Home Beauty THEKÜR, brands and products for the Middle East’s melanated community

THEKÜR, brands and products for the Middle East’s melanated community

by Out and About Mag.

Making an unprecedented launch in the region, THEKÜR, offers gender-neutral brands and products, catering to the Middle East's melanated community. With a mission to disrupt the current segment offering, the beauty e-tailer is committed to bringing quality products designed and formulated with people of colour in mind - a welcomed addition. Contributing to the solution, the platform provides product diversification and information geared towards those with darker skin and textured hair. Whilst this is the primary business focus, inclusive products catering to the wider regional population are also available.


THEKÜR - pronounced: "the cure" is a modern beau-tech retailer offering a multitude of self-care products to the underrepresented melanated Middle East consumer. The platform offers a personalised shopping experience using data and science to help shoppers identify the right product. Through an innovative new online shopping experience, which utilises human and artificial intelligence, customers can receive personalised product recommendations and much more through THEKÜR's search engine and product matching system technology.

These solution providers have been carefully selected based on scientific research, brand values and prioritisation of quality ingredients. Brands brought to the region for the first time and are available exclusively on THEKÜR include BabyTress, Bea Skin Care, Vitamin Injections and Kazmaleje. Community favourites such as Timeless Truth, Black Girl Sunscreen, and Masodi Organic are also in the product portfolio.


With community at the forefront of everything THEKÜR does, the platform is just the beginning of welcoming conversations and required change across the beauty industry and within the Middle East. 

The e-commerce store offers customers information and education about taking care of their textured hair and melanated skin. Men and women can now receive personalised skin, body, and hair care recommendations while shopping on THEKÜR, enabling them to make better purchase decisions.

For more information and to shop, please visit website.



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