Clean disruption: The rise of clean beauty marketplaces in Mena
Amina Grimen and Ayat Toufeeq, co-founders of Powder
It was personal need that pushed Amina Grimen and Ayat Toufeeq to launch an e-commerce site dedicated to skincare. The pair were struggling to solve their own skincare problems and had no access in Dubai to the clean beauty products that were becoming popular around the world. And so they launched Powder.ae in 2018, becoming the first company to provide the GCC region with “clean” skincare and makeup products.
Since then, several brands have emerged in the Middle East focusing on clean beauty, as consumers in the region become more aware of the ingredients that go into these products.