Dubai, United Arab Emirates - Wednesday, 12. November 2025
UAE-born Armaf Beauté launched skin-enhancing, inclusive makeup at Beautyworld ME
Armaf
Beauté, the makeup division born from the legacy of Armaf and Sterling
Group, recently unveiled at Beautyworld Middle East in Dubai as it
accelerated regional expansion and introduced its skin-enhancing,
inclusive product range.
The global cosmetics market was
estimated at roughly USD 296 billion in 2023, with forecasts projecting
continued growth through 2030. Armaf Beauté has established its presence
in the affordable luxury market with skincare-infused makeup, offering
premium formulations at attainable prices.
Key hero products
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. These SKUs
reflect the brand’s strategy of merging skincare and makeup performance
for everyday wear.
“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 Middle
East and GCC markets are experiencing accelerated demand for
skincare-led and inclusive beauty products; recent industry studies
place the GCC cosmetics market in the multibillion-dollar range and
forecast steady growth over the next decade. Rising demand for
skincare-driven and inclusive beauty is reshaping the GCC market, now
valued in the multibillion-dollar range and set for steady growth in the
decade ahead. These trends underscore strong regional appetite for
innovation that blends efficacy with accessibility; the space Armaf
Beauté aims to occupy.
With an established footprint across
Africa and Asia, Armaf Beauté is making its GCC debut through a phygital
retail strategy that bridges immersive in-store experiences with
impactful digital campaigns, influencer collaborations, and e-commerce
initiatives to connect with diverse beauty audiences. The brand also has
its sights set on the US and Western markets, with expansion plans
slated for 2026.
Marking this milestone, Armaf Beauté unveiled
its Radiant Silk Foundation and Serum in grand style, alongside a
vibrant lineup of new products — Jelly Pop Lip Tint, Baked Blushes, Face
Palette, Brow Boss Eyebrow Gel, and Game On One Stroke Kajal. Each
product is vegan, cruelty-free, and paraben-free, underscoring the
brand’s commitment to clean, conscious beauty.
Armaf Beauté is
now available across retail locations such as Watsons, Chemist
Warehouse, Gold Apple, Essenzi, Lifestyle, Lulu Hypermarket, and online
at Amazon and Noon.
About Armaf Beauté
Armaf Beauté is a
UAE-born beauty house from Sterling Group (est. 1998), uniting Armaf's
fragrance heritage with accessible-luxury makeup rooted in performance,
inclusivity, and sensorial design. Guided by its empowering tagline “Be
You. Always.”, the brand celebrates individuality and self-expression
through skincare-infused formulas across face, eyes, lips, and nails.
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Contacts
Namita Thakkar
namita@matrixdubai.com