DUBAI — Beauty platform Waldencast has opened an office in Dubai as part of its strategic expansion into the region, the company shared exclusively with WWD.
The move signals its commitment to the region’s vibrant beauty ecosystem and marks a milestone for the New York- and London-based Nasdaq listed company, which has a portfolio of beauty brands including fast-growing clinical skin care label Obagi and cult favorite Milk Makeup.
Waldencast’s incubation arm has developed several indie beauty brands including Whind, which draws inspiration from Moroccan beauty rituals, as well as Glaze in the hair care space and skin care brand Coats, all operating under the Waldencast Brands umbrella.
Waldenscast cofounders Hind Sebti and Michel Brousset, both beauty industry veterans with decades of experience at L’Oréal and Procter & Gamble, said the Dubai office will serve as the company’s regional headquarters to support growth across Middle Eastern markets. By planting its flag in the region, the company is fulfilling one of its core ambitions, which is personal to the founders — championing a new vision of global beauty that celebrates diversity, innovation and local creativity.
“We want to grow brands from the region to the world and bring global brands to the region,” Sebti explains. This two-way approach sets Waldencast apart from traditional beauty conglomerates.
Founded in 2019, Waldencast became listed on Nasdaq in 2022 and has rapidly built a portfolio of conscious, purpose-driven brands. The opening of the Dubai office will enable them to create more bespoke marketing strategies for their global brands and have stronger distribution.
Brousset, who previously served as chief executive officer of L’Oréal U.K. and Ireland and later as president of L’Oréal’s consumer products division for North America, brings more than 25 years of FMCG operational expertise to this expansion. Meanwhile, Sebti leverages her experience from various marketing and general management positions at L’Oréal and Procter & Gamble, where she managed global brands including Maybelline, Essie, Redken, Olay Skin Care and Gillette Venus.
“We’re a small player compared to traditional beauty groups,” Brousset admitted. “But we have the advantage of creating something from scratch, without legacy issues. We can lead with technology, partner in new ways, and create a truly modern beauty platform.”
The company’s unique operational model allows for rapid adaptation and a truly global perspective, claimed Brousset. “We’re creating a company for the 21st century — asset-light, independent and diverse. Our team looks like the United Nations.”
The company’s portfolio strategy is deliberate and balanced. Milk Makeup, acquired when Waldencast went public in 2022, targets a younger, digital-first consumer with its vegan and cruelty-free formulations. Obagi Skincare, with its clinical heritage and professional distribution channels, provides scientific credibility and access to dermatologists and aestheticians. “Today, Obagi in the U.S. is the fastest-growing brand among the top 10 brands in the industry,” Michel Brousset claimed.
The brand has not just grown but accelerated innovation since its acquisition two and a half years ago. “We’ve improved gross margins for brands like Milk and Obagi significantly,” Brousset explained. “But we do this while maintaining the independent, entrepreneurial spirit of each brand.”
Brousset highlighted Obagi’s positioning, noting that it remains the number one physician-recommended brand for critical skin concerns, even as the market for medically driven skin care has grown substantially. “We focus on product superiority, doing things differently,” Brousset explained.
Creating Beauty Without Borders
“When we created Waldencast, we had a vision of building a global best-in-class beauty and wellness operating platform that showcases brands from different parts of the world,” said Sebti. “We always asked, why can’t we find a niche brand from Morocco or Indonesia and take it globally?”
At the forefront of their Middle East strategy is Whind, a brand conceived under the Waldencast umbrella with the region’s consumers in mind drawing on sensorial experiences and cultural storytelling. “Whind is not a brand just for Arab women, but a brand inspired by Arab women for the world,” Brousset emphasized. The company takes pride in the strategic decision to launch Whind in 2021 in the Middle East at the same time as other global markets, recognizing the region as a primary audience rather than a secondary consideration.
The brand has already found success across diverse markets, resonating with consumers from Brazil to India. Sebti added, “When we launched Whind, it was one of the first brands of its kind. Now, I see so many new brands emerging, and it makes me incredibly proud. This is how we build the region — by showcasing its talent.”
This philosophy of inclusivity is at the heart of their approach. The Middle East, with its rich beauty traditions, represents a perfect embodiment of their vision, she said. “The region has an unapologetic love for beauty,” Sebti notes. “The makeup artistry, influencer landscape, and cultural heritage provide an incredible source of inspiration.”
The company is actively exploring additional opportunities in the region, including potential collaborations with local beauty entrepreneurs and further expanding their footprint across Middle Eastern markets, positioning themselves to address diverse beauty needs across multiple price points and distribution channels.
For Sebti, the expansion is deeply emotional. “Success for me is seeing multiple beauty brands born in this region, bringing their unique perspective to the world,” she said.
