L’Oréal Luxe Middle East launched the Beauty Creator Club, a program designed to identify and support emerging content creators in the Gulf Cooperation Council (GCC) region. 

The initiative began in August 2024 and aims to establish a community of beauty enthusiasts and elevate their content creation skills through a year-long partnership.

The program offers selected creators access to exclusive events, paid media amplification for their content, expert training sessions, and regular product updates. 

In its first year, participants attended ten events and training sessions, including a workshop with TikTok focusing on content creation and amplification strategies.

“Our mission is to empower the next generation of content creators, as we recognize that their voices are pivotal in shaping the beauty industry’s future,” Youssef Benkirane, General Manager of L’Oréal Luxe Middle East, said in a statement.

The Beauty Creator Club prioritizes creativity over follower count in its selection process, aiming to support a diverse range of talent across the GCC. L’Oréal Luxe sees this approach as a way to build connections with consumers, enhance brand trust, and tap into emerging beauty trends.

“The Beauty Creator Club is a strategic platform that amplifies diverse regional talent, nurtures creativity, and meaningfully bridges the gap between brands and consumers,” Benkirane added.

According to a YAAP report from last year, the influencer marketing industry in the Middle East was projected to reach $1.3 billion by the end of 2023 as brands shifted their marketing budgets from TV, print, and outdoor to influencer marketing.