How to Create the Future Beauty Brand of the Gulf
At Dix Sept Paris, we help founders and beauty brands build distinctive identities, creative platforms and campaigns designed to resonate both locally and internationally.
Today, few regions are transforming the beauty landscape as quickly as the Gulf. From Dubai to Riyadh, a new generation of entrepreneurs is creating brands with a strong point of view — brands that are deeply connected to culture, heritage and identity, while speaking the language of contemporary global luxury.
The opportunity is not simply to launch more beauty brands in the Middle East. It is to build the next generation of beauty houses capable of emerging from the region and influencing the world.
The Gulf Is Becoming a New Creative Centre for Beauty
For decades, the Gulf was primarily viewed by international beauty companies as a major consumer market. That relationship is changing.
Across Saudi Arabia, the UAE, Kuwait and the wider GCC, founders are increasingly creating their own brands, developing their own aesthetics and redefining what modern Middle Eastern beauty can look like.
Fragrance is perhaps the clearest example. The region’s extraordinary relationship with perfume, oud and layering has moved from local tradition to global cultural influence. Brands such as Kayali have demonstrated how a regional sensibility can become part of the international beauty conversation.
The same dynamic is now extending into skincare, makeup, haircare and wellness.
From Regional Heritage to Global Beauty Brands
Some of the most interesting brands emerging from the Gulf are not attempting to reproduce Western beauty codes.
They are starting from their own culture.
Climate, rituals, ingredients, architecture, fashion, hospitality, scent and the relationship between beauty and self-expression all provide an extraordinarily rich creative territory.
Brands such as Asteri Beauty, for example, have built propositions directly connected to the realities of women living in the region while developing identities sophisticated enough to compete on an international stage.
This is an important shift.
The strongest opportunity for a new Gulf beauty brand is not to look global by erasing where it comes from. It is to transform its origins into a distinctive creative advantage.
Building a Beauty Brand in the Gulf Starts With a Point of View
At Dix Sept Paris, we believe strong beauty brands begin long before the creation of a logo, packaging or campaign. They begin with a clear idea.
When working with a founder or beauty company in the Gulf, we usually start with three fundamental questions:
What makes this brand impossible to confuse with another one?
From there, strategy and creativity must work together.
What should people feel when they encounter the brand?
What cultural or human truth can the brand genuinely own?
We define the brand positioning and purpose, build its narrative and creative territory, establish its visual and verbal language, and imagine how the brand can live across products, campaigns, social media, influence, retail and cultural moments.
The objective is not simply to create something beautiful.
It is to create something recognisable, culturally relevant and capable of lasting.
Parisian Creative Direction, Built for the Gulf
Dix Sept Paris was founded in Paris with the ambition of working with some of the world’s most ambitious luxury and beauty brands.
Today, our work brings that experience into dialogue with a rapidly changing Middle Eastern creative landscape.
Our approach combines strategy, branding, creative direction, campaigns, content and cultural influence, with projects led from Paris and supported by talents and partners activated locally when required.
This combination matters.
Building a beauty brand for Dubai, Riyadh or the wider Gulf cannot be approached through a generic international lens. Local culture, consumer behaviour and aesthetic references need to be understood from inside the market, while the brand itself must be strong enough to travel far beyond it.
The ambition should therefore be both regional and international from day one.
The Next Global Beauty Brands May Come From the Gulf
The transformation happening across the Gulf goes far beyond market growth.
A new creative ecosystem is taking shape.
Founders are becoming more ambitious. Consumers are increasingly sophisticated. Regional aesthetics are gaining international visibility. And cities such as Dubai and Riyadh are becoming important meeting points for beauty, fashion, hospitality, entertainment and culture.
For the beauty industry, this creates an unusual moment: the possibility to build brands that combine heritage with innovation, local relevance with international ambition, and strong cultural identity with contemporary creative execution.
At Dix Sept Paris, this is precisely the territory that interests us.
We partner with founders, investors and beauty companies to create and elevate beauty brands in the Gulf, from initial positioning and storytelling to identity, campaigns, content and international launch.
Because the next decade of beauty will not only be shaped in Paris, London, New York or Seoul.
Dubai and Riyadh are increasingly becoming part of that conversation.
The Gulf beauty market is not merely expanding — it is redefining the world’s understanding of luxury and identity.
A new generation of founders is crafting brands that are sustainable, spiritual, and proudly regional.
At Dix Sept Paris, we stand at the crossroads of heritage and innovation, helping visionary leaders create beauty brands in the Gulf that will inspire the next decade of global beauty.