It’s rare to spot brands that seek to celebrate the individuality of every user as opposed to following the modern trends. It’s a brand that drives and promotes self-expression, while being socially minded to the extent of contributing a significant portion of its sales to a foundation.
The brand is called MAKE Beauty, which forayed into the Middle East this year in partnership with Al Tayer Group. MAKE Beauty offers 200 SKUs that are hypoallergenic, paraben-free and not tested on animals. Almost 30% of MAKE Beauty’s lines are vegan.
“We are a hip indie beauty brand from New York,” asserts co-founder and business director William Smolen. “We became famous for our one-of-its-kind products that no one makes in the market. We can make them because of our founder, Nikos Mouyiaris, is one of the world’s biggest contract cosmetics manufacturers. He has been incubating and manufacturing many of the world’s luxury make-ups and colour cosmetics for over 40 years now. We have an incredible product development team having a leadership position in the industry.”
Having seen success from his endeavours, Mouyiaris not only founded MAKE Beauty but was keen to give back to the society. He started the We See Beauty Foundation supporting women-led, worker-owned cooperative businesses across the Americas – which means everyone has ownership rights in the company. The idea was to create a brand – MAKE Beauty – that could support this initiative.
“We give 10% of our sales, not profits, to the We See Beauty Foundation. We like to position the brand in a manner never seen before. To us, a luxury product isn’t an expensive object on the table but defined by the ingredients and the sense of purpose,” Smolen avers.
Read the full article in the July/August edition of RetailME
Watsons to open 20 new stores in the GCC
In 2020, global health & beauty retailer AS Watson Group signed its
April 29, 2024 | By Rupkatha BLandmark Group’s ‘Circulife’ could be a “giant leap” towards UAE’s textile circularity goals
“We want to not just match the price; but beat it,” claims Chemist Warehouse CEO
Landmark Group to invest $1-bn to grow the business, open 400 stores
/ 
MENA’s retail pioneer Union Coop has further solidified its retail presence in
As the demand for healthier food choices surges, ROOTS Food is leading
A new chapter unfolds for the leading tech-driven, hyperlocal e-commerce company, Rabbit,
Lulu Retail, the GCC’s retail powerhouse, has reported a transformative FY 2024,
The Ministry of Industry and Advanced Technology (MoIAT) in cooperation with Lulu
What does it take to sustain profitable growth in the post-IPO phase?
Mahalle began its operations in 2022 as an “Authentic Turkish Grocery in
“Retail is a people’s business. When building a retail brand or the
From being one of the first retailers in Dubai to ban single-use
For starters, Rabbit is a growing e-commerce grocery platform in Egypt always
In 2024 grocery retail major Choithrams has achieved several milestones underscoring its
/ 
New space offers personalised experiences, live demos, and a deeper dive into
Gymshark, the UK-based fitness apparel brand, has made its highly anticipated retail
Aster Pharmacy, the retail arm of Aster DM Healthcare, has officially entered
NRF Vice President of Education Strategy Susan Reda forecasts 2025’s retail trends
One of the leading pharmacy chains in Australia, Chemist Warehouse has recently
UAE-based hair care startup Zaphira Nature is created to meet the needs
The Dubai Duty Free (DDF) has recorded sales of $1.94 billion up
By harnessing the power of artificial intelligence (AI), data and digital innovation,
Taking place on the sidelines of Messe Frankfurt Middle East organised Beautyworld
Omani high-end perfume brand Amouage hosted a unique pop-up at The Grove
In what comes as a significant announcement, Middle East based eyewear majors
A razor-sharp focus on leveraging technology to create immersive experiences and accelerate
Previous Article
