Wow by Wojooh, the make-up brand of the leading Middle Eastern beauty retailer (100 Wojooh stores across 12 countries and on its e-store) has celebrated its 3 years’ anniversary.

The makeup line was developed with the purpose of meeting the demand of an increasingly sophisticated and savvy beauty consumer, filling a gap for a Middle Eastern makeup brand with regionally adapted product attributes and shades.

The products are made to the highest quality standards, in the best European manufacturing facilities and with formulas made to withstand the Middle Eastern weather. The line now consists of over 200 products and shades ranging from heatproof high coverage foundation to extreme wear matte lip lacquer and breathable nail polishes.

Distributed exclusively in the stores of the Wojooh network (Chalhoub Group), the mid-range brand quickly topped the sales charts becoming the fastest selling makeup brand of the network.

Surpassing established international brands, its success clearly demonstrates how consumer centric approach and ultra-targeting are the key to winning consumers trust and loyalty,” said Wojooh in a release. “The brand is now ready to conquer new customers and expand in new channels and markets,” added Patrick Chalhoub, Co-Ceo of Chalhoub Group.

This expansion will begin this year with the launch of the Bath & Body line with a total of 36 references in three ranges: Cooling, Moisturizing and Shimmering.