Interview with Sunita Menezes, Business Director of Armaf Beaute

Sunita Menezes, business director of Armaf Beaute shares how the brand is redefining accessible luxury through a diverse shade range, skincare-infused formulations, and tech-driven experiences designed for every individual.

Can you elaborate on Armaf Beaute’s positioning on inclusivity? 

We initially launched our shade range with a focus on Middle Eastern and Asian customers. As our business has grown, we now offer a full spectrum of shades from lighter to darker to cater to all skin tones. In addition, we’re expanding globally, with brand launches planned in the U.S., Africa, Asia, and Europe. Armaf Beaute is an inclusive brand, committed to offering products for everyone.

In a world where everyone is talking about being high tech, AI enabled, do you have any tech advantages to share? 

If you visit our website, armafbeaute.com, you’ll find our AR app, which lets you virtually try on a variety of makeup products. You can experiment with different looks, see how foundations and lipsticks suit your skin tone, and make informed choices before purchasing. These interactive features are part of the personalized services we offer to enhance your shopping experience.

How is Armaf Beaute prepared to further innovate and enhance their formulations among market saturation and sustainability demands?

Absolutely, sustainability is a key focus for us. Recently, we launched two Face Palettes, and all our products are vegan, cruelty-free, and paraben-free, with most containing 0% alcohol. Armaf Beaute is a skincare-infused brand, and that is where we are placing our emphasis going forward. For example, we have a serum that is made with almost 97% natural ingredients. This commitment to clean, responsible, and effective beauty is central to our vision for the future.

By combining technology, sustainability, and luxury, Armaf Beaute is shaping a beauty experience that’s accessible, responsible, and truly for everyone.