The modern consumer is more aware than ever about what they’re putting in and on their bodies. The days of blindly trusting the mainstream conglomerate brands are behind us, and we now live in a world where a new breed of independent brands are doing it better in many spaces and industries. Beauty and skincare consumers, for one, are choosing disruptive, purpose-led players who prioritize quality, sustainability and ethics.

The challenge is, those alternative brands are often hard to come by particularly for us in the Middle East. Whether it’s shipping availability or simply discovering them in the first place, they’re far less accessible. We’re here to change that. Through Powder, we want to show the world that conscious beauty doesn’t have to mean compromising on quality or efficacy. By scouring the globe for the brands and products that are doing sh*t better, and carefully vetting them to make sure they’re up to our ambitious standards, we’re helping to create a world in which beauty and skincare are magical on your skin AND doing their part.

We’re on an endless pursuit to bring it all right to your doorstep—but our mission doesn’t stop there. We promise to arm you, our community, with knowledge and information to know exactly what you’re putting on your skin, and will do so with unconditional transparency. It’s both our purpose and our responsibility to inspire our customers to shop with intent while making better choices for themselves and the world around us.