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About Us

Project bYouty is the conscious online destination for women (and men) in the Middle East. It’s not just about skincare and selfcare, it’s way more than that… We’re on a journey of self-discovery with you: spiritually, emotionally, and physically. We call that #GROWTH.

<p>Now, more than ever, we’re making informed decisions, and making changes to our lifestyles. Health is the new wealth.</p>

Now, more than ever, we’re making informed decisions, and making changes to our lifestyles. Health is the new wealth.


To be honest, the jump from 15+ years in the music industry to beauty isn’t one I ever saw myself making. And to be even more honest, I must admit that dealing with superstar Drake on show day (true story) has, at times, felt easier than deciding which hyaluronic acid we should carry. But sometimes a leap into the unknown is exactly what’s needed.

Enter all things Project bYouty: a carefully considered platform that not only gives you local access to some of your favourite beauty and wellbeing products, but also intrigues, informs and inspires you to make conscious decisions - no matter how big or small.

I’m beyond proud to carry every brand we stock. I’ve spent months talking to founders and formulators from exceptional companies around the world and I want you to hear their stories and get to know who’s really behind them. Where do they come from? What motivates them? How did they get started? And arguably most important, what are they doing to make the world a better place?

Whilst we continue to work relentlessly hard to bring you, the consumer, a platform we think is so desperately needed, the reality is we're human and we won't always get it right. We need you to never be afraid to email, call or slide into our DMs with ways we can give you more or where necessary do better. After all, there’s no better feeling than adjusting another woman’s crown without the world ever knowing it was crooked, right?

Amy Wilkinson-Lough Founder
Out of Stock


Augustinus Bader -
‘The Cream’

Join our waiting list to be one of the first to get your hands on this beautiful product