Founded by Arooba Anwar, an advocate for the feel-good factor of self-expression and empowerment, Arooba Beauty, the brand-new make-up line is celebrating its launch with two signature eyeshadow palettes formulated with clean, vegan and cruelty-free ingredients.

Choose from Polished Princess or Desert Goddess, luxurious handcrafted palettes featuring 10 colours, four textures, two quads, a mirror, and dual ended brush.

Containing rare botanical actives; beetroot and tuberose, and precious plant oils; passionflower oil, sunflower oil and jojoba, each colour is a one-of-a-kind creation blended in an artisanal lab and manufactured in small batches using advanced skin-loving ingredients.

“I am so happy to be launching my brand in the UAE and I’m looking forward to seeing your feedback and authentic make-up looks. Please tag us on social media.” Arooba shares.

The brand’s mission is to not emulate beauty ideals, rather the intention is to make women feel special, and empowered to celebrate their unique look. “This is about positivity, personal fulfilment, and having fun.”

“Launching Arooba Beauty has been a journey of life experiences from my childhood memories of painting my mother and sister’s faces, to creating my own product in the lab. I have been an avid consumer, reader and researcher of beauty, travelling with my family always involved visiting beauty stores, spas and developing a deeper appreciation and understanding of products and treatments.” Founder, Arooba explains.

“I knew I wanted to create a brand and community that could be a place of self-expression, empowerment and artistry. So here we are, Arooba Beauty; a new world of powerfully transformative inside-out beauty. I believe that make-up can reveal your inner beauty. It is mood enhancing, confidence building, restorative, and comforting. 

Arooba admits that from a young age, she identified the power and confidence wearing red lipstick gave her. “I felt I could conquer the world, face pressure, rise to the occasion and feel empowered – whether that was sitting an exam or handling myself in an overwhelming social scenario. Make-up gave me a moment to centre myself and restore poise. I want to share that empowerment.”

“Feel confident in your own skin and be iconic”, Arooba says, “This is at the heart of Arooba Beauty and the meaning of the brand tagline, ‘MAKE UP AN ICON’. The icon in the mirror is you. We can’t wait to get to know your more and hear your stories as we build a supportive community.”

Revealing the brand has some exciting new launches in the making, we can’t wait to see what’s next. Watch this space…

Follow @aroobabeauty on Instagram or visit Aroobabeauty.com

Images courtesy of Arooba Beauty