With a young, beauty-savvy population and a growing preference for cruelty-free, clean, and locally inspired formulations, the GCC beauty landscape is evolving beyond international imports to embrace homegrown innovation.
In particular, the UAE and KSA beauty sectors are fostering a new wave of independent and emerging local beauty brands. These brands are not only competing with global giants but also redefining regional beauty standards by infusing modern aesthetics with traditional Arab wellness practices and native ingredients. Each favoured for their innovation, brand story, cultural resonance, and commitment to quality, these brands are answering the unique needs of Middle Eastern consumers with precision and authenticity.
If you’re looking to support local entrepreneurship, enhance your routine with region-specific beauty solutions, or simply discover the next cult-favorite lipstick or serum, these are the brands to know.
Mariam EM – UAE
Mariam EM is a rising UAE-based beauty and wellness brand dedicated to merging time-honored Emirati rituals with today’s clean beauty standards. Founded by Mariam, an advocate of mindful, natural living, the brand’s ethos is grounded in the belief that beauty should be both effective and rooted in cultural authenticity.
Every formula is created with intention, inspired by traditional Arab remedies and adapted for the modern beauty enthusiast looking for gentle, natural, and sustainable solutions.
The Power of Sidr in Beauty Rituals
At the core of Mariam EM’s product philosophy lies Sidr—a legendary ingredient derived from the Signature Ingredient: Sidr Tree Extract. Central to Mariam EM’s identity is the Sidr leaf extract, revered for its anti-inflammatory, acne-fighting, and rejuvenating qualities, Sidr is known to gently calm irritation, balance sebum, and nourish skin naturally.
This Emirati brand exemplifies how modern beauty consumers are turning toward culturally grounded and ethically formulated solutions—making Mariam EM a standout among local beauty innovators in the UAE.
Ready to transform your hair care routine with ancient wisdom and clean formulations? Explore Mariam EM’s full Sidr-infused wellness collection here. Shop the Balance & Soothe Face Serum and Eyelash & Brow Serum on the official Mariam EM site to experience heritage-driven beauty backed by science.
Asteri – Bold Beauty, Fearlessly Saudi
Asteri is one of Saudi Arabia’s most exciting emerging beauty brands in 2025, born from a clear mission: to redefine Arab beauty on its own terms. Proudly developed and manufactured in Saudi Arabia, Asteri celebrates the individuality, strength, and style of Arab women, combining cultural authenticity with world-class innovation.
With an unapologetically bold aesthetic and products made for desert climates, Asteri is fast becoming a go-to for modern beauty lovers across the Middle East.
Redefining Arab Beauty Standards
Asteri challenges the narrow definitions of beauty often pushed by global brands by offering formulations and shades that reflect the rich diversity of Arab skin tones, undertones, and preferences. Their marketing campaigns feature real women from the region, celebrating natural features and bold expression in equal measure.
High-Performance Formulas
Asteri products are designed to withstand the unique environmental factors of the Gulf—heat, humidity, and long days. Their long-wearing, sweat-resistant textures are tailor-made for the modern Saudi woman who expects both performance and sophistication.
Inclusive Color Range
From deep berry lipsticks to sun-kissed bronzers and richly pigmented blushes, Asteri’s color palettes are expertly developed to enhance medium to deep skin tones, which are often underrepresented in mainstream beauty lines.
This inclusivity has earned Asteri a loyal following across KSA, the UAE, and beyond.
Why It’s a Must-Try in 2025
If you’re looking for Saudi-made beauty products that don’t compromise on style or staying power, Asteri should be at the top of your list. Ready to embrace fearless color and local innovation?
Explore Asteri’s full range of makeup essentials online at asteribeauty.com and experience Saudi beauty—elevated.
Barkha Beauty – Lipstick-First, Inclusivity Always
Barkha Beauty is a standout name in the UAE’s homegrown beauty scene, gaining recognition for its commitment to inclusive, high-quality makeup that reflects the diversity of Middle Eastern skin tones.
Founded on the belief that beauty is ageless and multicultural, this Dubai-based brand prioritises formulas that flatter and perform—especially under the region’s intense climate conditions. With a lipstick-first approach, Barkha Beauty has carved a niche for itself by creating shades and finishes that suit a wide range of complexions, from fair to deep olive tones.
One of the key strengths of Barkha Beauty is its focus on long-lasting, skin-friendly lip products. The brand avoids harsh ingredients and leans into velvety, hydrating formulations that feel as good as they look. This thoughtful formulation makes it ideal for sensitive lips, everyday wear, and professional makeup looks alike.
If you’re looking for a lipstick brand that blends premium quality, regional relevance, and conscious beauty, Barkha Beauty deserves a spot in your everyday makeup kit. Discover the full collection at Barkha Beauty — and experience a lip color that’s made for you.
