Moonglaze, the Saudi beauty brand founded by makeup artist Yara Alnamlah, officially launched at Sephora Middle East this week, marking a milestone as the first homegrown Saudi label to secure shelf space at the global beauty retailer.

The collection is now available on Sephora online and in select Sephora Middle East doors, featuring the brand’s core lineup of “sheers” highlighter sticks, “phases” blush sticks, “tones” bronzer pods and the full-use multi-use brush. Two new products — “feels” lip liners and “moods” water lip tints — are being introduced exclusively as part of the Sephora debut.

The partnership underscores the growing commercial viability of Saudi-born beauty brands at a time when the kingdom’s beauty and personal care market is expanding rapidly, fueled by a young, digitally savvy consumer base and government-backed initiatives to develop the creative industries. For Sephora Middle East, the move signals a deeper commitment to platforming regional talent alongside its roster of global brands.

Alnamlah developed Moonglaze after years of professional experience working across diverse skin tones and textures. The brand is built around a skin-first philosophy — formulas designed to enhance rather than mask, with an emphasis on versatility and ease of use.

“Entering Sephora as the first Saudi beauty brand feels bigger than a personal achievement, it’s a signal,” Alnamlah told WWD. “It tells the global industry that Saudi founders are not just consumers of beauty, but creators, innovators and leaders. This moment isn’t about being first for the title; it’s about being first so others feel it’s possible.”

The launch comes as Saudi Arabia’s beauty sector is drawing increased attention from international investors and retailers. The kingdom’s Cultural Development Fund has earmarked fashion and beauty as priority sectors, while local founders are gaining traction on social media and at regional trade events, building direct-to-consumer businesses that reflect the tastes and needs of Arab women.

Alnamlah said her years as a working makeup artist were foundational to the brand’s development. “Working hands-on with diverse skin tones for years taught me what formulas actually need to do in real life, not under perfect lighting, but on real faces, in heat, long days and quick routines,” she said.

“With the ‘feels’ lip liners and ‘moods’ water lip tints, the focus was balance: pigment that shows up across undertones, textures that feel comfortable rather than heavy, and finishes that enhance lips instead of masking them,” she said of the two Sephora exclusive launches. “The shades were built to be wearable on their own or layered effortlessly, because that’s how people actually use makeup.”

The Sephora partnership builds on Moonglaze’s growing international footprint. The brand is already stocked at Selfridges, establishing Alnamlah as one of the first Saudi beauty founders to break into major global retail destinations.