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Beauty & Fashion

Introducing Avvai Beauty: The region’s game-changer in clean makeup

Thoughtfully formulated with ethicality and sustainability at the heart



Looking to redefine the concept of clean beauty and how it is perceived, Avvai Beauty, a clean, vegan, and cruelty-free beauty brand, has launched in the Middle East. Founded by Dubai-based entrepreneurs, Mallika Kalwani and Shivani Phulwani, Avvai Beauty is poised to revolutionise the cosmetics industry with its unwavering commitment to transparency, sustainability, and ethical beauty practices. Realising the immense appetite the region has for all things beauty, yet seeing the lack of clean beauty options at hand, the talented sister duo set out to create a makeup brand that makes clean beauty cool and simple with eco-friendly, naturally-derived, skin-loving formulas, and sustainable packaging.

With the belief that what goes on your skin is just as important as what you put in your body, Avvai Beauty’s product line is crafted under firm scientific standards and with USA, EU, & GCC compliance. To ensure utmost customer safety and product integrity, the brand works closely with chemists to analyse and avoid thousands of potentially harmful ingredients including chemical SPF, Keratin, and Coal Tar to mention a few. Additionally, and reinforcing the brand’s dedication to equipping customers with the knowledge and resources needed to make informed choices about their beauty routines, Avvai Beauty introduces #AvvaiAvoids, a comprehensive list of chemical substances and ingredients that are known to be unsafe, environmentally concerning, or non-vegan friendly. The Avvai Beauty team works relentlessly to ensure product formulas are created using plant-based, and nature-inspired ingredients that have skin-boosting properties.

Designed specifically with the region’s climate in mind, Avvai Beauty’s makeup formulas are specially formulated to weather the harsh Middle Eastern heat. Its collection of lip pastes are tested to withstand heat of 50 degrees celsius to ensure long-lasting durability and effectiveness.

At launch, Avvai Beauty is presenting a meticulously-curated lip and brow line-up featuring five exquisite lip pastes and two must-have brow friend pencils. The brand’s lip pastes stand out as a true celebration of vibrancy and versatility. Featuring five exclusive shades – NUDE I Say More, PINK Outside the Box, Bust a MAUVE, PLUM Intended, and Left on RED – designed to complement every skin tone, these lip pastes allow for an individual expression of unique style and personality. Accentuating the allure of the lip pastes, Avvai Beauty proudly presents its Brow Friend eyebrow pencils in two staple shades: Chocolate BROWN and Coffee BLACK. With Avvai Beauty’s lip pastes and brow friend pencils, individuals can effortlessly achieve their desired makeup look, be it a bold statement or a subtle enhancement, while embracing the brand’s commitment to ethical, clean beauty.

The brand’s unwavering dedication to safety, transparency, and sustainability is reflected in each product, offering consumers a beauty experience that harmonises self-expression, wellness, and environmental responsibility. From comprehensive ingredient lists to detailed product descriptions, transparency is at the heart of Avvai Beauty’s philosophy. “The Middle East beauty scene has rapidly evolved in recent years to become home to many internationally recognised luxury skin care and makeup brands. And while the UAE has become a hub for diverse beauty brands, there is still a misconception around what clean beauty is and what it exactly means.” said Mallika Kalwani.

Also commenting on the launch, Shivani Phulwani added: “At Avvai Beauty, our goal is to inspire a new narrative in beauty — one that celebrates individuality, prioritises health, and respects our planet. We believe that beauty should never come at the expense of our environment or our values. Following four years of persistent work to perfect our product formulas, we are proud to introduce products that are lovingly crafted to meet the unique needs of our diverse clientele while remaining committed to revolutionising the industry with clean, sustainable, and ethical practices,”.The average woman is exposed to over 168 ingredients in total from the various beauty and skin care products used daily, some of which include ‘fragrance’, which in its own right can mean more than 3,000 different chemicals. This has led Avvai Beauty to operate on complete transparency, by educating its customers around the types of ingredients used in the product formulations.

With love for the planet at the core, Avvai Beauty’s lip paste tubes, holders, as well as the packaging are made from 100% post-consumer-recycled materials that can be recycled and reused, so less plastic ends up in landfill sites.



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