The brainchild of northern lass Amy Wilkinson-Lough, the mission was simple – to build a website which would serve beauty-lovers, predominantly across the Middle East, selling natural, eco-conscious and sustainable products, that don’t break the bank unnecessarily.

At Project bYouty the voice you hear is Amy. It’s chatty and comes direct from her, and the team she has surrounded herself with, full of heart and soul. Write ups are personal and laced with humour; personal experiences with products are documented where possible, and brand descriptions explain the values and heart-warming stories behind each, rather than simply product info.

A fundamental part of the ethos of Project bYouty is to hire, promote and champion the efforts, skills, and achievements of women. Like any start up, there have been a few long, very dark days, and nothing gets you through those moments like a group of like-minded girls. It really is amazing what a momentary blast of Whitney Houston and a multi-pack of Krispy Kreme donuts can do when you surround yourself with the right people!

In all seriousness, no one can be “on form” every day of the week, and nobody can know it all, so instead, Amy put together a fabulously-wonderful crew of fearless females, as well as a number of pretty special men involved behind the Project bYouty scenes.

So what challenges is Project bYouty set to overcome? The UAE is still relatively new and there’s new make-shift sites popping up all the time – they all promise authenticity, at double the market price yet sadly few deliver the real deal. The number of brands Project bYouty spoke to who have found themselves on sites in the region they know nothing about was jaw-dropping, which essentially means consumers are being sold ‘fake’ products alternatively grey market products hence the astronomical prices consumers are seeing here on the ground.

At Project bYouty every product contract is directly agreed with the brand or licensed distributor, meaning prices remain in line with what consumers see across Europe and the USA. You see, the consumer is at the centre of every decision made at Project bYouty, something the team stands firm on. If the price can’t be fair, then sadly the brand is bid farewell.

Project bYouty’s strength is its information and education, because, let’s be honest, when did beauty and wellbeing become so overwhelming? Shop globally-renowned, respected brands and learn who’s behind the brand, what they stand for, and what difference they’re making to the planet we live on. More importantly detailed information about how to use each product, where it fits into your routine, and suggestions for other products that complement its use.

Users should never leave the site without feeling good about the impact of their purchase on the environment, their mental health, or exactly what to do with it. Over-stocked, expired bathroom cabinet be gone.

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