Guerlain has named Mohammed Hindash as its first-ever makeup ambassador for the Middle East, marking a significant regional milestone for the French luxury beauty house. The announcement, made earlier this week, reflects Guerlain’s growing commitment to the Middle Eastern market and its vibrant beauty scene.
Based in Dubai, Hindash is a renowned celebrity makeup artist and founder of Hindash Cosmetics, widely recognised for his transformative artistry and precision techniques. His work has graced an impressive list of global and regional stars, including Naomi Campbell, Lindsay Lohan, Chanel Iman, and Natalia Vodianova. On the regional front, he has collaborated with Nancy Ajram, Mona Zaki, Rahma Riadh, Dana Hourani, and Mona Kattan. Notably, he was also chosen to do Queen Rania of Jordan’s makeup for the royal wedding of Crown Prince Hussein and Princess Rajwa in 2023.
A Partnership Rooted in Artistry and Legacy
In a heartfelt statement shared on Instagram, Hindash expressed the personal significance of this collaboration:
“My chapter with @guerlain represents more than just beauty; it embodies timeless innovation rooted in heritage.”
He continued, “I’m beyond thrilled to be announced as their first makeup ambassador in the Middle East as I showcase Guerlain through my lens and artistry. I have immersed myself in the rich history of the Maison, and I can’t wait to narrate the story on my models’ faces.”
This appointment not only celebrates Hindash’s artistry but also reflects Guerlain’s strategy to align with regional tastemakers who resonate deeply with Middle Eastern audiences. By merging Guerlain’s legacy of French elegance with Hindash’s modern, cross-cultural approach, the brand strengthens its identity in one of the world’s fastest-growing beauty markets.
Bridging Heritage with Contemporary Vision
As beauty brands seek to evolve in a digital-first, globally diverse landscape, partnerships like this offer a model for cultural fluency and brand relevance. Hindash brings a deep understanding of both traditional aesthetics and contemporary trends, making him an ideal voice to interpret Guerlain’s storied heritage through a modern Middle Eastern lens.
This collaboration also underscores a broader shift in the luxury beauty industry — where regional representation, storytelling, and artistry now play a crucial role in shaping brand identity and consumer loyalty.