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The Battle to Become ‘the Next Huda Beauty’

Middle Eastern brands founded by Arab influencers and makeup artists are making a splash in cities like Dubai, where global beauty players are hunting for the next big thing from the region.
Dubai-based Hindash Cosmetics beauty campaign. Hindash Cosmetics.
Dubai-based Hindash Cosmetics beauty campaign. Hindash Cosmetics.
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BoF PROFESSIONAL

When Dina Sidani heard about a skin care start-up that patented the use of compounds from a plant native to the Arabian Desert which is said to harness hydration in one of the harshest climates on the planet, she jumped at the chance to work with the Abu Dhabi-based firm.

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