Beauty Spotlight
Every month, we will share an insight into Ali Bin Ali Beauty, a new venture changing the beauty scene in the GCC. From thoughtfully curated brand narratives to expert-led insight, the series explores modern rituals, intelligent formulation and a more considered approach to self-care. Don’t miss out!
Brooke Bergé, Division Manager at Ali Bin Ali Beauty, explains further.
OHLALA – Ali Bin Ali is well known for its diverse portfolio across multiple industries. In 2026, the group is introducing Ali Bin Ali Beauty. Can you tell us about the vision behind this division and how it reshapes the beauty landscape in the GCC?
Brooke Bergé – Ali Bin Ali Beauty was conceived as a response to a clear shift in how beauty is understood today, more conscious, more informed and future-forward. Our vision is to curate a portfolio spanning skincare, body care, hair care, men’s grooming, oral care, supplements, feminine hygiene and baby care, approached through a truly holistic lens. Each category has been carefully selected, reflecting our belief that beauty and well-being are inseparable. We champion brands that unite performance with integrity, where scientific excellence, safety and responsibility coexist. Through education, ingredient transparency and curated storytelling, Ali Bin Ali Beauty seeks to elevate everyday rituals into something purposeful, enduring and quietly luxurious. Our ambition is to redefine what clean luxury means in the GCC, not as a trend, but as a new benchmark.
OHLALA – Clean beauty has evolved significantly over the past few years. How does Ali Bin Ali Beauty approach brand curation today?
Brooke – For us, clean beauty goes beyond ingredient exclusions. It is a philosophy grounded in transparency, scientific discipline and accountability. Every brand we introduce is evaluated through a rigorous internal framework that examines ingredient integrity, formulation philosophy, clinical validation, sustainability practices and long-term vision. Ethical sourcing, conscious packaging and genuine environmental and social responsibility are nonnegotiable. We are drawn to independent innovators, boutique maisons and cult brands that deliver uncompromising performance with intention. This disciplined approach positions Ali Bin Ali Beauty as a trusted gateway to next-generation luxury, where refinement and responsibility coexist.
OHLALA – As the Division Manager for Ali Bin Ali Beauty, can you tell us more about your professional background and the experience you bring to the company?
Brooke – I have extensive international experience across luxury beauty, wellness and professional spa channels. My background spans global retail strategy, education and high-performance skincare development. My expertise will allow the division to shape a strong, credible narrative built on expertise, modern beauty science and consumer clarity. Our approach blends luxury know-how with a deep understanding of formulation integrity and long-term skin health.
OHLALA – Which brands will you be introducing to the GCC and why were they chosen?
Brooke – Our inaugural portfolio introduces a considered selection of international brands that exemplify clean innovation and elevated results. These include Ayuna from Spain, Cinq Mondes from France, Vitaman from Australia and Le Rouge Français, renowned for its pioneering use of botanical pigments. Each was selected for its scientific integrity, sensorial intelligence and commitment to sustainability. Together, they form a portfolio that feels refined, responsible and inherently forward-thinking.
OHLALA – With winter causing dehydration and dullness, how important is hydration for skin health, and what solutions do you recommend?
Brooke – Hydration is a cornerstone of optimal skin function. Beyond aesthetics, it is fundamental to maintaining barrier integrity, cellular communication and overall cutaneous resilience. During winter, reduced humidity and cold air compromise the stratum corneum, increasing transepidermal water loss and leaving the skin physiologically vulnerable. The answer lies not in superficial moisturisation, but in strategic barrier restoration. We recommend prioritising hydrating treatments, lipid-replenishing creams and formulations that support the skin’s microbiome and natural repair mechanisms. Ayuna offers exemplary winter solutions: Cream II delivers biomimetic nourishment that restores comfort and elasticity, Essence rehydrates and reactivates cellular vitality, while Nectar functions as a final protective phase, creating a breathable seal that preserves hydration and shields the skin throughout the day.
OHLALA – What would be the ideal beauty routine for this time of the year?
Brooke – An effective winter routine is rooted in physiological respect for the skin. It should prioritise hydration, protection and controlled renewal, rather than aggressive intervention. A gentle cleanser preserves barrier lipids, followed by a hydrating treatment such as Ayuna Essence to restore water balance and cellular efficiency. A replenishing cream such as Cream II or Cream III [J] reinforces the lipid matrix and supports barrier recovery, while a finishing application of Nectar completes the ritual by sealing hydration and protecting the skin from environmental stress. Together, these steps maintain equilibrium, calm inflammation and sustain a refined, luminous complexion throughout the season.
OHLALA – This season is also a perfect moment to work on recovery. How can the skin be reset after prolonged exposure to heat and humidity? Which Ayuna products do you recommend and where can they be found?
Brooke – Winter offers an ideal biological window for skin recovery. With reduced thermal stress and UV exposure, the skin is better positioned to recalibrate and repair. The focus should shift toward soothing inflammation, restoring lipid balance and supporting intrinsic regeneration. Ayuna Balm is particularly effective for skin that feels reactive, depleted or sensitised, delivering immediate comfort while reinforcing barrier resilience. For more profound replenishment, Cream II provides a rich, restorative treatment that visibly improves suppleness, luminosity and skin comfort. Ayuna will be available in professional spa environments and select premium retail destinations across the GCC.
OHLALA – Each skin type has different requirements, but can you share universal tips to help lock in moisture during winter?
Brooke – Moisture lasts longer when products are applied on slightly damp skin and layered with intention. Hydrating treatments such as Ayuna Essence create the first layer of moisture. Rich creams like Cream II maintain hydration throughout the day. Nectar used as the final step creates a soft, breathable seal that protects the skin and keeps hydration locked in. Small habits like avoiding over-cleansing and using a humidifier at home also help the skin remain balanced in colder weather.