Understanding the Middle Eastern beauty market, with Arooba Anwar, founder of Arooba Beauty.

Today, we're talking to Arooba Anwar, founder of Arooba Beauty
and an expert in the Middle Eastern beauty market. With
Euromonitor International valuing this market at over $46
billion, projected to reach $60 billion by 2025, it undoubtedly
has lucrative potential – especially if you're a brand founder.
Arooba Beauty launched into the UAE last year followed by a UK
launch this February. Arooba herself is based in Dubai, and the
brand reflects her own cultural heritage and the needs of makeup
users in this region which we'll delve into. The range focuses on
eye makeup palettes, with eyes being identified as the most
expressive feature among Middle Eastern women. Their formulas are
dubbed "skincare/makeup for the eyes", and star Middle Eastern
botanical ingredients with skincare benefits. There are so many
reasons why it makes sense for beauty brands to tap into the
Middle Eastern market, but as Arooba points out, it's important
to understand the variety of cultural differences and
sensitivities in this region and adapt your messaging
accordingly. We really enjoyed this chat and I hope you will too.


aroobabeauty.com