Across the Middle East, beauty brands are proving that luxury and responsibility can go hand in hand. Bushra Hakim spotlights regional brands leading the way.
Beauty isn’t just about how you look on the outside anymore; it’s also about what you stand for. From the creams we apply to the perfumes we wear, the brands we choose are a reflection of our values just as much as our style. In the Middle East, a quiet revolution is happening, where local brands are proving that luxury, efficacy and environmental responsibility can coexist. These brands are rethinking ingredients, packaging and production, merging science with the region’s rich heritage and culture. Here is a list of the ones leading the way in redefining what ‘green’ beauty looks like.
Amouage, Oman
Known for crafting some of the world’s most complex perfumes, Amouage has also become a steward of one of Oman’s most precious natural resources: frankincense. In partnership with the Ministry of Heritage and Tourism, the brand now harvests Boswellia sacra trees in Wadi Dawkah, a UNESCO World Heritage Site. The project not only safeguards sustainable sourcing but also employs and trains harvesters in traditional harvesting skills. With FairWild certification, each drop of frankincense is traceable and ethically collected. By investing in heritage and biodiversity, Amouage demonstrates how a luxury house can work with responsibility.
@amouageofficial
Arcadia, UAE
Arcadia by Amna is all about sustainability. Every perfume is cruelty-free, handcrafted locally and made using high-quality ingredients that are safe for both people and the environment. Packaging is designed to minimise waste, which is why bottles are reused during production, and all pouches are made from natural fabrics that can be repurposed. Even small details, like the omission of magnetic caps in favour of steel closures, reduce unnecessary materials. Beyond perfumes, their candle holders for Bakhoor and Midkhan are handmade using recycled cement and reused steel, supporting local artisans while keeping the ecological footprint low.
@arcadiabyamna
Asteri Beauty, Saudi Arabia
Asteri Beauty has been steadily gaining recognition across the Middle East for combining bold, high-performance make-up with a strong commitment to sustainability. It recently received its B Corp certification for meeting strict social and environmental standards, balancing accountability and transparency. Over 70% of its products use post-consumer recycled materials, with refillable options and FSC-certified (Forest Stewardship Council) cartons, while all sourcing is cruelty-free and ethical. Beyond its vegan formulas and mindful production, Asteri invests in community engagement and celebrates Arab heritage through design and storytelling.
@asteribeautysa
Green Bar, Bahrain
Founded by Reem Al Khalifa, Green Bar is one of the first homegrown brands in Bahrain to put natural skincare at the forefront. Every soap, oil and cream is handmade using botanicals grown in her family garden or sourced from local farmers, reducing the footprint of imported ingredients while supporting community livelihoods. The formulas avoid synthetics, leaning more on botanicals like mint, rose and mulberry, boosted with the richness of mango and shea butter. The packaging remains minimal to reduce waste, while the brand’s café extends its ethos of wellness from skincare to plant-based dining. It’s a holistic model of sustainability, rooted in the land.
@greenbarshop
Mariam Em, UAE
This Emirati skincare label is small but serious about the welfare of our planet. Mariam Em utilises post-consumer recycled (PCR) plastic in its packaging, avoids unnecessary promotional materials and is transitioning towards refillable systems to minimise waste. On the formulation side, the brand embraces a simpler, cleaner ingredient list inspired by local botanicals, such as the Sidr tree (Ziziphus Spina-Christi), a desert plant prized for its healing qualities. The result is skincare that is both effective and mindful of its environmental footprint, with transparency at its core. By focussing on what’s inside the bottle as much as outside, Mariam Em sets a clear example of modern green beauty in the region.
@mariamem.ae
Torba Naturals, Qatar
Torba Naturals is built on a true farm-to-bottle philosophy, with many of its ingredients grown on the brand’s own permaculture farm in Qatar. Founded by twins Mohammed and Fatma Al Khater, it revives native plants and traditional remedies, transforming them into clean, chemical-free skincare, wellness and home essentials. Thoughtfulness runs through every stage: crops are cultivated using regenerative agriculture, packaging is refillable or plastic-free, and collaborations with local artisans and farmers strengthen the community around them. The result is a brand where beauty and well-being remain closely tied to the land itself.
@torbanaturals