Moonglaze – Elevating Saudi Beauty to Global Prestige
Moonglaze was founded by Yara Alnamlah, a prominent Saudi beauty influencer and entrepreneur recognized on Forbes Middle East’s 30 Under 30 list. Known for her deep understanding of modern Arab beauty preferences, Alnamlah combined her background in architecture and aesthetics to create a brand that celebrates natural luminosity.
As a visionary founder, she brings both cultural insight and international sensibility to Moonglaze, helping redefine the narrative around Saudi-born beauty. Moonglaze became the first Saudi Arabian beauty brand to be stocked at Selfridges, one of the UK’s most prestigious luxury department stores.
This milestone not only reflects the rising demand for inclusive Middle Eastern cosmetics but also positioned Moonglaze as a trailblazer in the beauty industry.
Clean, Luminous, and Inclusive Formulations
Moonglaze is rooted in a clear, empowering mission: to enhance the wearer’s natural radiance rather than mask it. The product lineup features glow-enhancing highlighters, multi-use blushes, and dewy textures that are formulated for a wide range of skin tones typical of Arab and Gulf populations.
The brand also emphasizes clean beauty standards, steering clear of harmful additives, parabens, and unnecessary synthetics. Moonglaze’s textures are designed for buildable, breathable wear—making it ideal for hot and humid GCC climates.
Whether you’re looking for a subtle daytime glow or a bold evening shimmer, Moonglaze delivers high-performance color with skincare-level comfort. Explore the brand’s full collection here.
Huda Beauty – The Global Powerhouse
Launched in 2013 by Huda Kattan, an Iraqi-American makeup artist, blogger, and entrepreneur based in Dubai, Huda Beauty has evolved from a niche lash line into one of the most influential and highest-valued beauty brands in the world.
Makeup Artist Turned Global Mogul
A former finance professional turned beauty icon, Huda used her deep understanding of Middle Eastern beauty ideals to develop products that catered to high-impact glam, long-lasting coverage, and diverse complexions.
Today, she remains the face of the brand and a vocal advocate for beauty inclusivity, self-expression, and industry transparency.
From Dubai to Global Bestseller Status
Headquartered in the UAE, Huda Beauty was born on the beauty counters of Sephora Dubai Mall and is now available in over 50 countries and across 100+ retailers including Sephora, Cult Beauty, and Boots.
What began as a single lash product has expanded into a comprehensive lineup of foundations, eyeshadow palettes, lipsticks, setting sprays, and more—many of which have achieved cult status among makeup lovers worldwide.
Bold, Inclusive, and Results-Driven
Huda Beauty’s mission is to empower individuals to define their own standards of beauty. The brand is known for highly pigmented, performance-focused formulas that deliver maximum payoff with minimal effort. From the #FauxFilter Foundation to the Easy Bake Loose Powder, each product is designed with professional artistry, diverse shade ranges, and real-life wearability in mind.
Huda Beauty was also among the first mainstream beauty brands to center Middle Eastern skin tones in its product development and campaigns, long before inclusivity became a marketing trend.
Huda Beauty is available online through major retailers such as Sephora, and their official website. Don’t miss limited-edition drops and Huda’s behind-the-scenes content on Instagram and YouTube—perfect for staying ahead of the latest makeup trends.
Why Do Local Beauty Brands Matter?
Consumers across the UAE and Saudi Arabia are increasingly seeking beauty products that cater to the specific needs of their climate, skin tones, and cultural preferences. Local beauty brands understand the diverse undertones common in Middle Eastern complexions and formulate foundations, lipsticks, and skincare to match.
This hyper-localized approach allows these brands to meet customer demands more accurately than many global counterparts. From humidity-resistant foundations to kohl eyeliners rooted in tradition, regional brands offer solutions designed for real-life conditions in the Gulf.
Looking for makeup that truly suits your skin tone and environment? Explore these popular local beauty brands tailored for you.
Support for sustainable, cruelty-free, and locally sourced ingredients
Homegrown beauty labels are not just focused on performance—they are also leading the way in ethical innovation. Many emerging brands in the UAE and KSA prioritize cruelty-free testing, vegan formulations, and natural ingredients sourced from regional flora. Brands like Mariam EM use native plants like Sidr, integrating ancient herbal knowledge with modern wellness standards. These efforts contribute to a more sustainable and transparent beauty industry in the region.
Choose beauty that aligns with your values—support ethical, cruelty-free, and sustainable local brands.
Empowerment through regional representation in beauty
Representation matters in beauty, and local brands are changing the narrative. By showcasing Middle Eastern faces, voices, and traditions, these companies are empowering consumers to embrace their natural beauty and cultural identity.
From Barkha Beauty’s age-inclusive marketing to Asteri’s celebration of bold, fearless femininity, these brands break away from Western-centric beauty ideals. This representation helps consumers feel seen and celebrated, while also inspiring future entrepreneurs in the region.
Discover beauty that represents you—support brands that reflect your identity and heritage.
Beauty is personal, and these brands are making it local.
