“I didn’t know anything better than to cover up my face, in the wrong way,” reflects Dubai-based luxury style expert Rosemin Opgenhaffen, who has spent 25 years in the fashion industry. It wasn't until she reached her 40s that Opgenhaffen understood that makeup should be about enhancing rather than masking: “You don’t need a lot of make-up, you just need to correct [skin tone] where needed.” Like many women nearing mid-life, she has found that the energy for extensive skincare routines and heavy luggage filled with beauty products has diminished, especially after her first pregnancy. At 45, Opgenhaffen emphasizes the importance of simplifying her beauty approach.

“As I’ve aged, my makeup case has become much more streamlined. I now know what works for me, a realization that comes with experience. You start to understand what you feel comfortable in.” This principle of effective and timeless beauty drives the creation of her namesake makeup line, Rosemin Beauty. Launched from the UAE, the brand sells directly to customers online and plans to set up a logistics center in the UK to reach Europe, followed by India and the US. A retail partnership will soon be announced, adding a physical presence to the brand.

Rosemin Beauty, with its luxurious formulations and sophisticated vision, aims to cater to discerning South Asian and Arab women, much like Victoria Beckham Beauty has successfully done in the West. In an age dominated by TikTok trends and youthful influencers, Rosemin Beauty cuts through the clutter, offering a thoughtfully curated selection of products that help women look and feel their best. The flagship product at launch is the Daily Radiance Correct & Conceal Duo (Dh180), a chic gold-toned compact that is already proving popular in Dubai’s upscale venues. Designed to address pigmentation concerns common among women in Asia and the Middle East, this compact encourages users to correct their skin tone before applying concealer.

“I often receive inquiries about my eye makeup on social media,” Opgenhaffen shares, noting that dark under-eye circles are a common concern. Her experiences in India opened her eyes to the vast array of skin tones and unique challenges many women face. To address this, she began hosting informal focus groups with women in their late 30s to late 50s, many of whom admitted to skipping the ‘correction’ step and relying solely on concealer. “What often happened was you ended up with a bright raccoon eye,” Opgenhaffen explains. Her solution? Reviving her initial plans for a warm-toned beauty brand from 2015 and launching a compact that promotes seamless correction and concealment. She engaged a product developer from New York and endeavored to collaborate with Europe’s top cosmetics manufacturers. “It’s truly my dream product,” she expresses, recalling her past struggles of mixing two foundation shades to achieve her perfect match, a process she wishes to leave behind.

Beyond the launch of her brand, Opgenhaffen is also navigating her first pregnancy, due this summer, with her husband, Javed Opgenhaffen. The couple tied the knot in Paris in 2023, and Opgenhaffen reflects, “The blessing of having children at this age is that there’s no FOMO. I’ve experienced so much in life.” Pregnancy has prompted her to pause her nightly retinol regimen and facial treatments, opting instead for a simple deep clean at Biologique Recherche since she wears makeup daily. She admits to indulging in Mustela stretch mark oil during her showers.

Dubai has a strong reputation for nurturing founder-led brands with global aspirations, and Opgenhaffen embodies this spirit. “To me, the greatest compliment is when someone opens their makeup bag and sees Rosemin Beauty next to Charlotte Tilbury, Bobbi Brown, or Huda,” she notes, expressing her admiration for these established brands rather than viewing them as competitors.

Next on the horizon for Rosemin Beauty is a curated selection of eye products designed for “a modern South Asian or Arab eye in toasted browns,” with blushes and lipsticks slated for release by year’s end. Particularly exciting for Opgenhaffen was casting 47-year-old Indian model Ujjwala Raut for the brand’s launch campaign. Opgenhaffen first met Raut at YSL and Gucci fashion shows, often being the only South Asian model in attendance during her time working with Tom Ford in the 2000s. “Casting Ujjwala is a joyous full-circle moment for me. She embodies what the modern South Asian woman is and what Rosemin Beauty represents: a woman who is active, lives a dynamic life, travels, takes care of herself, and is conscious of what she applies to her skin.” There are many women like this, and founders who listen and respond, like Opgenhaffen, are poised for success.