UAE-founded beauty brand Armaf Beauté, the newly established makeup division from Armaf and Sterling Group, made its regional debut at Beautyworld Middle East in Dubai, showcasing its skincare-driven, inclusive makeup collection as part of its accelerated expansion strategy.
With the global cosmetics industry valued at approximately USD 296 billion in 2023 and projected to continue growing, Armaf Beauté positions itself within the affordable luxury segment by offering premium-quality formulations that fuse skincare benefits with everyday wearability.
The brand’s standout items include the Hydra Max Serum Primer, Skin Tint with SPF 30, Matte Max Foundation (SPF 20), Master Stroke Mascara, Glide It Eye Liner, Créme Touch Liquid Matte Lipstick, and Breathable Nail Enamel. Together, these products illustrate the brand’s focus on makeup that supports skin health and comfort.
“At Armaf Beauté, we believe beauty is about feeling confident, expressing yourself, and celebrating who you are,” said Sunita Menezes, Business Director, Armaf Beauté.
“Our goal is to give real value, with luxurious products, beautiful packaging, and prices that everyone can enjoy. Armaf Beauté is empowering people to show their unique beauty. Be You. Always.” she added.
The GCC beauty market continues to experience strong demand for inclusive and skincare-led makeup solutions, with industry reports valuing the sector in the multibillion-dollar range and predicting continued expansion. Armaf Beauté aims to meet this growing demand with effective and attainable beauty offerings.
With an existing presence in Africa and Asia, the brand’s GCC launch is supported by a hybrid retail approach combining physical retail rollouts with influencer partnerships, digital touchpoints, and e-commerce platforms. Plans for entry into the US and Western markets are already underway for 2026.
To mark its debut, Armaf Beauté introduced new additions including Radiant Silk Foundation and Serum, Jelly Pop Lip Tint, Baked Blushes, Face Palette, Brow Boss Eyebrow Gel, and Game On One Stroke Kajal. All products are vegan, cruelty-free, and paraben-free.
Consumers can now find Armaf Beauté at Watsons, Chemist Warehouse, Gold Apple, Essenzi, Lifestyle, Lulu Hypermarket, and online via Amazon and Noon.
