DUBAI: Biochemist and content creator Toufic Braidi is on a mission to bridge tradition and science with Antati, which he says is a “clean” beauty brand formulated specifically for Arab skin and the region’s climate.
With many of his videos racking up 100 million views and counting, Braidi has parlayed his background in biomedical engineering and biochemistry into a line developed and manufactured in Lebanon.
“I realized there was a huge gap in the Arab world when it comes to good skincare, especially products that respect our climate, our genes and our culture,” Braidi told Arab News.
Antati’s formulations are fragrance-free, vegan, halal-certified and non-comedogenic.
“We are committed to creating risk-free formulations that are clean, safe and effective,” he said, noting that the brand avoids ethanol, pork derivatives, animal-based ingredients and synthetic fragrances.
“There’s a lack of cultural respect in the global beauty industry. I wanted to create a brand that truly reflects us.
“Why am I going to go and spend on skincare that doesn’t care about what Mahmoud from Riyadh thinks — when Mahmoud from Riyadh is a conservative halal consumer who deserves to be seen?”
The brand name Antati is derived from the Arabic words “anta” and “anti,” the masculine and feminine forms of “you,” reflecting the brand’s inclusive mission.
Its product range includes Arabian Pearl Face Cream, Shams Glow Serum, Sahara Shine Serum, and Desert Breeze Toner, all with names inspired by Arab geography and heritage.
Designed to work with common traits of Arab skin, such as higher melanin levels, oiliness and sensitivity to heat, Braidi emphasizes that understanding skin function is key.
“Arab skin is robust, but we live in harsh climates. We need ingredients that hydrate without increasing sebum and that won’t irritate sensitive skin.”
Despite launching only seven months ago, Antati has seen strong organic growth. Endorsements include pop superstar Myriam Fares’ unexpected Snapchat post driving thousands of sales.
“At first, I thought our moisturizer would be the least popular,” Braidi said. “But the Arabian Pearl Face Cream is our bestseller.”
For Braidi, Antati is more than skincare: “It’s confidence, empowerment and self-care created by an Arab, for Arabs.”
