Antati has introduced a skincare line designed for Arab skin and climates. Founded by biochemist Toufic Braidi, Antati targets typical challenges for Arab skin types, including sensitivity to heat, higher melanin levels and oiliness, and the range is halal-certified and vegan.
The line-up includes Sahara Shine Serum and Arabian Pearl Face Cream, accompanied by the Antati Skin Analyszer Device. The device taps into the trend for personalisation and self diagnosis by usings electrodes to measure the skin’s moisture levels and elasticity and determine the skin’s current age, allowing consumers to tailor their routine for optimal results.
With 48% of Saudi Arabian and 60% of Nigerian and South African consumers strongly agreeing their heritage is an important part of their identity, more brands will come to market with products that align with localised cues and behaviours. Products and services that combine an understanding of local conditions with easy personalisation will appeal to the 48% of Saudi Arabian consumers who strongly agree that they think a lot about how daily choices impact their physical health, and the 49% who strongly agree that beauty brands should provide more scientific evidence to validate the claims they make.