Faces Beauty Middle East

What Faces Beauty Middle East does

Faces Beauty Middle East (legal entity: Allied Enterprises L.L.C, trading as Faces) is a privately held beauty omni-retailer founded circa 2005 and headquartered in Dubai, UAE. The company operates 85 physical stores across 9 countries in the Middle East and Gulf region — including the UAE, Kuwait, Saudi Arabia, Egypt, Lebanon, and Qatar — alongside an e-commerce storefront (faces.ae) and dedicated iOS and Android mobile apps. Its assortment spans perfume (women's, men's, niche luxury, Arabic/Oud, and home fragrance), K-Beauty, skincare, makeup, haircare, body care, men's grooming, and gift sets, carrying over 850 brands that include Dior, Chanel, Guerlain, Tom Ford, YSL, Prada, Lancôme, Arabian Oud, and Lattafa.

The technology stack is built on the Demandware (Salesforce Commerce Cloud) e-commerce platform, with Cloudinary handling cloud-based image and video management for visual merchandising. In-store beauty services — facials, skin analysis, fragrance layering, glam sessions, and brow experiences — are scheduled through WaitWhile. Faces layers recurring and engagement features on top of transactional retail: the MUSE loyalty program, an Auto-Replenishment subscription service, a Refer-A-Friend program, gift cards, and bundling. Buy Now Pay Later providers Tabby and Tamara are integrated at checkout to reduce purchase friction.

Faces monetizes primarily through one-time retail product sales across both physical stores and e-commerce, supplemented by recurring Auto-Replenishment subscription revenue, in-store beauty service fees, and gift card sales. Pricing ranges from mass-market products under 99 AED to luxury fragrances exceeding 1,000 AED, with bundled gift sets and seasonal promotions (30-50% off) used as traffic-driving levers. Free delivery is offered on orders above 299 AED. Customer segments are horizontally diversified across fragrance, skincare, makeup, haircare, body care, men's grooming, gift buyers, and K-Beauty enthusiasts — all served under a direct-to-consumer omni-retail model.

Name

Faces Beauty Middle East

Legal name

Allied Enterprises L.L.C

Website

https://faces.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Faces Beauty Middle East is a privately held Dubai-headquartered beauty omni-retailer operating 85 stores across 9 Middle East and Gulf countries plus e-commerce and mobile apps, selling over 850 mass-to-luxury brands to general consumers alongside in-store beauty services and a loyalty/subscription layer.

Ownership category

akta.pro rank

Product category

Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Beauty & Personal Care Omnichannel (CRAFAEAB)

akta.pro secondary industries

Beauty & Personal Care Online Retailers (CRAFADAC), Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA), Group/Party Makeup Services (HSALAHAK)

Keywords

• Beauty retail
• Perfume cosmetics
• Skincare products
• Makeup retailer
• Omni-channel beauty

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Product Sales: One-time transaction sales of beauty products including perfume, makeup, skincare, haircare, bodycare, and accessories through physical stores and e-commerce platform
2. Auto-Replenishment Subscriptions: Recurring subscription revenue from automatic product replenishment service
3. Gift Cards: Sale of gift cards for beauty products and services
4. In-Store Beauty Services: Revenue from beauty services offered in stores including facials, skin analysis, fragrance layering, glam sessions, and brow services

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Faces Beauty Middle East operates as an omni-channel beauty retailer selling perfumes, makeup, skincare, haircare, bodycare, men's grooming, and home fragrance products through 85 physical stores across 9 Middle East and Gulf countries and an e-commerce platform. The company also provides in-store beauty services such as facials, skin analysis, fragrance layering, glam sessions, and brow experiences, alongside value-added programs including the MUSE loyalty program, auto-replenishment subscriptions, and gift cards.

Product overview

Faces Beauty Middle East is a beauty omni-retailer offering a comprehensive portfolio of beauty and cosmetics products through both physical stores (85 stores across 9 countries) and e-commerce platform. The product portfolio centers on six core categories: Perfume (women's, men's, niche, Arabic, Oud, and home fragrances), K-Beauty (Korean beauty products), Skincare (moisturizers, cleansers, treatments organized by skin type/concern/ingredients), Makeup (face, lips, eyes, accessories, brushes), Haircare (products and tools), and Body Care. Additional offerings include Men's Grooming, Gift Sets, and Online Exclusive brands. The company also provides in-store beauty services (Facials, Skin Analysis, Fragrance Layering, Glam & Go, The Brow Experience) and value-added services such as Gift Cards, Auto-Replenishment, and Refer A Friend programs. Faces serves as a multi-brand retailer carrying over 850 brands including Dior, CHANEL, Guerlain, YSL, Tom Ford, Prada, Givenchy, Lancôme, and many others.

