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that make you feel good, both physically and emotionally, of whom are female-founded, who champion values such
and bringing that sense of excitement and curiosity back to as inclusivity as part of their DNA.” states Ayat Toufeeq.
the beauty experience” has resonated with her consumer This forward-looking approach is combined with creating
and built an influential community. Her mastery of staying a high-touch service focus that results in Ayat and her
ahead of the curve by being innovative with her products, co-founders regularly speaking with their customers
packaging and communication is combined with a strong to hear directly what they want, which brands interest
focus on consumer behaviour, trends and market shifts, them and the best ways to communicate with them.
and has created an unmistakable dynamism in her brand. Customer satisfaction and repeat purchasing is a
Sustainability and ethical production are also at the top of defining benchmark of success for Powder Beauty.
Take Me To Wonder’s priority list as Alice explains, “For me,
it’s all about creating products that not only make you feel
amazing but also align with a greater responsibility to the
planet and its people…. it’s a way to help our customers
feel good about their choices, knowing that beauty and
responsibility can go hand in hand.”

THE INFLUENCE OF VISION 2030
Ayat Toufeeq Currently valued at $19.8 billion the Kingdom of Saudi Arabia’s
wellness economy is one of the fastest growing markets in
The prioritisation of ethical beauty is at the heart the Middle East and North Africa Region (MENA). This growth
of Powder, MENA’s first e-commerce platform for is driven by strategic investments outlined in the Kingdom’s
conscious, sustainable and purpose-driven beauty Vision 2030 which emphasises enhancing Saudi’s health and
that operates in Saudi Arabia, UAE, Qatar, Kuwait, wellbeing whilst also supporting industry diversification.
Bahrain and Oman. Brainchild of Ayat Toufeeq As Muzon Ashgar, MZN Bodycare explains, “Vision 2030 has
who co-founded www.powderbeauty.com with
been instrumental in our growth by fostering an environment that
high-profile Saudi entrepreneur Mariam Mossalli
supports local businesses, particularly women-led enterprises.
and communications consultant Amina Grimen,
The initiative has made it easier for us to scale operations,
Powder has redefined the beauty retail landscape
access funding, and navigate regulatory requirements. With the
and has set a new standard and style in product curation.
focus on diversifying the economy and promoting Saudi-made
As Ayat explains, “we’re building the home of beauty;
an ecommerce platform that’s a source of education products, we’ve benefited from increased visibility and expanded
and discovery for the best products on earth – products opportunities to partner with major retailers, luxury hotels and
that help us be the best version of ourselves.” spas.” This focus on wellness is creating significant opportunities
Their portfolio of beauty brands is exceptional, for home-grown and international brands in the wellness tourism
the classic and the exclusive alongside “gateway brands” sector, which according to the Global Wellness Instituted
all of which have been carefully selected with their experienced an average annual growth rate of 66% (2020 – 2022).
audience in mind and to enhance discoverability.
In 2023 Saudi Arabia achieved the historic milestone of welcoming
“We see our role as facilitators, and it is our mission
over 100 million tourists, hitting its target seven years early.
to help brands whose values align with ours, grow.
We work with so many purpose-driven brands, many

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