Beauty Spotlight
Every month, we will share an insight into Ali Bin Ali Beauty, a new venture changing the beauty scene in the GCC. From thoughtfully curated brand narratives to expert-led insight, the series explores modern rituals, intelligent formulation and a more considered approach to self-care. Don’t miss out!
Brooke Bergé, Division Manager at Ali Bin Ali Beauty, explains further.
OHLALA – Ali Bin Ali is well known for its diverse portfolio across multiple industries. In 2026, the group is introducing Ali Bin Ali Beauty (ABA Beauty). Can you tell us about the vision behind this division and how it reshapes the beauty landscape in the GCC?
Brooke Bergé – Ali Bin Ali Beauty was conceived as a response to a clear shift in how beauty is understood today, more conscious, more informed and future-forward. Our vision is to curate a portfolio spanning skincare, body care, hair care, men’s grooming, oral care, supplements, feminine hygiene and baby care, approached through a truly holistic lens. Each category has been carefully selected, reflecting our belief that beauty and well-being are inseparable. We champion brands that unite performance with integrity, where scientific excellence, safety and responsibility coexist. Through education, ingredient transparency and curated storytelling, Ali Bin Ali Beauty seeks to elevate everyday rituals into something purposeful, enduring and quietly luxurious. Our ambition is to redefine what clean luxury means in the GCC, not as a trend, but as a new benchmark.
OHLALA – Clean beauty has evolved significantly over the past few years. How does Ali Bin Ali Beauty approach brand curation today?
Brooke – For us, clean beauty goes beyond ingredient exclusions. It is a philosophy grounded in transparency, scientific discipline and accountability. Every brand we introduce is evaluated through a rigorous internal framework that examines ingredient integrity, formulation philosophy, clinical validation, sustainability practices and long-term vision. Ethical sourcing, conscious packaging and genuine environmental and social responsibility are nonnegotiable. We are drawn to independent innovators, boutique maisons and cult brands that deliver uncompromising performance with intention. This disciplined approach positions Ali Bin Ali Beauty as a trusted gateway to next-generation luxury, where refinement and responsibility coexist.
OHLALA – As the Division Manager for Ali Bin Ali Beauty, can you tell us more about your professional background and the experience you bring to the company?
Brooke – I have extensive international experience across luxury beauty, wellness and professional spa channels. My background spans global retail strategy, education and high-performance skincare development. My expertise will allow the division to shape a strong, credible narrative built on expertise, modern beauty science and consumer clarity. Our approach blends luxury know-how with a deep understanding of formulation integrity and long-term skin health.
OHLALA – Which brands will you be introducing to the GCC and why were they chosen?
Brooke – Our inaugural portfolio introduces a c
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