Differentiator

Problem solved

Functional benefit

Products and services

• Perfume Fragrance category offering women's perfumes, men's perfumes, luxury niche fragrances, Arabic perfumes and Oud, hair mists, perfume oils, and home fragrances (candles, room sprays, diffusers, bakhoor) from brands including Chanel, Dior, Tom Ford, Guerlain, YSL, and Arabian Oud.
• K-Beauty Korean beauty products including cleansers, moisturizers, face masks, toners, serums, suncare products, and K-Beauty makeup for consumers interested in Korean skincare and cosmetic routines.
• Skincare Complete skincare range including moisturizers (day cream, night cream, face oil, SPF), cleansers (cleansing oil, exfoliators, toners, micellar water), and treatments (eye creams, serums, facial masks, lip care) organized by skin type, concern, and ingredients such as retinol, hyaluronic acid, and vitamin C.
• Makeup Full makeup range including face makeup (foundation, concealer, blush, bronzer, highlighter, primer, setting spray), lip makeup (lipstick, gloss, liner, plumper, stain), eye makeup (mascara, eyeliner, eyeshadow, lashes), nail care, and brushes/sponges.
• Haircare Haircare products including shampoo, conditioner, hair mask, hair oil, hair serum, dry shampoo, hair mist, and styling products, plus hair tools (brushes, curling irons, hair dryers, straighteners, extensions).
• Body Care Body care products including body moisturizers, bath and shower products, body sprays, scrubs, oils, and deodorants for daily body care routines.
• Men's Grooming Men's grooming products including after shave, beard balm, beard kits, beard oil, shaving cream, deodorants, and men's skincare items targeted at male consumers.
• Gift Sets Curated gift sets and gift cards available in various price ranges including luxury gifts for birthdays, holidays, anniversaries, and other special occasions.
• In-Store Beauty Services In-store beauty services including facials, skin analysis, fragrance layering, glam sessions (Glam & Go), and brow services (The Brow Experience), bookable via the WaitWhile platform across store locations.
• Faces Summer Travel Box Curated beauty box containing travel-sized summer essentials, priced at 499 AED with a stated value of 1700 AED.
• Faces Summer Prep Box Curated beauty box for summer preparation, priced at 249 AED with a stated value of 595 AED.
• Faces Gift Cards Gift cards available for purchase on the Faces platform, usable on beauty products and in-store services.
• Auto-Replenishment Subscription Subscription-based automatic product replenishment service allowing customers to receive regular deliveries of their favorite beauty products.

Quantifiable outcome

• Free delivery on all orders above 299 AED
• +2 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• TabbycoreGTM or Marketing PartnerBuy Now Pay Later payment option provider allowing customers to split purchases into installments. Tabby contributes up to 150 AED per transaction. Available at checkout on both website and mobile app.
• TamaracoreGTM or Marketing PartnerBuy Now Pay Later payment option provider enabling customers to pay for beauty products in installments. Integrated at checkout to enhance purchase flexibility for customers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Harrods: Iconic luxury department store with a leading beauty hall and global e-commerce. Comparable to Faces for its luxury beauty and fragrance assortment and its appeal to high-spending regional and tourist customers in the Gulf.

Direct peers

• Bath & Body Works: Specialty personal care and fragrance retailer with large store base plus digital channels. Comparable to Faces for its category focus on body care, fragrance, and gifting and its omni-channel operating model.
• Ulta Beauty: U.S. specialty beauty retailer combining mass, prestige, and salon products across a large store base and e-commerce site. Comparable to Faces as a horizontally diversified beauty omni-retailer with loyalty and in-store services.
• Douglas: Europe's leading perfumery and beauty retail chain, operating hundreds of stores and a strong e-commerce platform across multiple countries. Comparable to Faces as a multi-brand beauty omni-retailer with broad assortment and loyalty programs.
• The Body Shop: Global multi-channel beauty and personal care retailer with stores and e-commerce across many markets. Comparable to Faces as an omni-channel beauty retailer with a horizontal assortment spanning skincare, body care, and fragrance.
• Sephora: Global multi-brand prestige beauty retailer with an extensive physical and digital footprint. Directly comparable to Faces as a multi-brand beauty omni-retailer serving consumers across categories from mass to luxury in the Middle East.

Regional players

• Tryano: Multi-brand beauty and lifestyle retailer operating primarily in Saudi Arabia and the UAE. Directly comparable to Faces as a regional omni-channel beauty retailer targeting similar Gulf consumer segments with luxury and premium brands.
• Arabian Oud: Leading Middle Eastern fragrance house and retail operator with own-brand products and large physical presence across the Gulf. Comparable to Faces in the Arabic perfume and Oud category and overlapping regional customer base.
• Ounass: UAE-based luxury fashion and beauty e-commerce platform carrying premium and luxury brands. Comparable to Faces as a regional prestige beauty retailer focused on the Gulf consumer and competing for the same luxury brand partnerships.
• Noon: Middle East e-commerce marketplace with a sizable beauty category across UAE, Saudi Arabia, and Egypt. Comparable to Faces as a regional digital channel competing for online beauty spend in the same countries Faces serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/facesbeautymiddleeast

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Faces Beauty Middle East