M+C Saatchi Middle East becomes e. l. f. Beauty's PR representative for…
14 July 2026Credit: Pexels/Kateryna LuhovskykhM+C Saatchi Middle East has been appointed PR and communications representative fore. l. f. Beautyacross the Middle East, taking over press office duties, media. . .
14 July 2026Credit: Pexels/Kateryna LuhovskykhM+C Saatchi Middle East has been appointed PR and communications representative fore. l. f. Beautyacross the Middle East, taking over press office duties, media opportunities and brand communications for the brand's regional presenceThe appointment follows e. l. f. Beauty's entry into the Gulf region in November 2025, when the brand launched across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE through an exclusive partnership with Sephora. The brand's products became available across all 70 Sephora stores in the GCC from 21 November, alongside e. l. f. Cosmetics and e. l. f. SKIN on the retailer's regional e-commerce platform, sephora. me. e. l. f. had identified the GCC as its most-requested region among markets without a retail presence, with social mentions for the brand up 38% ahead of the launch. The entry was supported by a regional campaign, "eyes. lips. finally," which included digital screen takeovers at Dubai Mall and malls in Riyadh, along with billboards on Dubai's Golden Boulevard. Launch PR for e. l. f. in the GCC was handled by The Romans MENA, which ran an influencer-led campaign for the e. l. f. launch across Saudi Arabia and the UAE, working with hundreds of local creators to support the brand's mass-market positioning.