Chalhoub Group’s ‘Greenhouse’ and Instagram shine light on beauty start-ups


In another tie-up with Instagram, Greenhouse, a space for entrepreneurship at Dubai-based luxury retailer Chalhoub Group, has unveiled its second edition of the Beauty Lab to shine the light on five beauty start-ups in the GCC.

The five selected brands are Rena Roots, Palma De Salus, Alam Health & Beauty, Nood and Salma.

As part of the scheme, the start-ups had the opportunity to pitch and trial their brands in-store and online through Chalhoub Group’s beauty retail concept FACES and beauty e-commerce platform Beauty Nation.

Senior innovation and new ventures manager at The Greenhouse, Rafi Dikranian, said: “At Chalhoub Group, we are always looking for ways to stay ahead of the curve – curating and cultivating brands with the potential to innovate and excite.

“With The Greenhouse and through this partnership with Instagram we are committed to empowering regional start-ups in the beauty and skincare space, supporting those entrepreneurs building sustainable brands that we believe can deliver the products and solutions that regional customers want.”

The Beauty Lab incubator is created to discover emerging beauty and wellness start-ups to elevate the indie beauty category in the Mena region. This programme was pioneered in 2019.

This initiative is yet another manifestation of the group’s support for SMEs. Last November, the group launched a unique concept, Fashion Lab, in Saudi Arabia to leverage talent and reinforce the zest for innovation in the country.

Head of retail and e-commerce for Mena at Meta, Mansour Salameh, said: “People have always come to Instagram to connect with brands and people they love.

“With a vibrant community of more than one billion people, a business presence on Instagram is like being on one of the busiest street corners in the world. In fact, 90 per cent of people follow a business on the platform today.

“We are excited to announce our second partnership with Chalhoub Group to celebrate and support female entrepreneurs in an emerging sector such as clean beauty and help them take their brands to the next level. At Instagram, we will continue to constantly evolve our tools, introduce new features and embark on new initiatives to support small businesses and help people discover them to further drive their growth.”

Chalhoub Group is vigorously supporting brands with the sparkling potential to improve the global beauty business to boost economic growth and employment.