The beauty world in the Middle East is having a major glow-up. New brands are popping up all over, offering innovative formulas, natural ingredients and products that cater specifically to the needs of women in the region. Whether you’re looking for long-lasting makeup that’s perfect for the climate or vegan skincare to see you from beach to bar and beyond, there’s something for everyone. And, thanks to GRAZIA’s round-up, it’s never been easier to keep on top of what’s hot, as here we reveal all the new beauty brands in the Middle East.
Lyda Beauty
Our beauty editor is obsessed with Lyda Beauty’s iconic Cleopatra Cat Eye Stamp, which promises the perfect winged liner look, every time. So, when we heard that the beauty brand was finally launching in the region, we sat at our desks ready to hit ‘Add To Cart’ on her revolutionary eyeliners, skin-perfecting toners, refreshing face mists and much, much more. Founded by Iranian-born Lyda Fischer, who fled Iran as a refugee and grew up in Switzerland, it’s all about fuss-free, fool-proof formulas that instantly empower and make you feel (and look) good. “The beauty industry in the Middle East is an exciting nexus of tradition and modernity, and at Lyda Beauty we are much the same and saw the region as a natural next step,” Lyda told GRAZIA. “Not only am I personally connecting with my Middle Eastern roots, but our lines are looking to take consumers from conscious beauty to experiencing beauty that values interconnectedness between inner vitality and outer radiance.” Shop the products here.
SIMIHAZE BEAUTY
Created by the multi-hyphenate twinfluencers Simi and Haze Khadra, Simi Haze Beauty – their eponymous beauty brand – launched in 2021 with an oft-sold-out range of EYE PLAY Sticker Books – colourful wings and liners that are incredibly easy to apply and much more grown-up than they sound, promise. The brand has since expanded to include a range of skincare-infused stackables and palettes, designed with minimal fuss and maximum output, all housed in bright, sculptural packaging. The pigments are beautiful, the textures innovative and the formulations skin-loving. And they’re now all available at Sephora stores. Shop the products here.
IFMNS
Inspired and motivated by their motto “the determination to succeed is success,” IFMNS is a new kind of self-love beauty brand that’s been developed through years of testing to generate creative vegan formulations designed by top scientists. Using pure ingredients and biotechnological plant power, each skin saviour – from the brightening vitamin C serum to the nourishing night oil drops – has been formulated without potentially harmful ingredients to treat skin concerns effectively but gently. Not to mention the gorgeous home scents, ranging from candles to diffusers, which are hand-crafted in Italy, that will instantly fill your home with scents inspired by the region – myrrh, oud and dates included. Shop the products here.
Lanolips
Among the new beauty brands in the Middle East is Lanolips. This Sydney-based, Australian-owned brand is famed for its products made using lanolin, a naturally occurring oil sourced from sheep (in a humane, cruelty-free way, of course) that’s super hydrating and nourishing. Thanks to its ability to mimic the skin’s own oils, it heals and hydrates everything. No really, everything. New mums use it on sore nipples, it’s an amazing natural lip balm, it works wonders on chapped cuticles and it’s so safe doctors recommend it to treat burns. Even better? It’s about to hit Sephora stores. Woop.
Salt & Stone
If you haven’t yet made the switch to natural deodorant, Salt & Stone has finally arrived to convert you. Creating skincare and self-care to complement active lifestyles, the brand blends active elements from the sea and mountains with skin science and enticing perfumes, all built on and inspired by a connection to the natural world. Its deos will keep pits soft, smooth and bad smell free, whilst the decadent body washes look great in your shower (and in your #shelfie) and the brand new body mists are infused with glycerin and red algae to keep skin soft whilst gorgeously scented. Keep an eye out on Sephora’s Instagram, as the brand will officially launch next month…
Shu Uemura
We were devastated when Shu Uemura exited the Middle Eastern market years ago, so when we found out that it’s back in Sephora, we were running to get our hands on the decadent cleansing oils. And balms. And foams. Although the Japanese brand boasts an array of products, including makeup and haircare, it’s only the skincare that’s here for now. So, if you’re after the ultimate cleanser powered by potent plant extracts and Japanese superfoods, you know where to go. You can shop the products here.
