BEX Beauty, the makeup and skincare brand created by Emirati singer and cultural figure Balqees Fathi, has officially arrived in Lebanon. The brand built its following across the Gulf, and Lebanese shoppers can now reach the same products through BEX Beauty.
The brand was built on a simple idea: makeup should look good on camera without working against the skin underneath it. That belief shaped the formulas from the start, and it now travels into a new market with the brand's move into Lebanon.
The Singer Who Turned a Personal Frustration Into a Brand
BEX Beauty traces back to a problem its founder kept running into. Balqees Fathi could not find makeup that gave her the finish she needed in front of cameras without compromising her skin's health. Rather than settle, she set out to build her own.
Balqees is a singer and a well-known cultural figure in the region, with a following of more than 15.9 million people. She was raised with a strong attachment to Arab heritage and self-expression, and she folded both into the brand. Her aim was to fill a gap she saw in the industry: a space where high-glam looks meet skin-loving care, and where bold style still honors cultural roots.
How BEX Got Off the Ground
BEX launched in 2020. Before it did, the brand went through a stretch of research and worked with research and development teams to settle on its formulas. The goal was a set of products that could deliver a flawless finish while still being kind to the skin.
That pairing, described by the brand as skin-loving performance with a flawless finish, became the line it built around. It is the same promise the brand now carries into Lebanon.
What BEX Makes and Who It Is For
The brand spans makeup and skincare. On the makeup side, that runs across face, eyes, and lips, from foundation, concealer, and loose powder to blush, highlighter, lipstick, lip tint, and lip plumper, along with tools such as sponges and brushes. The skincare range covers cleansing balms, masks, serums, eye patches, and body products, plus tools like gua sha.
BEX describes its shades as built to honor every undertone and its formulas as designed to feel like second skin. The brand frames its purpose around celebrating the natural beauty of Arab women while leaning on confidence, self-expression, and care that it presents as universal.
Its customer base has grown across the UAE, Saudi Arabia, Kuwait, Oman, and Qatar, as well as the wider Arab diaspora. The brand describes that customer as someone moving between work and social life, trend-aware but rooted in tradition, who wants beauty that fits her lifestyle rather than the reverse. Lebanon now joins that map.
What the Lebanon Move Signals
For BEX, Lebanon is a new market for a brand that has so far grown inside the Gulf. The brand positions its arrival as part of a larger story it is still writing, one it ties to heritage, modern style, and a sense of community among its customers.
Explore the full range at BEX Beauty.
