A new beauty brand has entered the UAE market, founded by Lebanese entrepreneur Elige Farah. MOI Beauty made its debut on March 15, 2026, introducing a range of products it describes as “clean beauty” that balances performance with simplicity.
The brand has launched with a collection of lip products at its core. The hero offering is a range of long-wear Lip Stains, available in four shades – First Skin, Take Lead, She Lasts, and Unstoppable.
The formula combines high-performance pigment with nourishing oils and conditioning ingredients to create what the brand calls a “hydrating stain” that delivers a satin finish without dryness, cracking, or heaviness. The colour is transfer-resistant and sits on the lips without feeling flat or overly glossy.
MOI Beauty UAE launch: Four long-wear lip stains built for heat and humidity
The lip stains are complemented by a Cranberry Lip Scrub, a dual-ended Lip Exfoliator Brush, and a Cleansing Oil – together forming what MOI Beauty refers to as a “signature lip routine.”
MOI Beauty says its products have been developed with the region’s environment in mind. The formulas are designed to perform under the heat, humidity, and pollution levels that characterise the Middle East, with a focus on hydration, nourishment, and durability under those conditions.
The brand has also positioned itself around what it calls “radical transparency,” citing a commitment to ingredient sourcing, compliance with Dubai Municipality regulations, and cruelty-free development.
Elige Farah, who founded the brand as a female entrepreneur, said the ethos behind MOI Beauty is rooted in function over pressure.
“Moi Beauty was created to support women in their everyday lives, not add to the pressure. As a female founder, building this brand is about creating something that feels real, intentional, and connected to a community of women who are constantly evolving,” Elige Farah said in a statement.
