Signing exclusively with Ulta Beauty Middle East and becoming one of the retailer's top-selling beauty brands in under six months, Rosemin Beauty is carving out a whole new category in the region. Driven by the belief that the Middle East is home to extraordinary diversity, with one of the broadest ranges of skin tones and undertones, the brand is on a mission to make truly personalized makeup accessible to consumers for the first time. 

While many global brands have attempted to expand their shade ranges in the name of inclusivity, Rosemin Beauty is the first homegrown brand that places shade-matching at the core of its proposition, recognizing that even among Arabs, no two complexions are the same. From Arab and South Asian to African, Persian, and everything in between, undertones, skin textures, shades, and undertones differ significantly and require a level of precision and commitment that goes beyond just “offering more shades.” 

Resonating with consumers across Saudi Arabia, the UAE, and even the UK, the brand is recording steady 86% growth and plans to expand internationally and into the rest of the GCC by the end of the year, signaling an undeniable demand for beauty brands and products that are both represented in truly authentic ways and celebrate the uniqueness of living in and belonging to the Middle East. BeautyMatter caught up with founder Rosemin Opgenhaffen to understand how she aims to fill this gap in prestige beauty and the operational challenges that come with building a truly personalized makeup brand. 

Tell us about the ethos of the brand and the importance behind launching it. 

Rosemin Beauty was born from a simple belief: Makeup should work with your skin, not against it. After more than 25 years working with some of the world’s leading luxury beauty and fashion brands, I repeatedly saw women, particularly those with olive, golden, and deeper complexions, forced to compromise. Products were often designed for a universal consumer, leaving millions of women mixing shades, layering products, or accepting formulas that never truly matched their skin. This was me.

We created Rosemin Beauty to change that. Every product is developed with intention, solving real beauty concerns through intelligent formulations that combine high-performance makeup with skincare benefits.

Who is the Rosemin Beauty woman, and what makes her so different and unique from other beauty consumers?

The Rosemin Beauty woman is confident, accomplished, and intentional. She isn’t chasing every beauty trend; she’s investing in products that genuinely improve her daily routine.

She may be building a business, leading a company, raising a family, or balancing all three. She values quality over quantity and believes luxury should simplify her life rather than complicate it. Incredibly informed, she understands ingredients, formulation technology, and undertones, and expects products to perform beautifully while respecting her skin.

She also represents one of the most culturally diverse consumers in the world. The Middle East brings together Arab, South Asian, African, European, and international communities, creating an incredibly sophisticated beauty customer with complex shade requirements that the beauty industry has often overlooked

What gap in the market did you identify and aim to fill through Rosemin Beauty? What was missing, and how does Rosemin Beauty meet those consumers where they are?

For years, beauty categorized women into broad shade groups, but complexion is far more nuanced than simply light, medium, or dark. The biggest gap wasn’t just shade diversity; it was undertone intelligence.

Women across the Middle East frequently have olive, golden, neutral, or warm undertones combined with pigmentation, dark circles, and uneven skin tone caused by sun exposure or genetics. Many products either looked too pink, too orange, or too ashy once applied.

Our hero product, the Daily Radiance Correct & Conceal Duo, was designed specifically around correcting these concerns while maintaining a skin-like finish. Instead of masking the skin, it enhances it. Our philosophy is what we call “intelligent coverage”: using less product to achieve better results. 

Rosemin Beauty is available exclusively through Ulta Beauty Middle East. Why did you choose Ulta Beauty as your retail partner, and what makes them the perfect choice for a brand like yours?

Ulta Beauty Middle East immediately understood our vision. I have fond memories of shopping at Ulta Beauty in Buckhead, Atlanta, and being totally mesmerized by the selection of beauty products whenever I visited family there. 

Ulta Beauty recognizes that consumers are looking for brands built specifically around their needs rather than adapting products created for other markets. They have built an exciting, one-of-a-kind destination that brings together prestige, innovation, and accessibility, allowing discovery while maintaining a premium experience.

Additionally, their commitment to education, customer service, and personalized consultations perfectly complements our own philosophy. Because for us retail isn’t just about shelf space—it’s about creating meaningful conversations with consumers, and Ulta Beauty shares that mindset.

Personalization is such a big part of the brand, particularly when it comes to shade-matching and undertones. What were some of the financial and operational challenges involved in bringing this idea to life?

