The Make-Up Brand Embracing Cultural Diversity, Self-Expression and Art


Clean, halal-certified, vegan friendly, and cruelty-free.

Designed and developed hand-in-hand with real women, Shade M was created for every shade. With a deep-rooted belief in everyone loving and owning who they are, Shade M ardently champions women to be the truest forms of themselves, embracing the strong force they are and screaming “I am my own shade!” Now, Shade M enters the Middle East, with a mission to drive this message across the region. diversity-color-explosion-xcentric

Founded by makeup-loving industry experts Nour Khalife and Jolie Nubani, two middle eastern women who met and worked at L’Oreal, both beauty veterans felt there was a community hugely underrepresented when it came to makeup. Ready for a change and for representation at every level of the makeup industry, they took matters into their own hands. With over 18 years of combined experience working with global luxury beauty brands (YSL, Giorgio Armani, Chanel, and Benefit cosmetics) and markets, Nour and Jolie set off on a mission to challenge standards, expand representation, shine a light on the importance of individuality and create products free of toxic ingredients. And so, it was that Shade M was born. red-hot-tube-and-applicator

“I never understood what misconception and underrepresentation were until I moved to France. I grew up in Saudi Arabia, in a non-conservative middle eastern family. I moved to France when I was 18 years old and integrated smoothly. One thing that kept me wondering and is still engraved in my mind, is how my “new friends” were puzzled when they knew I was from the Middle East. “We couldn’t tell” is what I kept hearing, but how can you actually tell? It was the first time I got exposed to real-life clichés and I found that a very interesting observation. 

Shade M is an opportunity to shine the light on diversity and show how performance, ethics, and wellness can go hand in hand, with our clean, vegan-friendly, cruelty-free, and halal certified formulas. Riding the wave of a “cleaner” and more inclusive future that is shaping the $532b global beauty industry, we wanted our products to address directly the needs and expectations of a more conscious consumer.”steps-2

Nour Khalife – Co-Founder of Shade M

Shade M prides itself on being a clean brand. Vegan and clean beauty has been a movement for many years and is becoming the norm, and halal runs hand in hand with this growing movement. A clean, halal-certified, PETA-approved, vegan, and cruelty-free makeup brand, Shade M’s definition of clean means their products are free of toxic ingredients like sulfates SLS and SLES, parabens, formaldehyde, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban. A little scientific perhaps however it is of the utmost importance that we all know exactly what it is we are applying to our skin.

Products that have been developed to be better-for-you, Shade M is a celebration of beauty and diversity, designed to show just how awesome and diverse women are, whilst being inclusive of different minority groups. By working with real women, the brand ensures that every product has the right level of pigmentation and coverage so that the pigmentation of the product gives full coverage across all skin tones. Enter Shade M’s very first product, Muse matte liquid lipstick – aptly named after all the women who served as an inspiration to create Shade M.

The perfect lipstick is every makeup lover’s staple and with Muse, Shade M pushed the norms. Determined to create a lipstick that didn’t compromise on pigmentation and consisted of this better-for-you formula, Shade M embarked on a mission to cover the best shades of nudes, pinks, reds, purples, and even silver. Now, the range offers 15 shades of highly pigmented and long-lasting liquid lipsticks, made in Italy, imbued with a non-drying matte formula, built with custom technology to keep the moisture in and leave you with a non-transferable matte lip to last you the whole day.

“Art is at the core of Shade M because it allows for the perfect combination of self-expression and personal interpretation. We partner with female artists from around the world to visually bring the brand to life. For the outer packaging of Muse matte liquid lipstick, we were extremely happy to collaborate with an amazing Saudi-based digital artist, Fida Al Hussan, whose work is centered around furthering the conversation around cultural empowerment.

Fida embodies the same ethos as Shade M. She is a strong and confident woman who finds beauty in her culture and strength in globalizing it while making strides and positively impacting the world along the way. She truly is a Muse!”

