Brows that stay flawless all day and eyes that catch the light with every blink SHEGLAM is expanding its beauty lineup with the launch of two new must-have products designed to simplify everyday glam, the SHEGLAM Brow-Fection Micro-Stroke Liquid Penand the SHEGLAM Crystal Jelly Glaze Stick. The&#...
Read Full Article →
Spotted on your feed and saved for later - Baneen’s radiant glam from our Ramadan Beauty Series is the glow everyone’s still talking about. Streaming on TikTok and Instagram via @benefitmiddleeast , the series brought together some of the region’s most loved faces - each revealing their signature look using Benefit Cosmetics ic...
Two new cheek obsessions. Five shades each. Endless moods. At Benefit Cosmetics, we believe blush is never just blush - it’s mood, movement, glow and personality in a single swipe. This season, we’re turning up the cheek with two irresistible new blush formulas designed to match every vibe: meet Juice Stick for juicy dewy radiance an...
A new hair styling essential is about to land. SHEGLAM is launching the SHEGLAM HAIR One Touch Airflow Styler Pro , the fastest, easiest, safest, most versatile and most hair-friendly curler the brand has ever created. From curlers that take forever to heat up to styles that drop before leaving the house, achieving long-lasting curls has often r...
March 12, 2026 - Ramadan is the month where everything becomes more intentional. What you eat. How you spend your time. Who you gather with. Even your beauty routine tends to shift. Heavy layers fall away, leaving only what truly works. SHEGLAM’s curated Ramadan hero edit is built for minimal touch-ups and suhoor-to-iftar wear. Think fewer...
The SHEGLAM Ramadan Gift Box features fan-favorite SHEGLAM essentials curated for Ramdan gifting and Suhoor-to-Iftar routines Five full-size must-haves designed for effortless day-to-night beauty Created to deliver long-wear performance from early mornings through late-night gatherings An ideal ready-to-gift edit for iftar hosts, sisters, friend...
This Ramadan, beauty meets storytelling. At Benefit Cosmetics, we're celebrating the spirit of togetherness, confidence, and feel-good glam with something extra special - our Ramadan show, created exclusively for the region and starring 8 of the Middle East's most loved influencers. Starting February 18, we're rolling out 4 feel-good episodes, a...
Originally called The Face Place, Benefit was founded by Jean & Jane Ford, twin sisters from rural Indiana with a knack for breaking rules, a passion for people, and a love for all-things beauty. The brand was built as an alternative to the traditional, impersonal, unapproachable beauty brands of the time, in a quest to shake up the status quo a...
This Valentine's Day, love is in the little things-fluttery lashes, sculpted brows, sun-kissed cheeks, and gifts that feel as good to give as they do to receive. Whether you're shopping for your bestie, your Valentine, or treating yourself (because self-love always wins), Benefit Cosmetics has curated the ultimate Valentine's Day gift guide fill...
A female founded niche fragrance brand where memory takes form through scent Dubai, UAE, January 2026 - In a region where fragrance is deeply woven into identity, ritual, and emotional expression, a new homegrown niche fragrance house emerges. Emma Hamsa launches The First Light, a debut collection of Extrait de Parfum shaped by memory, family l...
SHEGLAM heads into the new year with the launch of two new complexion heroes designed to sync with real skin, real days and real routines. Meet the SHEGLAM Skin Sync Satin Foundation and the SHEGLAM Melt Touch Ultra-Hydrating Primer, a dream duo created for velvety, hydrated, glass-skin energy from the first swipe to the last selfie. The SHEGLAM...
Soft, flushed, glowing, and effortlessly romantic - Soft Girl Makeup has been making waves on social media since the beginning of the year, and all signs point to the trend continuing well into 2026. Defined by a delicate, feminine approach to beauty, this viral aesthetic celebrates radiant skin, blush-forward cheeks, luminous highlights, and so...
It’s cold, so people stop wearing SPF. That’s usually when pigmentation starts creeping back. Across the UAE, dermatologists say they see the same winter pattern every year. As temperatures drop and outdoor season begins, clinics report a rise in pigmentation flare-ups, irritated skin and noticeable dehydration. The assumption is tha...
Beauty lovers are taking a nostalgic scroll down memory lane - and we’re here for it! The viral “2016 vs 2026 makeup” trend has taken over social feeds, spotlighting just how much our beauty routines (and brow philosophies) have evolved over the last decade. At Benefit Cosmetics , we love seeing how makeup trends shift - and ho...
January 14, 2025 - SHEGLAM proudly unveils its latest lip essential: Silk Slip Lip Oil Balm , a modern hybrid designed to meet the everyday beauty needs of the GCC consumer. Created for effortless wear and all-day comfort, Silk Slip Lip Oil Balm combines the nourishment of a lip balm with the glossy payoff of a lip oil. The formula melts seamles...
