The newcomer

From a homemade passion, to a fully realised product, Reine Michi Beauty is a young beauty brand that advocates simplicity in skincare.

‘Reine Michi Beauty started as a personal project for me, when I went through a stage where I wanted to create everything I put on my body from scratch using simple and natural ingredients. My friends started asking me to make these products for them also and that’s when I realised there is a market for natural skincare products in the UAE. What makes Reine Michi Beauty different is our honesty and simplicity.’ For instance, Moisturising Sugar Scrub, her bestselling product, contains only three ingredients – sugar, coconut oil and lavender essential oil.

‘Living in the UAE, it was only natural that I would want to launch it here, [especially as] the UAE has a favorable climate for a small locallyowned business. The business was launched with the help of an Emirati partner and it is fascinating to see how locally owned businesses are championed. Everyone is rooting for you to succeed.

‘We have a home-field advantage,’ says Zainab. ‘Our target customers are based in the UAE and they can relate to the brand. There are already a number of exciting homegrown beauty brands that are creating buzz both home and abroad. It’s just a matter of time before the UAE becomes a global beauty hub. A lot of neighbouring countries view the UAE as a trendsetter. So once something starts to get some attention in the UAE, it spreads internationally.’