Mariam Nihal

Saudi Gazette

From lipsticks, mascara, eye shadow, lip gloss and blush, micaroon keeps it retro, inveigling and a must have trend this season.



The macaroon-inspired make up boxes are really soft pastels and bright hues of beautiful artistry served in macaroon sized goodness. The founder describes the brand as happiness. The colors, warmth and retro appeal burst into candy flavors and builds an exciting experience for women.



“It’s pretty and colorful and it may even take you a minute to realize you can’t eat it!”



Born in Lebanon and grew up in KSA, Rima Khoreibi, a Lebanese national, created the new trendy makeup line in a bid to foster utopia in the lives of make up divas.



“Then we moved to Toronto Canada, where I later studied Cultural Anthropology at University. I left Toronto at the age of 24, when I got married and moved to Jordan for 4 years. My family and I have been living in Dubai for over 12 years now. I have 2 lovely boys and a great husband. I keep busy between my family and my work, which I hope will always be the main components keeping me busy in the future.”



She said the name micaroon is a word she came up with by combining two words that strongly identify the brand. Mica is a natural earth mineral found as the main ingredient in colored cosmetics and roon comes from macaroon.



She said: “I position micaroon make up in the competitive market by offering a great product that is unique in it’s packaging and concept, in addition to very competitive prices.”



The concept is based on a fun macaroon style counter. “It is literally eye candy! It’s so pretty and colorful and is a fun, happy shopping experience.”



All macaroon products are manufactured in Dubai. Rima said in most cases, when you buy cosmetics it’s based on the same concept, which is basic and non-creative, but a micaroon makeup shopping experience is actually fun, for any age group.



When asked why we should switch to her brand, she said: “I would tell people to choose micaroon over other brands for several good reasons. Support a brand that is made in this region. Micaroon make up is the first cosmetic brand manufactured in the UAE. Most of our ingredients are natural, our products are very well textured and well pigmented, our packing is gorgeous and the concept is totally unique. We compete with international brands, because we can.



“Personally, I’m very much a campaigner for new brands, especially from the Arab region. In fact, this generation is more individualistic and daring in their fashion, and beauty.



“Secondly, Micaroon make up is priced more reasonably than other brands. I’m very hands-on with production, meaning I am fully involved with choosing the colors and textures and the packaging and so on. So there’s a lot of thought and love that goes into each product.”



Another reason to buy Micaroon is for its convenience and simplicity. All of our products are cream based so you can apply them with a brush or your fingers, anywhere! I call it “glam on the go”.



It’s perfect for the lady on the go, who’s busy, loves life and doesn’t have the time to spend hours applying make up. Plus, our jars are very small and can fit in your pocket, or your tiny clutch. Like I said, it’s glam on the go.”



Rima worked on her project for two years prior to its launch. “It takes a lot of time and commitment and passion. I traveled around the world visiting manufactures and exhibitions to study my best options. If you are really committed, nothing is too difficult.



“My best finding was discovering that I could manufacture my products in the UAE. I found the manufacturers here extremely hygienic and of international standards. We ensure to use FDA approved ingredients. This is definitely one of the brand’s strength.”



The brand is now available online and is looking to expand further in the region. You can also find them at Pink Camel in Jeddah and S*uce in UAE.