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 bran ...