While clean beauty has become mainstream in Western beauty markets in the Middle East and Asia, the concept of clean is still a nascent category. Organic, Natural & Clean Beauty – MENA Market Report 2023 found the region has one of the highest per capita spends ($247) in the world on beauty and personal grooming and that the clean beauty industry in the six Gulf Cooperation Council (GCC) nations will be worth $2.6 billion by 2025.Ex-Amazonian Anisha Oberoi has built a unique framework committed to "people, planet, and purpose" to harness the opportunity. Founded in 2020, Secret Skin is often called the "Goop of the Middle East." The award-winning e-commerce discovery platform connects globally conscious brands to beauty consumers in the Middle East.While the concept of "conscious consumption" is new, it's growing fast. Oberoi believes in a gentle touch, opting for creative communication to encourage adoption rather than the fearmongering we saw in the early days of clean in Western markets. Secret Skin's mission is to raise awareness about "clean beauty," mindful consumption, and women’s health in the region.BeautyMatter sat down with Oberoi to discuss her hybrid model and dive into what makes the beauty consumer in the Middle East tick.Can you share a bit about your background and your impetus for launching Secret Skin?I was part of the founding team at Amazon that launched the Fashion and Beauty categories in India and Australia, before I moved to the United Arab Emirates (UAE).