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 brands to tap into the Middle Eastern market, but as Arooba points out, it's important to understand the variety of cultural differences and sensitivities in this region and adapt your messaging accordingly. We really enjoyed this chat and I hope you will too.

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At SBC, we work a little differently to the traditional agency model, based on Viola's experiences working at such agencies as a copywriter. She witnessed firsthand the pitfalls of the retainer model: bloated budgets, lagging timelines, and inefficient use of creative talent. These challenges not only inflated costs but also hampered productivity, particularly for smaller brands with limited budgets. In this first of a three-part miniseries, she talks about what led her to create the Smart Beauty Method.

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Beauty journalist and copywriter Keysha Davis brings over 20 years of industry experience to the table. She has collaborated with numerous hair and makeup brands and her byline has appeared in a wide range of publications, including Glamour, Stylist, Hairdressers Journal, and Black Beauty and Hair. Additionally, she writes trend reports for Cosmetics Design Europe so it’s safe to say she knows how to sift through a multitude of press releases and identify compelling brand stories. Keysha excels in advising on the best ways to approach journalists, particularly in the realm of Black beauty and hair. In addition to her freelancing work, she is also working with us here at Smart Beauty Creative on a new offering, providing consultancy and auditing services to refine your brand's messaging and boost its appeal to a diverse market. For more details, email hello@smartbeautycreative.com

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