Armaf Beauté, the makeup brand created by Armaf under the Sterling Group umbrella, made its official regional launch at Beautyworld Middle East in Dubai, introducing its inclusive collection designed to enhance natural skin and offer accessible luxury.
With the global cosmetics market forecast to keep expanding beyond USD 296 billion, Armaf Beauté is targeting the affordable luxury category, blending skincare benefits into its makeup formulations.
Its key items include 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.
“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 GCC market is experiencing rising demand for inclusive, skincare-led beauty, making Armaf Beauté well positioned to grow its presence.
The brand is rolling out across the GCC via retail stores and digital channels, with further expansion planned for 2026 into Western markets.
Newly launched items include Radiant Silk Foundation and Serum, Jelly Pop Lip Tint, Baked Blushes, Face Palette, Brow Boss Eyebrow Gel, and Game On One Stroke Kajal, all vegan, cruelty-free, and paraben-free.
Armaf Beauté can be found at Watsons, Chemist Warehouse, Gold Apple, Essenzi, Lifestyle, Lulu Hypermarket, and online via Amazon and Noon.
