Our Founder: Balqees Fathi
Celebrated singer. Cultural icon. Beauty visionary.
Balqees Fathi channels her love for self-expression and Arab heritage into something more than a brand she created a movement.
Born into a legacy of artistry and raised with a deep reverence for culture, Balqees founded BEX Beauty to fill the space she didn’t see in the industry, a space where high-glam meets skin-loving care, where bold expression honors deep roots.
With over 15.9 million followers and a global voice, Balqees’s influence goes beyond the stage. It’s her authenticity, strength, and unapologetic presence that make her the perfect face of BEX, a brand made for real women, real beauty, and a glow that runs deep.
The Birth of the Brand
BEX Beauty was born from a personal mission—Balqees couldn’t find makeup that delivered camera-ready results without compromising her skin’s health. So she decided to make her own. Through intensive research, collaboration with top-tier R&D teams, and a commitment to scientific integrity, BEX launched in 2020 with game-changing formulas designed for skin-loving performance and flawless finishes.
Glow Authentically
At BEX Beauty, we believe in more than makeup—we believe in moments. Our mission is to celebrate the natural beauty of Arab women, while embracing the universality of confidence, self-expression, and care. From the shades that honor every undertone to formulas that feel like second skin, our products are crafted for women who want it all: health, style, and staying power.
Confidence through color
Skin-first glam
Inclusive representation
Cultural authenticity
Beauty backed by science
Our Woman: You
Whether she’s navigating boardrooms or brunches, weddings or workouts, the BEX woman is effortlessly powerful. Our community spans across the UAE, Saudi Arabia, Kuwait, Oman and Qatar - the global Arab diaspora, united by ambition, tradition, and self-expression.
Trend-aware but tradition-rooted
Stylish, smart, and self-made
Looking for beauty that fits her lifestyle—not the other way around
This is Just the Beginning
BEX Beauty is more than a brand—it’s a celebration of heritage, modernity, and sisterhood. Whether you’re discovering your signature shade or learning the perfect skin prep technique, we’re here to empower your every glow. Join our community.