Rose Water, Argan Oil, and Pomegranate: How Middle Eastern Beauty Brands Are Taking Over American Shelves
From Istanbul apothecaries to Brooklyn beauty shelves, Turkish and Arab skincare brands are quietly rewriting the rules of the American beauty industry. Rooted in centuries-old traditions and backed by serious formulation science, these brands are winning over Gen Z consumers who are done paying luxury prices for mediocre results. The glow-up is very much regional — and it's going global.