DUBAI — Rosemin Opgenhaffen has spent a quarter century behind the scenes of luxury — working with Tom Ford, advising global beauty houses, and building one of the Middle East‘s most respected PR and advisory firms. Now she’s stepping into the spotlight with Rosemin Beauty, a prestige cosmetics brand engineered specifically for women with warm, olive and deep complexions.
The brand debuts Monday direct-to-consumer on roseminbeauty.com with its hero product, the Daily Radiance Correct & Conceal Duo, a hybrid formula designed to address what Opgenhaffen sees as a persistent gap in the prestige beauty space. Prices range from $35 to $70.
Rosemin Beauty is launching with shades targeted to warm complexions.
VIKAS SWADES
“One of the most common questions I started getting was about dark under-eye circles and pigmentation,” Opgenhaffen told WWD. “I’m South Asian, so I have dark under-eye circles, and I started to realize the power of correct and conceal.”
The launch collection includes eight shades of the Correct & Conceal Duo, plus a ninth shade called “The Maximalist” for deeper skin tones. The packaging features a well sized exactly to fit a fingertip for quick application.
“It’s not about changing the wheel,” Opgenhaffen said. “I’m just trying to be smarter and more targeted in how I create products.”
The formula is built around ingredients chosen specifically for the concerns of warm and deep complexions. Rosehip oil, the brand’s signature ingredient, targets hyperpigmentation and scarring while boosting hydration. Caffeine addresses dark circles and puffiness—a key concern Opgenhaffen heard repeatedly during focus groups. Hyaluronic acid and jojoba oil provide moisture without heaviness, while vitamin C works to reduce discoloration and even skin tone.
She’s entering a market with momentum. Rosemin Beauty enters a landscape where South Asian founders have already shifted the conversation. Deepica Mutyala’s Live Tinted and Priyanka Ganjoo’s Kulfi Beauty, which launched at Sephora and recently expanded to Space NK in the U.K., have demonstrated market appetite for brands built specifically around undertones that global houses have historically treated as an afterthought.
The Middle East and Africa beauty market is projected to reach $40.5 billion by 2030, with the premium tier growing at 7.3 percent annually, according to Mordor Intelligence. India‘s beauty market, valued at roughly $28 billion, is expanding at 5 to 8 percent depending on category.
But Opgenhaffen brings different credentials. Two decades inside the industry’s machinery, observing what worked and what didn’t, combined with her own experience as a woman of color. In her 20s and 30s, she struggled with cystic acne and the pigmentation it left behind. As she refined her routine over the years — learning from the makeup artists she encountered backstage at fashion shows and on luxury campaigns — her makeup kit got smaller and more precise.
She also noticed a pattern among women in her community. They would use concealer without proper color correction, resulting in what she describes as “the bright white raccoon eyes” effect. Others would invest in expensive palettes containing nine or 12 shades, only to use two or three. “I thought if I could just give women like me a correct and conceal that’s in beautiful packaging, that would be a game changer,” she said.
Ujjwala Raut stars in the Rosemin Beauty campaign.
For the launch campaign, Opgenhaffen tapped Indian supermodel Ujjwala Raut, whom she first encountered backstage when Raut was walking for Saint Laurent and Gucci during Opgenhaffen’s years working with Tom Ford. “She personifies what this brand is,” Opgenhaffen said. “When I was behind the scenes at shows, she was the only South Asian out of 40 girls, and she just owned the runway.”
The campaign was shot across New York and Mumbai, reflecting what Opgenhaffen calls the “global citizen” customer: ambitious women of South Asian heritage who move fluidly between cultures and continents.
The brand will expand into the eye category, with five color pencils and the Essentials Eyeshadow Palette slated for later in 2026. Opgenhaffen sees particular opportunity in modernizing the traditional South Asian eye look — updating the classic coal liner with plum shades and browns that can transition from day to evening.
Her target consumer is the woman who might pair Rosemin Beauty’s corrector with a Charlotte Tilbury lipstick and a Merit blush.
Despite strong interest from retailers in India, the U.K. and Dubai, Opgenhaffen is starting with DTC to maintain direct communication with customers. “I want to be able to talk to my community and make sure they love the product,” she said. “If there’s anything that needs to be tweaked, I have that opportunity to do it.”
