Blushes

Blushes Cosmetic Trading L.L.C holds its own UAE trade licence, and the trade name is the activity. The work is sourcing and supply: lines are chosen, bought in and passed on to the businesses that sell them. Demand in the Dubai market spans international prestige lines and regional preferences in colour, fragrance and skincare.

Blushes took December in the 2024 group calendar, and the card put packs under its own name rather than a supplier's. Three are shown: an aloe nourishing hair mask in a jar marked 100% natural contents, a hydrating conditioner in a 250 ml bottle, and a caffeine damage-control shampoo in a 500 ml tube. Two of the three carry printed copy. The jar's names an Aloe Bliss Nourishing Hair Mask and the aloe vera in it, and offers to take hair “from dry and dull to luscious and radiant”. The tube's names a Revive and Protect Caffeine Shampoo and, as printed on the pack, offers to “rejuvenate tired strands, fortify against damage”.

The mark is a script wordmark with a small line of letter-spaced capitals beneath it. In the 2024 lockup strip it is the only script: the ALOT lockups and EYE|ON are set in capitals, apaniot in a lowercase sans. On the December card it is reversed, white on grey, above the line the marketing carried then, “Where Elegance Meets Radiance in Every Shade.” The address printed on that card was blushesglobal.com.

Blushes sits with the portfolio's consumer businesses rather than its technology ones, nearer to Thanjai and MGM than to Apaniot or Eye On. The 2024 marketing placed it in the same strip as Apaniot, Eye On and the ALOT businesses, with a month and a page of its own, and the group's printed member list names it alongside them. The structure is the portfolio's usual one: a licensed company of its own, trading under its own brand.