and develop the mind, soul, and body. Base & Boon was the ideal answer, with Keys Soul Care’s clean skincare products proudly on display
NAIL & BEAUTY SERVICES
NAIL & BEAUTY SERVICES
SALON SPACES FOR FREELANCERS
SALON SPACES FOR FREELANCERS
TOOL SHARPENING SERVICES
TOOL SHARPENING SERVICES