A new influencer marketing platform called Luma has debuted in the United Arab Emirates. It offers brands and content creators a marketplace to connect and collaborate on campaigns, the company’s announcement reads.

Luma provides an influencer marketplace that matches creators with brand opportunities and a managed service for brands to execute influencer marketing programs. The platform aims to facilitate authentic storytelling by vetting creators based on content quality, audience demographics, and follower data.

“We believe brands and creators can approach content from a fresh perspective,” Luma founder & CEO Carlos Robles stated in the announcement. “Luma will curate experiences that ignite creativity and collaboration.”

The company plans to focus on creators and brands that are aligned with narratives around wellness, women’s empowerment, and entrepreneurship. Several influencers, including LauraB, Ola ElSharef, Shef Codes, and Yluna, have already joined.

After launching in the UAE, Luma intends to expand to Saudi Arabia by late 2024. By 2025, it aims to operate across the Gulf Cooperation Council nations and Egypt.

Luma enters a crowded influencer marketing space where platforms like Trend, Cribbl, and Phygitall already operate in the Middle East.