Jolie Nubani – Co-Founder of Shade M

Having taken US and UK markets by storm, winning the Pure Beauty London 2020 Gold award for the Best New Inclusive Makeup Product, Shade M has now landed in the Middle East so, visit now and get your beauty fix with shipping all across the GCC and worldwide. If that wasn’t enough, Shade M is also partnering with FACES, a major regional retailer, starting with an online presence in FACES UAE & KSA. Shade M will also be available in selective stores that will be announced soon so stay tuned by following their IG account @ShadeMBeauty.

Gone are the days of toxic products, as well as lack of choices and diversity when it comes to ethnic representation in makeup, packaging, shades, and tones. With Shade M own who you are, love who you are, and be your true self!



Hello KSA, Gap Launches its First Online Store in the Kingdom


Browse through the latest collections from Gap on its newly launched retail website.

14 December 2020, Saudi Arabia – Gap, the casual clothing and accessories brand are known for its modern approach to American optimism, has announced the launch of its standalone e-commerce website in the Kingdom of Saudi Arabia, owned by Nibras Al Arabia LLC, as part of the Al Tayer Group of companies. There has never been a better time to utilize the capabilities of online shopping for a seamless, accessible, and curated shopping experience and Gap is here to give you just that. is the one-stop-shopping destination for the Gap icons that our customers know and love such as denim and logo products for the family as well as an array of products from the Gap For Good line, a collection of products that are made responsibly and with respect for the planet that we all share. This year, Gap has introduced the first-ever Gap x National Geographic capsule collection featuring sustainable and on-trend graphic t-shirts and sweatshirts for kids, which will be available in the Kingdom.

In addition to the classic and iconic Gap products, the retail website will offer exclusive promotions and access to a wider selection of exclusive styles that shoppers can browse and buy 24 hours a day, seven days a week, and from the comfort of their own home.

To ensure Gap is catering to the modern needs of its customers, the online retail hub will also offer an incredible online support team, providing a stress-free shopping experience. This reinforces the brand’s commitment to ensure premium experiences and products to its customers, while also prioritizing the health and safety of both our customers and employees.

In celebration of the launch, is offering customers 20% off their first online purchase when they sign up and become the first to know about new arrivals, exclusive online collections, offers, and more. Gap customers can also enjoy free delivery on orders above SAR 350 and expect to receive their order within 5 – 7 days with free returns and exchanges for up to 60 days.

We invite you to click and discover the new world of Gap Saudi

Or follow us on Instagram and Facebook @gapmiddleeast.

For press inquiries please contact Rawan Khalifa at StickyGinger PR on +971 56 693 2183 or


Marriott International Opens New Courtyard by Marriott in Riyadh


Featuring 197-rooms, Courtyard by Marriott Riyadh Northern Ring Road is the brand’s fourth property in the Kingdom.

Riyadh, Saudi Arabia, 06 December 2020 – Marriott International announced the opening of a Courtyard by Marriott Riyadh Northern Ring Road in the heart of the capital city of the Kingdom of Saudi Arabia on 1 June 2020.

Featuring stylish accommodation and excellent service, the hotel is ideally located near King Abdullah Financial District, Riyadh Digital City, and Riyadh Business Gate and provides easy access to the city’s top leisure attractions, including Riyadh Park, Riyadh Boulevard, and famous shopping malls.

“Courtyard by Marriott represents one of the fastest-growing brands in the region under our portfolio and we are delighted to be opening our fourth Courtyard by Marriott in the Kingdom,” said Guido De Wilde, Chief Operating Officer, Middle East, and North Africa, Marriott International. “The brand is a great fit for the city and its prominent location is perfect for our independent, forward-thinking guests who want to pursue their personal and professional passions while traveling on business or leisure.”

Courtyard by Marriott Riyadh Northern Ring Road features 197 spacious and comfortable guest rooms with a modern design, plush bedding, flexible workspaces, and thoughtful amenities. Featuring flexible spaces to work, network, and relax, the hotel provides the ideal destination for travelers looking to stay connected, productive, and balanced when traveling.

