In partnership with brand and retail design consultancy Green Room, Gulf Marketing Group have launched Glu, the new Gen Z beauty retailer.

Recently launching online and in Debenhams in the Mall of Emirates, Glu stands out amongst other beauty brands, disrupting shoppers in a positive way and encouraging a younger audience to engage with the brand.

The brand expression was centred around the creative platform of ‘Beauty Riot’, connecting in a relevant way to the core Gen Z target audience and moving away from a generic beauty hall brand look and feel; it is a clean beauty destination that profiles niche beauty brands from all over the world.

Rather than focus on what ‘perfect’ beauty looks like, it was established through speaking to the core audience that the concept had to challenge convention and celebrate each customer as an individual.

Hamda Baker, Founder of Glu commented: “Glu was born with the DNA of self-expression, being built by the youth, for the youth. We wanted to make sure it challenged not only the beauty industry, but an overall stereotype which has surrounded the region over time, whether that is with regards to beauty ideals, behaviours, trends, of the shift in attitudes with the new emergeing Gen Z’ers and Gen Alpha’s of the Middle East.”