From Kosas to Rhode and Touchland, we’ve created a round-up of the cult beauty brands you need this summer.
Kosas
Kosas
Kosas is clean beauty with serious credentials. Founded by Sheena Zadeh-Daly, this California-based brand merges skincare with makeup for a hybrid approach that suits modern routines. Its cult-favourite Revealer Concealer does more than cover — it brightens, hydrates, and smooths, thanks to a formula packed with caffeine, peptides, and hyaluronic acid.
The Wet Lip Oil Gloss and Cloud Set Setting Powder are equally beloved, offering performance without compromising skin health. What makes Kosas stand out is its skin-first mindset and effortless finishes — all while staying inclusive, cruelty-free, and easy to wear. Available at Sephora Middle East, Glamazle, and Gomyz.
Saie
At the forefront of the “clean girl” aesthetic, Saie is the beauty brand for those who want glow without the guilt. Founded by former Estée Lauder exec Laney Crowell, Saie prioritises sustainability, clean ingredients, and transparency — all packaged in sleek, Instagram-ready tubes.
Hero products like the Glowy Super Gel and Slip Tint SPF offer a luminous, barely-there finish that’s ideal for summer days and desert climates alike. Saie isn’t about covering up; it’s about enhancing what’s already there. With a loyal following on TikTok and across celebrity circles, the brand is now making waves in the UAE — available through Sephora Middle East and local e-retailers.
Asteri
Proudly born in the region, Asteri is a Saudi beauty brand gaining attension for its skin-first philosophy and climate-adapted formulas. Founded by Sara Al Rashed, Asteri blends high-performance actives with clean, vegan formulations, designed specifically for the Middle East’s harsh sun, humidity, and pollution. Its standout product? The Supernova Serum Foundation, which combines skincare and lightweight coverage in a formula that stays put through the region’s hottest months.
With its sleek aesthetic, empowering message, and inclusive tone range, Asteri is redefining what Arab beauty looks like — and giving international brands serious competition. Available online in the UAE, it’s fast becoming a regional beauty hero.
Simihaze
Twin sisters and influencers Simi and Haze Khadra have translated their creative, fashion-forward energy into Simihaze Beauty, a brand made for bold expression and quick impact. Combining playful packaging with pro-level performance, their Velvet Blur Matte Lip Balm and Solar Tint Blush Duo have become favourites among cool-girl crowds. Each product is designed for intuitive use — ideal for on-the-go glam or creative layering.
The aesthetic is part retro-futurism, part Middle Eastern minimalism — a refreshing mix that speaks to the next generation of beauty lovers. Available at Sephora Middle East, Simihaze Beauty is one of the most exciting Gen-Z-led brands to land in the region.
Byoma
Byoma is the skincare disruptor that’s taking the internet — and vanities — by storm. With its barrier-focused approach, the UK-based brand is all about restoring skin health with ceramides, niacinamide, and gentle actives. The Moisturising Gel Cream and Hydrating Serum are cult favourites, designed to simplify your skincare routine without sacrificing efficacy.
Colour-coded packaging and transparent ingredient lists make Byoma especially appealing to Gen Z and skincare newbies, but its results-driven formulas have won over even seasoned beauty lovers. Available through Cult Beauty and global shipping platforms, it’s the kind of brand that delivers more than it costs — a rare feat in today’s saturated market.
Rhode
Founded by Hailey Bieber, Rhode is the blueprint for modern minimalism in skincare. The now-viral Peptide Glazing Fluid and Barrier Restore Cream are core to Hailey’s now-famous “glazed doughnut” skin look, and they deliver on their promise of dewy, healthy skin.
The line is intentionally concise, free of fragrance and fillers, and focused on barrier repair — a message that’s resonated with young consumers worldwide. Rhode’s sleek packaging, affordable luxury positioning, and influencer backing have turned it into a cult must-have. Now available in the UAE via Cult Beauty and selected e-commerce platforms, Rhode is fast becoming the go-to for skincare minimalists with maximal glow.
Touchland
Meet Touchland — the cult beauty brand redefining the humble hand sanitiser into a stylish, skincare-forward essential. Beloved by celebrities and beauty insiders alike, Touchland’s signature Power Mists combine sleek, capless packaging with mood-lifting scents developed by fragrance house Givaudan. These chic sprays hydrate while they sanitise, offering a sensorial ritual in every spritz.
Launching exclusively in the Middle East at Sephora, the brand arrives with six key scents, including fan-favourites like Rosewater, Rainwater, and Beach Coco. Beyond their skincare benefits and aesthetic appeal, Touchland’s products are award-winning and instantly Instagrammable, making them the ultimate handbag accessory. With new body and hair mists on the way, Touchland continues to elevate everyday hygiene into an indulgent, joy-filled moment of self-care.
