Clean disruption: The rise of clean beauty marketplaces in Mena

mena beauty disruption marketplaces skincare
UAE
  • Date: 13-May-2021
  • Source: Wamda
  • Sector: Retail
  • Country: UAE
  • Who else needs to know?

Clean disruption: The rise of clean beauty marketplaces in Mena

It was personal need that pushed Amina Grimen and Ayat Toufeeq to launch an e-commerce site dedicated to skincare. The pair were struggling to solve their own skincare problems and had no access in Dubai to the clean beauty products that were becoming popular around the world. And so they launched Powder.ae in 2018, becoming the first company to provide the GCC region with “clean” skincare and makeup products.

Since then, several brands have emerged in the Middle East focusing on clean beauty, as consumers in the region become more aware of the ingredients that go into these products.

There is no regulated definition for what can be classified as “clean”, but generally they are products void of toxins, sometimes created and packaged with sustainability and environmental ethics in mind.

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