- Armaf Beauté makes its GCC debut, unveiling a comprehensive, inclusive range of skin-enhancing makeup.
- Key hero products include Hydra Max Serum primer and Skin Tint with SPF 30 for everyday wear.
- The entire product line is vegan, cruelty-free, and paraben-free, underscoring a clean, conscious beauty commitment.
- The brand is available across retail locations like Watsons and Lulu Hypermarket, combining quality with accessibility.
The GCC beauty market, valued in the multibillion-dollar range, is shifting dramatically toward products that blend efficacy with accessibility. Meeting this demand is Armaf Beauté, the makeup division born from the successful legacy of Armaf and Sterling Group. The brand recently unveiled its launch into the region, introducing a skin-enhancing, inclusive product range that delivers premium, luxurious formulations at attainable prices. Armaf Beauté’s core philosophy is simple: empower people to celebrate their unique beauty, making it a truly vibrant and trendy addition to the market.
Armaf Beauté is perfectly positioned to capitalize on the growing demand for skincare-led beauty in the Middle East. The brand’s strategy focuses on creating makeup that performs for everyday wear while actively enhancing the skin. This dual-performance approach is evident in its hero products:
- Hydra Max Serum Primer: Designed to prep the skin with maximum moisture.
- Skin Tint with SPF 30: Providing light coverage with essential sun protection.
- Matte Max Foundation (SPF 20): Offering a sophisticated finish with added skin benefits.
The new launch also introduced a wider, vibrant lineup, including Radiant Silk Foundation and Serum, Jelly Pop Lip Tint, Baked Blushes, and Game On One Stroke Kajal. Every single product in the range is certified vegan, cruelty-free, and paraben-free, reinforcing the brand’s commitment to clean, conscious beauty that resonates strongly with today’s mindful consumer.
Sunita Menezes, Business Director at Armaf Beauté, summarized the brand’s unique value proposition: “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.”
The brand’s strategic approach ensures this accessible luxury is widely available. Armaf Beauté is rolling out a phygital retail strategy that ensures maximum accessibility, bridging immersive in-store experiences with robust digital campaigns and e-commerce initiatives. This diverse approach allows the brand to connect with a broad audience across the GCC, utilizing retail locations such as Watsons, Lifestyle, and Lulu Hypermarket, alongside online platforms like Amazon and Noon. This ensures the innovation that blends efficacy with accessibility is truly within reach for all.
Armaf Beauté is poised to become a significant force in the regional cosmetics market, offering the efficacy and quality typically reserved for high-end lines but at prices designed for daily enjoyment. Explore the range and embrace the era of skin-enhancing, confident beauty.
Shop the new Armaf Beauté inclusive makeup collection today at Watsons, Lulu Hypermarket, or online at Amazon and Noon!