The hotel also features an exquisite signature restaurant, Seven offering local and international flavors from across the seven continents and all-day dining. Circles Lounge, serving a fresh and delicious menu with emphasis on local ingredients and seasonal dishes, The Lobby Lounge offers intimate sections to afford more privacy for productive business gatherings. Other facilities include a 24-hour fitness center, a swimming pool, and a handy on-site market.

The Courtyard by Marriott Riyadh Northern Ring Road meeting and events facilities include three flexible meeting rooms, equipped with state of art meeting facilities. Ideal for hosting events, including product launches, social gatherings & business meetings, it offers both choice and flexibility.

To find out more log onto


New Rolls-Royce Ghost Revealed in Saudi Arabia


The new Rolls-Royce Ghost, the latest addition to the marque’s collection of the most refined vehicles in the world, was officially revealed in Saudi Arabia by Mohamed Yousuf Naghi Motors, the authorized Rolls-Royce Motor Cars dealer in the Kingdom of Saudi Arabia.

As the city’s motoring cognoscenti gathered in both Jeddah and Riyadh, within the parameters of the social distancing rules and regulations, the new Ghost took centre stage and captured both the attention and imagination of all in attendance. rrmc-new-ghost-static-event-ksa_4

Welcoming guests were Abdulelah Basyouni, Rolls-Royce Motor Cars Director at Mohamed Yousuf Naghi Motors who upon the cars reveal commented:

“Succeeding the most successful product in the marque’s history, the New Ghost is the most technologically advanced Rolls-Royce yet, reflecting ‘Post Opulent’ design philosophy, and rejecting superficial expressions of wealth. It is a masterpiece of craftsmanship; as it whispers its qualities; it doesn’t shout. We are delighted to reveal the new Ghost here in Saudi Arabia to our clients.”rrmc-new-ghost-static-event-ksa_7


The most technologically advanced Rolls-Royce yet, the New Ghost succeeds the most successful product in the marque’s 116-year history. Reflecting ‘Post Opulent’ design philosophy and rejecting superficial expressions of wealth, this beautiful minimalist and highly complex monolithic sculpture is in perfect harmony with Ghost clients’ needs and perfectly in tune with the times.rrmc-new-ghost-static-event-ksa_2

Built on rigid aluminum Rolls-Royce spaceframe architecture, allowing designers and engineers to incorporate more technology such as all-wheel drive and all-wheel steering for unprecedented poise and surefootedness.

The New Ghost incorporates a world-first Planar suspension system significantly increasing agility and effortlessness and is equipped with a hallmark 6.75-liter twin-turbo V12 engine, delivering 571PS and 850nm.abdulelah-basyouni-and-mohamed-fawzi_2

For effortless egress, doors now electrically open as well as close and the interior components are tuned to specific resonant frequency to create a sense of serenity. The down lit Pantheon grille discreetly illuminates the Rolls-Royce iconography and the illuminated Fascia debuts featuring Ghost nameplate surrounded by more than 850 stars.

Full details are available at 


Adidas Originals Change is A Team Sport Campaign Takes Over Saudi Arabia


Shot in Al Ula and Featuring Alaa Balky, Aseel Saraj, Jory Almaiman, and Sarah Taibah.

Continuing the unmatched legacy of the iconic Superstar sneaker, Adidas Originals teams up with four Saudi female creators to celebrate 50 years of changing the game on the court with its ‘CHANGE IS A TEAM SPORT’ campaign shot in the centre of Saudi’s crown jewel, Al Ula.

Having graced the feet of teams and crews over time, the Superstar sneakers have cemented their iconic status in time, connecting people together across the pillars of ART, MUSIC, FASHION and SPORT under one key message: CHANGE IS A TEAM SPORT.

