From vision to legacy — the story of Armaf Beauté begins with Sterling Group, founded in 1998 under Fakhruddin Holdings. For over 25 years, Sterling has defined excellence in beauty, crafting iconic fragrances and cosmetics loved across 150+ countries.

Now, this legacy evolves. Born in the heart of the Emirates, Armaf Beauté embodies a new era of expression — where beauty is real, diverse, and endlessly individual. As Arabian beauty continues to rise as a powerful force in the global beauty market — celebrated for its boldness, depth, and modern interpretation of tradition — Armaf Beauté stands at the forefront of this movement.

We believe makeup is a form of self-expression — a way to illuminate your confidence, creativity, and inner strength. Every shade, every stroke, every product is crafted to empower you to embrace who you are — unapologetically.

We inspire and celebrate the beauty of individuals across the world, turning every interaction into a moment of discovery and delight.

Armaf Beauté is where beauty is more than what you wear — it’s what you feel.
It’s the confidence in every glance, the joy in every smile, and the power of embracing your individuality.