For beauty brands heading to the Gulf
Expanding into the UAE and the wider Gulf?
I help UK and international beauty brands plan their entry into the UAE and the wider GCC, with a strategy grounded in how beauty brands actually launch and grow in new markets.
Why me
I've launched brands into new markets from both sides of the table: leading Huda Beauty's UK launch into Harrods and Cult Beauty, and, as co-founder of The Beauty Editor Amsterdam, bringing brands like Huda Beauty and OUAI into a new market on exclusive terms. I'm relocating to Abu Dhabi in 2027 and building relationships with retailers and distributors across the region.
How I can help
Market-entry strategy Which channels, retailers and partners fit your brand, and in what order.
Partner readiness What distributors and retailers will ask, and how to present your brand to them.
Launch planning Positioning, PR and launch sequencing for the region.
Leadership readiness Making sure your team can run a new market without everything landing on the founder.