Fashion and Beauty
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Making an unprecedented launch in the region, THEKÜR, offers gender-neutral brands and products, catering to the Middle East’s melanated community. With a mission to disrupt the current segment offering, the beauty e-tailer is committed to bringing quality products designed and formulated with people of colour in mind - a welcomed addition. Contributing to the solution, the platform provides product diversification and information geared towards those with darker skin and textured hair. Whilst this is the primary business focus, inclusive products catering to the wider regional population are also available.

THEKÜR - pronounced: “the cure”  is a modern beau-tech retailer offering a multitude of self-care products to the underrepresented melanated Middle East consumer. The platform offers a personalised shopping experience using data and science to help shoppers identify the right product for them. Through an innovative new online shopping experience, which utilizes human and artificial intelligence, customers can receive personalized product recommendations and much more, through THEKÜR’s search engine and product matching system technology.

“THEKÜR is designed with the melanated Middle East customer in mind and promises to bring widely sought-after beauty products and solutions that actually work for our skin. We want to empower our customers by providing them with products suited for their needs, information, and a safe community where they can be seen, heard and understood – we are more than just a beauty store,” said Jessica Usenbor, founder of THEKÜR.    

Brands that have been brought to the region for the first time and are available exclusively on THEKÜR, include: BabyTress, Bea Skin Care, Vitamin Injections and Kazmaleje. Community favourites such as Timeless Truth, Black Girl Sunscreen, and Masodi Organic are also in the product portfolio. These solution providers have been carefully selected based on scientific research, brand values and prioritization of quality ingredients.

“I’m a fixer by nature,  and I wanted to bring a much-needed change to the region’s beauty offering. THEKÜR aims to put the melanated community at the forefront and emphasize the uniqueness of our skin and textured hair. While working with brands that celebrate, elevate and empower the melanated complexion is our mission, inclusivity is also a core brand requirement and we have products and information relevant to the region’s wider quality-conscious population," added Usenbor.

With community at the forefront of everything THEKÜR does, the platform is just the beginning of welcoming conversations and required change across the beauty industry as a whole, and within the Middle East.

The e-commerce store offers customers information and education about how to take care of their textured hair and melanated skin. Both men and women can now receive personalised skin, body, and hair care recommendations while shopping on THEKÜR, enabling them to make better purchase decisions.

Source: POP Communications