Dubai, United Arab Emirates, 19th January 2026: The global fragrance house Fragrance World marked a historic milestone as it celebrated its presence in more than 150 countries with a grand opening ceremony at Expo City Dubai. The journey of Fragrance World traces back to 1988, when its Founder and Chairman, Poland Moosa, established his first co...
At Benefit Cosmetics, pores are our thing. From primers to skincare, we've built our expertise around one mission: making pores look their absolute best. Introducing The POREfessional Degunker, the latest launch to join our iconic Pore Care Family, designed to remove impurities, target blackheads, and visibly clear pores for instantly satisfying...
At Benefit Cosmetics, pores are our thing. From primers to skincare, we've built our expertise around one mission: making pores look their absolute best. Introducing The POREfessional Degunker, the latest launch to join our iconic Pore Care Family, designed to remove impurities, target blackheads, and visibly clear pores for instantly satisfying...
Glitz and glam is more than a look-it's a holiday state of mind. It's radiant skin that looks flawless under festive lights, eyes that shimmer with every movement, and a bold lip that instantly elevates your confidence. This season is all about embracing high-impact beauty with feel-good formulas that last as long as the celebrations do. A Flawl...
The '90s called...and we picked up immediately. At Benefit Cosmetics, we're forever living for a trend comeback, and this season's viral obsession-the iconic 90's makeup look-is officially back in full swing. Think matte skin, skinny brows, shimmery lids, and the dreamiest nude lips. And because we're always one step (and one brow pencil) ahead,...
Step aside - the King Kylie era is officially back, and socials are living for the full, sculpted, ultra-snatched brow moment. And guess what? Kylie Jenner herself has been spotted using Benefit Cosmetics products to create the brow look everyone is recreating. As the global brow authority (and your forever beauty bestie), we're here with the of...
SHEGLAM invites beauty lovers across the GCC to step into a new hair universe with the regional launch of SHEGLAM Hair, its newest category dedicated to empowering self-expression through trend-driven styling tools and innovative hair essentials. Now officially available across Saudi Arabia, the UAE, Qatar, Kuwait, Bahrain, and Oman, the line br...
TikTok's latest obsession? The Cold Girl makeup look-soft, flushed, frosty, and perfectly winter-ready. And because Benefit Cosmetics is always ahead of the trend, we've curated the ultimate lineup to help you recreate that "just stepped out into the December chill" glow. Think glistening skin, pinky cheeks, and naturally effortless beauty that ...
Celebrating 74 Years of Craftsmanship, Heritage & Innovation Dubai, United Arab Emirates - November 27, 2025: This UAE National Day, Ajmal Perfumes pays tribute to a nation that transformed dreams into reality through courage, unity, and an enduring vision. As the UAE proudly marks its 54th National Day , Ajmal Perfumes reflects on its own journ...
Get ready to treat your pores like royalty! Benefit Cosmetics just added a brand-new service to the brow & beauty lineup - GOOD PORE DAY! Available now at all Benefit Cosmetics Boutiques and Sephora stores across the UAE and Saudi Arabia, it's the perfect quick facial to prep your skin for the holidays ahead. In just 30 minutes, your skin will f...
SHEGLAM unveils its latest beauty must-have: the Glass Lock Air Gloss, a next-generation lip glaze that delivers a mirror-like, juicy shine with the comfort of a weightless formula and the endurance of a long-wear product. Meet your gloss goals with SHEGLAM Glass Lock Air Gloss: a transfer-resistant lip glaze that gives your lips a glass-like br...
This holiday season, we invite you to step into Beneland-a whimsical world where beauty meets play. Inspired by the thrill of games and the joy of gifting, this year's collection brings together our most-loved icons in sets designed to surprise, delight, and glam up your holidays. With playful packaging, winning combos, and a touch of pink magic...
UAE-born Armaf Beaute launched skin-enhancing, inclusive makeup at Beautyworld ME Armaf Beaute, the makeup division born from the legacy of Armaf and Sterling Group, recently unveiled at Beautyworld Middle East in Dubai as it accelerated regional expansion and introduced its skin-enhancing, inclusive product range. The global cosmetics market wa...
The World's #1 Brow Brand Does Services In the heart of the Middle East-where beauty isn't just admired, it's a way of life-Benefit Cosmetics reigns supreme as the #1 brow brand in the world. Bringing its brow expertise to Benefit boutiques and Sephora stores across the region, Benefit offers a lineup of transformative brow services that'll take...
Get ready to tint your way to K-beauty perfection! The K-beauty lip look has officially gone global-and we're so here for it. You've definitely seen it all over your feed: that soft, diffused pop of color right in the center of the lips that fades beautifully towards the edges. It's chic, effortless, and just a little bit flirty-basically, every...