Inside the Instagram beauty boom

Meet the region's next-gen Instagram beauty success story taking on Huda Kattan
Inside the Instagram beauty boom

Natasha Zaki's career in beauty began on the back of a moped zipping through the cobbled streets of Paris after catching the eye of the legendary make-up artist Pat McGrath. The three years the Egyptian-British eyelash entrepreneur spent honing her craft as an assistant on Pat’s team saw her flying to all four fashion capitals, working on illustrious runway shows including Dior, Lanvin, Givenchy and Miu Miu, and left her with unshakable foundations on which to build a beauty empire of her own.

She was a perfectionist. It was so important that I learnt from her because she’s at the top of the game. I’m so glad that my story started there.”

Natasha moved to Dubai from London in 2013 with the dream of creating her own collection of false eyelashes. She launched the Glossy Make Up brand in 2015 with The Classic Collection of five sets of lashes and the following year The Arabia Collection was born, with lashes created to cater for the beauty tribes of Dubai, Abu Dhabi, Kuwait, Saudi, and Marrakech.

Among the beauty entrepreneurs and businesswomen she looks up to are Charlotte Tilbury, Pat McGrath, Lisa Eldridge, and Huda Kattan. “They all do it in their own way,” she observes.

With 25.1 million followers and rising, Natasha’s fellow Middle Eastern make-up artist-turned beauty mogul Huda Kattan has the most-followed beauty account in the world, and it’s clear that the power of Instagram has played a huge part in the success of the region’s homegrown beauty brands.

Without social media, we wouldn’t be where we’re at.”

“Instagram is definitely our platform for spreading our message fast.” However, she’s keen to set herself apart from the selfie generation. “I want to build my brand in a way that I feel comfortable with, which is not necessarily being all out there on social media selling myself for the dream. I want to sell my products for the dream.”

Grazia readers should start clearing space on their bathroom shelves for Glossy Make Up’s Cleopatra range of lashes launching for Ramadan, drawing on Natasha’s heritage, with a colour collection inspired by the ultimate Egyptian make-up muse haute on its heels.

"I want Glossy Make Up to be around long after I’m gone," she tells us. A strong statement, but as we’ve come to realise, make-up in the Middle East is nothing if not bold.

  • Glossy Make Up can be found at Tryano at Yas Mall, Galeries Lafayette at The Dubai Mall, in 25 Wojooh stores across the GCC, and is available online at Ounass and Nisnass

Photos: Supplied and Instagram