Staying true to the spirit of the campaign by bringing together four Saudi female change makers for a photoshoot highlighting female empowerment and the strong change they each bring to the local scene. The photoshoot features designer and creative Alaa Balky, Arabic rapper Aseel Saraj, fashion blogger Jory Al Maiman and avid skateboarder and actress Sarah Taibah all shot against the historical and cultural backdrop of Al Ula heritage site which evokes a promise of change for the kingdom.

Alaa Balkhy

The entrepreneur is known for her love of art who shines a spotlight on Arab culture to the world and beyond. A true visionary, Alaa’s style of art acts as a bridge between traditional and modern Arabic culture.

Aseel Saraj

Aseel is a Saudi bred hip hop artist and songwriter, known for her rap video that celebrated the lift on the driving ban against women in Saudi Arabia. Rapping only in Arabic, her style brings a new and fresh understanding to the hip-hop culture in the region.

Jory Al Maiman

Fashion enthusiast and blogger, Jory is one of the most influential social personalities in Saudi. Her unique style brings to life her own take on modern Arab fashion while also shining a light on local designers.

Sarah Taibah

An artist and actress by day and an avid skateboarder by night. Her story telling, either in filmmaking, writing, or illustration, amplifies femme voices and tries to push her society to express themselves vulnerably in alternative ways.

Bringing together all these inspiring women to deliver an undeniable message to life: Change Is a Team Sport. The new Superstar sneaker is now available in stores and on starting February 13th across the GCC.

Instagram: @adidasOriginals

About Adidas Originals: 

Inspired by the rich sporting heritage of Adidas – one of the world’s leading sports brands and a global designer and developer of athletic footwear and apparel – Adidas Originals is a lifestyle brand founded in 2001. With the Adidas archive at its foundation, Adidas Originals continues to evolve the brand’s legacy through its commitment to product innovation and its ability to filter the creativity and courage found on courts and sporting arenas through the lens of contemporary youth culture. Marked by the iconic Trefoil logo that was first used in 1972 and championed by those that continue to shape and define creative culture, Adidas Originals continues to lead the way as the pioneering sportswear brand for the street.


Adids to Embark on ‘The Happiest 5K The Planet’ in KSA



Adidas becomes the official sports partner of The Color Run presented by Sunsilk in Saudi Arabia.

Partnership will see adidas boost participants experience at events in Riyadh (26th October) and Jeddah (2nd November).

Adidas is calling on all Saudi residents to join them in celebrating their official partnership with The Color Run presented by Sunsilk, and help make upcoming events in Jeddah and Riyadh the Happiest 5k on the Planet.

The Color Run will see thousands of participants across Saudi Arabia embark on a friendly 5k run; unique in its non-competitive, family-friendly nature, but famous for its powder that participants are covered in as they make their way around the course. The event celebrates healthiness, happiness, and individuality by bringing the community together in what is now the largest running series in the world, experience by over 7 million Color Runners in 40+

Adidas is inviting runners to Feel The Boost at The Color Run at two brand-new race destinations; Riyadh on Saturday 26th October and Jeddah on Saturday 2nd November. This year, the theme of The Color Run is the ‘Hero Tour’ which celebrates the hero in everyone, where nothing is impossible and every participant is unstoppable.

Adidas will be giving participants an extra boost during event day by dousing participants head to toe in different colors  at the orange color zone on the course. The run is topped off with an unforgettable finish festival, with live music, dancing, activity booths and mass color throws that create millions of vivid color combinations. It’s here where participants can Feel the Boost or take pictures against the Adidas BOOST wall.

As a proud sponsor of the first Color Runs in Jeddah and Riyadh, Adidas will also offer participants and exclusive gift voucher which can be redeemed in Adidas stores in Jeddah and Riyadh.

To take part in The Color Run KSA, register online at Tickets are available from 50 SAR (Regular Package) and 100 SAR (Deluxe Package) for ages 13 and above, whilst children aged 12 and under can take part for free.

Instagram: adidasrunning
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Twitter: adidasrunning