Powder, a UAE-based digital beauty boutique offers Middle East-based customers a rich selection of curated products from highly sought-after global brands. Powder also offers insights on ‘all things beauty’ through their informative blog and Editor’s notes on each product.

Following Powder’s long anticipated launch late last year, the online beauty retailer is now available in Arabic to customers across the region. The site promises a carefully-selected variety of skincare, haircare and cosmetics that not only meet but surpass the demanding expectations of a diverse Middle Eastern market. One of the Powder’s main objectives is to provide customers with as many honest, unbiased tips and advice on the products as possible, so that customers can make informed decisions tailored to their personal needs. Enquiries on personal recommendations from the founders are encouraged.

Powder strongly focuses on seeking out the most exciting brands from around the globe and making them readily available to the Middle Eastern consumer. One such Korean brand is CosRX, whose magical Acne Sticker Pimple Patch has risen to global cult fame and whose dedication to developing products with high concentrations of active ingredients, catering to all skin types, has earned them world-wide recognition. Another brand is Holistic Silk, whose handcrafted pure silk pillowcases and eye masks are as much an essential investment as they are luxury.

Other must-have brands available on Powder include NIOD, Oribe Haircare, Thank You Farmer, ILIA, Huxley and Coola, and even more exciting brands will debut later this year. The online store offers an array of organic and natural products in addition to a selective Korean (‘K-Beauty’) offering; trends which have been gaining momentum in the region.

“We are really passionate about great products, the kind you recommend to your friends and you look forward to using at the end of the day. Powder was born to make things easier for customers just like us – those who are looking for a regional platform to access lesser-known emerging brands in addition to trending products that don’t disappoint and that offer real solutions to all of our beauty problems. We also truly believe in the importance of educating our customers and providing them with the recommendations they need to make informed choices suitable for their skin types, lifestyles and preferences,” said Ayat Toufeeq, co-founder,


In line with the site’s ethos, Powder will be launching a K-Beauty selection box from this summer to make it easier for new customers to try a recommended editor’s selection of their Korean offering.

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