DUBAI: A little while ago, I attended a masterclass for Hourglass Cosmetics in Dubai. As someone who does not wear much makeup — I do not own foundation or even basic tools — I was curious to see whether this much-talked-about brand could change my mind. 

As the class unfolded and the makeup artist demonstrated how to create their signature “dewy” look, I wondered: Is this brand for someone like me? After the session, I browsed the range, got shade-matched, and tested a few brushes. A few days later, I received a curated selection of cult favourites: the Airbrush Primer, Skin Tint, a clump-free mascara, a richly pigmented liquid blush, a volumising glossy balm, and other treats.

I decided to put it all to the test. The results surprised me. I did not look overly made up — my sun spots were still visible beneath the tint — but my skin looked fresh, and my cheeks had that light, rosy flush you usually only get from a good mood or better lighting. 

The next test was longevity. I applied the entire routine at 5 a.m. before a flight to Rome. By 11 p.m. local time, my friends were amazed that my makeup was still intact. It was time for a purge — ditch the old products and restock with what really worked. So I decided to learn more about the Hourglass brand; its philosophy, iconic products and their foray into the Gulf Cooperation Council region, especially Saudi Arabia. 

Founded by beauty entrepreneur Carisa Janes in 2004, Hourglass was born to challenge the traditional idea of luxury beauty. “From the outset, my vision was to merge innovation with integrity,” Janes tells Arab News. “I wanted to prove that you don’t have to compromise on ethics to experience exceptional quality.” 

This philosophy has been at the heart of Hourglass since day one, setting them apart in an industry that, at the time, was not prioritizing cruelty-free beauty at a luxury level. The brand quickly carved a niche for itself by combining high-performance formulations with a cruelty-free philosophy — something rarely seen in luxury beauty at the time — and eventually made the bold move to go fully vegan. “At the time, luxury beauty was so often synonymous with indulgence, with little consideration for animal welfare. I could not accept that performance had to come at the cost of compassion.” 

Every product they create is designed to push boundaries, both in innovation and impact. The Unlocked Collection, for instance, is rooted in the brand’s commitment to animal welfare, with 5 percent of net profits supporting the Nonhuman Rights Project’s work to secure fundamental rights for animals. “The collection embodies the fusion of luxury and performance, offering high-impact, radiant formulas that feel as indulgent as they are purposeful,” Janes said.

Equally groundbreaking is the Ambient Lighting Collection, inspired by the transformative power of light. “I wanted to develop powders that could recreate the most flattering lighting effects — whether it is the soft glow of candlelight or the diffused radiance of golden hour,” she says. The result was a finely milled, photoluminescent formula that enhances the complexion in an almost ethereal way — subtle yet transformative, and now one of Hourglass’s most iconic innovations. 

A staple among celebrity makeup artists and celebrities alike, the brand is now fast extending its presence within the GCC, especially the UAE and Saudi Arabia. 

Janes said the Kingdom “is an incredibly exciting market. There’s a distinct appreciation for artistry, luxury, and innovation — qualities that are intrinsic to Hourglass.” 

As Saudi consumers increasingly seek brands that align with their values, Hourglass’s cruelty-free, vegan philosophy feels especially timely. Janes notes that Hourglass has seen strong momentum across Europe, the Middle East and Africa, and the expansion into Saudi Arabia is a natural step in their global strategy. 

“The Kingdom represents a key market in our global expansion, with a beauty industry that continues to grow at a remarkable pace,” she said.

Janes’ ultimate vision for Hourglass is to redefine luxury beauty for the future — to prove that artistry, innovation and ethics can coexist at the highest level. “I hope that when people think of Hourglass, they don’t just see a brand, but a movement — one that proves luxury can be transformative, not just for those who wear it, but for the world at large.”