Singapore-based luxury organic makeup brand Liht Organics announced that it has signed a strategic partnership with His Excellency Sheikh Abdulaziz bin Duaij bin Khalifa al Khalifa’s Private Office as part of its MENA region expansion plan.
The Private Office facilitates independent business development, consultancy and advisory to inform and empower small and medium enterprises (SME) to accelerate their growth in the GCC region with a special focus on the Kingdom of Bahrain and the United Arab Emirates (UAE).
The Sheikh’s office also works closely with startups, corporations, agencies and government agencies in a bid to support new growth opportunities in collaboration with its global network of partners and affiliates.
Liht Organics’ makeup line expansion plan comes at an opportune time with the ballooning of the UAE cosmetics industry, which is expected to cross the US$3 billion mark by 2025.
The unprecedented growth trajectory is largely attributed to the increasing demand particularly from the youth population as well as the growing adoption of western culture and lifestyle.
According to Liht Organics’ spokesperson, the expansion strategy is also in line with the region’s growing beauty retail sector which is driven by consumers’ awareness of product safety and sustainability, coupled with the trending preference for clean beauty products across the country. In the wake of the pandemic, consumers are now more concerned than ever on matters to do with health and safety – driving the demand for premium organic beauty products that are made with safe formulations and that don’t waiver on product efficacy either.
“The UAE has now become a hub for organic beauty solutions as more consumers are constantly demanding high-performance premium organic beauty products. This historic partnership with His Excellency Sheikh Abdulaziz bin Duaij bin Khalifa al Khalifa’s Private Office will give us the much-needed edge to further penetrate the market and ensure that the UAE woman has access to authentic organic and vegan makeup that gives her a peace of mind and confidence without damaging her skin,” said Nerissa Low, founder and CEO, Liht Organics.
Commenting on the strategic partnership, H.E. Sheikh Abdulaziz commended Liht Organics for their commitment to producing safe organic makeup products that are vegan, cruelty-free and gluten-free as well. He also lauded the brand for consistently advocating for women empowerment, social well-being and conscious living.
“We are proud to be partnering with Liht Organics - a makeup brand that strongly believes in providing the modern woman with the safest makeup products without compromising on performance. We are confident that this partnership will strategically position Liht Organics in the market especially in the wake of the emerging need for clean beauty now that the world is faced with huge and urgent changes,” said H.E. Sheikh Abulaziz.
Launched in 2019, Liht Organics has positioned itself as a premium organic & vegan makeup brand that aims to provide a luxurious makeup experience through its inclusive array of high-performance, ultra-nourishing and guilt-free makeup.
Liht Organics’ formulations are free of nanoparticles and harmful or synthetic chemicals, and is made with up to 90 percent USDA-certified organic ingredients that are sourced ethically and are farmed responsibly.