Vimi Joshi Beauty has launched exclusively at Ulta Beauty Dubai, becoming the first South Asian-founded beauty brand to be stocked by the retailer. The debut positions the Middle East not just as a growth market, but as a testing ground for more culturally specific, undertone-led product development within global beauty retail.

Founded by globally renowned makeup artist Vimi Joshi, the brand enters the market with a clear value proposition: products developed with warm and nuanced undertones at the core, rather than adapted post-launch. Joshi’s background as a former MAC Global Artist, where she led brand expansion across the Middle East and India, directly informs the brand’s formulation strategy - one shaped by professional use over trend forecasting.

The launch reflects a broader industry recalibration. As consumers increasingly demand specificity over generalised “inclusive” claims, brands with founder-led expertise and culturally informed shade development are gaining traction with major retailers. Vimi Joshi Beauty’s placement at Ulta Beauty Dubai signals confidence in both the region’s purchasing power and its influence on global beauty narratives.

The debut range spans eye kohls, eyeliners, mascaras, lip and cheek tints, and eyeshadow palettes, offering a tightly curated lineup designed to perform across a spectrum of skin tones while maintaining undertone integrity.

Launching in partnership with Ulta Beauty Middle East and Alshaya Group, the brand’s entry underscores a growing recognition that representation, when embedded at product level, is no longer niche but commercially strategic.

Vimi Joshi Beauty is available exclusively at Ulta Beauty Dubai now.