RMS Beauty Brings Conscious Beauty To The UAE With Watsons Store Launches

RMS Beauty, a globally recognised US makeup brand, has made its debut in the UAE during Eid Al-Adha. The launch took place across Watsons stores in prominent locations such as Dubai Mall, Mall of Emirates, and Dubai Festival City. SECRET SKIN, the regional representative and distribution partner, facilitated this introduction.

Founded by Rose-Marie Swift in 2009, RMS Beauty is a pioneer in the clean beauty movement. Swift, a celebrated makeup artist with over 35 years of experience, created the brand after realising cosmetics could be made with safer ingredients. Her vision was to make women feel beautiful and authentic using innovative ingredients.

RMS Beauty's product line focuses on living-ingredient based products and refillable packaging. These products are formulated using raw, food-grade, organic and natural ingredients that are sustainably sourced from nature and indigenous cultures. The brand prioritises efficacy and durability in its offerings.

Strategic Expansion by SECRET SKIN

SECRET SKIN has been expanding its makeup segment since January 2022. Anisha Oberoi, Founder and CEO of SECRET SKIN, stated: "We are pleased to see how quickly RMS Beauty has become popular with customers. Clean Makeup now contributes to 42% of our business and we see great potential on building the market share in the region for the category, by adding many more global brands and suitable local partners across the eco-system".

Popular RMS Beauty Products

The RMS Beauty range includes several cult products that have gained popularity for their quality and effectiveness. Some of these include:
Legendary Lipstick - Dh149: This lipstick offers long-lasting coverage with just one swipe. Its water-based formula hydrates, smooths, and revitalises lips with a satin finish.
Buriti Bronzer - Dh115: This award-winning bronzer provides a sun-kissed glow while nourishing and hydrating the skin. It can be used on high points of the face or shoulders for an evening look.
Liplights - Dh110: A versatile product that works as a treatment balm, gloss, and volumiser. It contains plumping peptides and botanical butters for everyday use.
ReEvolve Natural Finish Liquid Foundation - Dh230: This silicon-free foundation offers medium coverage with a natural finish. It contains moisture-rich squalene, organic aloe, and RMS' signature herbal blend to hydrate and firm the skin.
SuperNatural Serum Sunscreen - Dh175: This SPF 30 sunscreen protects while boosting radiance with GlowPlex. It includes peptides like quinoa seed extract to smooth and brighten skin tone.
ReDimension Hydra Blush - Dh140: This blush combines creamy texture with long-lasting colour using sugar-derived wet powder technology. It contains buriti oil and jojoba oil to nourish the skin.
Eyelights - Dh110: Available in six shades, this cream eyeshadow offers a luminous finish that is buildable for both day and night looks. It includes organic green tea and quinoa extracts for nourishment.

Availability

The entire range of RMS Beauty products is available at SECRET SKIN's website www.thesecretskin.com, THAT Concept Store, Faces www.faces.com, and now at Watsons UAE stores.

The launch of RMS Beauty through SECRET SKIN marks a significant step in bringing clean beauty options to UAE consumers. With its focus on sustainability and innovative ingredients, RMS Beauty aims to redefine traditional beauty standards while ensuring high performance.