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Industry Game-Changer RMS Beauty Has Landed In The Region

The stellar products from the clean beauty mover and shaker are *chef’s kiss*

Regional fans of toxin-free beauty solutions can now add make-up from RMS Beauty to their cosmetic bags. Available on Secret Skin, Anisha Oberoi’s award-winning clean beauty platform, the American conscious beauty brand is loved by influencers and others looking for clean alternatives.

RMS Beauty, founded by Rose-Marie Swift, redefines traditional beauty standards with its ‘living-ingredient based products’ and refillable packaging. Formulated using raw, food-grade, organic and natural ingredients that are sustainably sourced from nature and unique to indigenous cultures, RMS puts effective long-wear make-up with nourishing ingredients in the spotlight.

Whether it’s the silicone-free gel-textured primer with vegetable squalane, hyaluronic acid and eggplant fruit extract, the versatile palette featuring award-winning cream luminizers in four shades for a dewy glow or a multi-tasking natural, blendable cream cheek and lip product with buriti oil and shea and cocoa butters, they’re the make-up stars every mindful buyer needs in her stash. The brand has also made waves with its rich and nourishing cream foundation with wild-crafted buriti oil, organic coconut oil and the RMS signature adaptogenic herbal blend and its softening lip-softening balm.

“We’ve been holding off on launching in the Middle East for a variety of reasons, most of which is ensuring that we have the right partner for the region. Secret Skin’s mission, experience, and knowledge of the region, coupled with Anisha’s love of RMS gave us a mountain of confidence that Secret Skin is the right partner," David Olsen, CEO of RMS Beauty, said.

A pioneer of the clean beauty movement and celebrated master make-up artist for over 35 years, Swift founded the eponymous brand in 2009. RMS Beauty was inspired by Swift’s health journey, as well as her realisation that cosmetics could be made with better, safer ingredients while simultaneously making women feel more beautiful, bold and authentic.

"I am beyond thrilled to finally launch my brand in the Middle East.  RMS is growing tremendously well at this time and with our recent acquisition I couldn't think of a better moment to expand our momentum of clean beauty," Swift, who is unwavering in her quest for innovative ingredients that perform, said.

Secret Skin has been expanding the make-up segment on the platform since the category launched in January 2022, with the focus on adding Clean Colour selections for its customers.

“I’m very proud to exclusively introduce this cult brand to the region to enhance the offering to our customers,” Oberoi, who is also the CEO, said. “Make-up is considered armour and is making a comeback given the ebb of the pandemic, and our intention is to enable users to make playful decisions about their makeup choices without compromising on their health.” 

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