Top 10 Brands Expanding into the US in 2026
A comparative look at ten international brands and their 2025 United States retail expansion strategies.
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US beauty brands entering Dubai and the UAE through strategic retail and distribution partnerships.
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Report findings
This table follows the original report’s order and terminology. Figures relate to the study period stated below, not live measurements.
| Rank | Brand Name | Launch Date | Primary Channel | Key Strategy/Focus |
|---|---|---|---|---|
| 1 | Glossier | Oct 2024 | Sephora Middle East | Cult favorite products, minimalist aesthetic |
| 2 | Kosas | Sep 2024 | Sephora Middle East | Skin centric "Clean Beauty" movement |
| 3 | Ilia Beauty | Oct 2024 | Sephora Middle East | High- performance clean makeup |
| 4 | Saie | Oct 2024 | Sephora Middle East | Clean beauty & dewy makeup |
| 5 | Rhode (Hailey Bieber) | 2025 | Sephora Middle East | Skincare essentials, celebrity backed brand |
| 6 | Tatcha | Aug 2025 | Sephora Middle East | Luxury Japanese inspired skincare |
| 7 | Summer Fridays | 2024-2025 | Sephora Middle East | Skincare-makeup hybrids, pop-up events |
| 8 | Tower 28 | Aug 2025 | Sephora Middle East | Sensitive skin friendly clean beauty |
| 9 | Bubble Skincare | Sep 2025 | Sephora Middle East | Gen Z focused, affordable skincare |
| 10 | e.l.f. Beauty | Nov 2025 | Sephora Middle East | Affordable prestige & mass- market reach |
Source and study period: RETAILBOSS report, page 2: U.S. beauty brand launches in Dubai and the UAE, with launch dates from 2024-2025.
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