Step aside highly contoured cheekbones, pouty lips, dramatic eyebrows and airbrushed skin. That unattainable version of beauty made popular by celebrities like the Kardashians is taking a backseat now that new brands and retailers are championing diverse beauty standards. UAE-based clean beauty retailer Glu is one of those businesses that aims to give people freedom to express themselves beyond the traditional look often celebrated in the Middle East. It joins a burgeoning group of clean beauty and skincare brands around the world that are now focusing on diversity and inclusivity, such as cult US brand Milk and Australia-based Fluff Cosmetics.“So many brands are about hyper-perfection, contouring and covering up your flaws. But you know what? We love your flaws, we want you to show them in however way you want,” Glu founder Hamda Baker told Inside Retail.“Not everyone wants to look that way and not everyone fits into it. We want to be that place for those people. We’ve created a platform where you can come in with purple eyeliner or black lipstick, you can have no make-up at all for all we care, you just do you.”Glu currently stocks 36 independent clean beauty brands from around the world. On the site, customers can use filters to shop for a range of clean beauty benefits, including paraben-free, cruelty-free, sulfate-free, recyclable or vegan.According to Baker, the beauty industry in the Middle East is growing rapidly, but Generation Z consumers are leading the charge in terms of changing the narrative around what is expected of brands. Like elsewhere in the world, savvy brands in the region are becoming more socially conscious and considering the impact they have on both the community and the environment. “The big thing to remember in Dubai is that a lot of the kids growing up here are from all over the world in terms of ethnicity, but they’ve also been raised here, so they’re borrowing different parts of the culture, they’re challenging stereotypes and demanding a lot more from brands and products,” said Baker.“Glu was born with the DNA of self-expression, being built by the youth, for the youth. We wanted to make sure it challenged not only the beauty industry, but an overall stereotype which has surrounded the region over time, whether that is with regards to beauty ideals, behaviours, trends, or the shift in attitudes.”Glu is also focusing on Gen Alpha, the demographic after Gen Z. According to Baker, they’re predicted to have even higher standards in the beauty industry than their older counterparts and will be more creative and entrepreneurial. “In terms of what we’re doing, we’re leading the conversation and establishing those benchmarks. It’s a non-negotiable for us. Everything that’s Glu-approved meets clean beauty attributes. We’re uncompromising in establishing those standards.”Inside Glu’s Mall of Emirates store. Image: SuppliedCreating a ‘beauty riot’Glu opened its first physical space at Debenhams in the Mall of Emirates in June and next month, it will launch into Dubai Mall, followed by Dalma Island, City Centre Mirdif and Kuwait.Known as its ‘Beauty Riot’ concept and developed with Green Room Design, Glu’s store-in-store goes against the brand-led experience of other beauty retailers as it is actually divided up by category, allowing customers to compare and contrast colours and textures side by side. Meanwhile, a flagship store in Dubai Hills is currently in the works, where customers can fully immerse themselves in the brand. According to Baker, the experience-led space will feature various spaces with different vibes, including areas where customers can play with different products and curate their own boxes and others where they can enjoy a wide range of services. “There, you feel like you’re walking into an art studio, where we can help you to bring out your creative side. We are looking at doing hair and make-up, but we’ll also offer more curated services, where customers can get mermaid braids, paper lashes, a specific Coachella look and even nail art where you can get your favourite image printed on your nails,” explained Baker.