Creating personalized beauty is significantly more complex than launching a traditional product range. Each shade requires separate formulation work, stability testing, manufacturing, inventory planning, and forecasting. We worked with a brilliant developer from New York, and she understood how to translate my vision.

As an independent founder, every additional shade represents considerable investment before a single product reaches consumers. Operationally, education is equally important, and retail teams need to understand undertones rather than simply matching depth of color. But I never wanted to compromise by reducing our shade offering simply because it was commercially easier. True inclusivity requires commitment, not marketing language, and I believe consumers recognize authenticity and reward brands that are willing to invest in solving real problems. 

What makes the Arab beauty consumer so different from consumers in other markets?

The Arab beauty consumer is one of the most sophisticated in the world. Beauty here isn’t viewed as occasional or seasonal; it's deeply embedded within culture, hospitality, celebrations, and everyday life. Consumers here are incredibly knowledgeable, highly digitally connected, and exceptionally discerning. They’re willing to invest in premium products, but only if those products genuinely perform.

They’re also remarkably influential. Trends travel quickly across the region through family networks, social media, and community recommendations, making trust one of the most valuable currencies for any beauty brand.

Were there any misconceptions about Arab beauty consumers that you had to unlearn while building Rosemin Beauty?

One of the biggest misconceptions is that Arab beauty is about heavy makeup. In reality, what many women want is flawless-looking skin. The focus has shifted dramatically toward complexion products that enhance rather than conceal.

Consumers are increasingly ingredient conscious, skincare educated, and interested in achieving a natural, radiant finish that lasts in challenging climates. For them, luxury today isn’t about wearing more makeup; it's about needing less because every product works harder.

What trends have you noticed around how Arab and Middle Eastern consumers choose and shop for makeup products today? How has it changed or evolved over the years?

Today’s consumer researches extensively before making a purchase. She watches tutorials, compares reviews, studies ingredient lists, and seeks recommendations from creators she genuinely trusts. We’re also seeing a significant shift toward curated beauty wardrobes rather than extensive collections.

Consumers increasingly prefer fewer products that perform multiple functions exceptionally well. And there’s also growing pride in supporting regional founders who understand local skin tones, lifestyles, and environmental conditions.

People here want brands that feel authentic rather than simply translated or adapted for the region.

What are some of the non-negotiables for these consumers, and what is the key differentiator drawing them to Rosemin Beauty?

Performance is non-negotiable. Products must withstand heat, humidity, and long working days without compromising comfort or appearance. Consumers also expect skincare benefits, long wear, lightweight textures, and shades that genuinely disappear into their skin.

Our biggest differentiator is that we developed products from the perspective of the Middle Eastern consumer, not adapting an existing global formula afterward. Every decision from undertones to textures started with her, and that changes everything.

Have there been any surprises in the response to Rosemin Beauty since its launch? What has resonated most strongly with consumers?

What has surprised me most is the emotional response. Women tell us they finally feel seen. In this short time frame, we have seen repeated purchases, and customers say this is the first time they’ve found a complexion product that doesn’t require mixing two or three shades. Others tell us they use less makeup overall because our formulas look like their own skin. So they save time, and their skin looks flawless. 

These conversations are incredibly rewarding because they validate exactly why we started the company. Beyond product performance, consumers also appreciate that Rosemin Beauty is founder led and built with authenticity rather than trends.

Were there any brands, founders, or businesses that inspired you when building Rosemin Beauty?

I’ve always admired founders who challenge established categories rather than simply competing within them. Brands that create genuine innovation through product development rather than marketing have always inspired me. Working across luxury beauty for over two decades also taught me that exceptional brands are built through consistency, craftsmanship, and patience.

Ultimately, though, my greatest inspiration came from the women I met throughout my career. Listening to thousands of real conversations about what wasn’t working gave me far more insight than any trend report ever could.

Looking ahead, what’s next for Rosemin Beauty? Are there any exciting new partnerships, launches, or growth plans that you can share with us?

This is only the beginning. Our vision is to build one of the world’s leading beauty brands, developed with Middle Eastern women at its heart but embraced globally. We’ll continue expanding our thoughtfully edited collection with products that solve real consumer needs rather than chasing seasonal launches.

International expansion remains a major priority, alongside strengthening our presence across the GCC. Most importantly, we’ll continue investing in intelligent product development because I believe the future of beauty isn’t about offering consumers more choices; it's about offering them smarter ones.