Riding the current wave of rising demand for natural skin care products, the Middle East’s first dedicated clean beauty site, Project Byouty will go live in April.
Dubai-based Amy Wilkinson Lough, who is one of the co-founders was inspired to start the concept after battling with health issues for decades. Despite there being a demand, she struggled to find naturally-derived products that were available in the region with deliveries from international e-tailers could taking up to five weeks to arrive.
Project Byouty will stock over 70 brands that including Tata Harper, Mara and Lixir and will deliver to all countries in the GCC excluding Qatar. According to Wilkinson Lough, social media has catalysed the interest in making mindful beauty choices.
Speaking to BoF, she said: “Our millennials are savvy, and rapidly aware of global leading brands. Quick fixes are out — it’s about education and prevention for the ladies of the GCC — [and] natural science-driven brands are our fastest growing segments currently.”
According to Project Byouty’s research, the clean beauty market regionally was estimated to be worth between US $2.25 and $2.5 billion in 2017 and they expect this figure to grow by about 15% over the next five years.