Miraa.me turned Unilever into one of the region’s largest cultural publishers

For Arab women, beauty is not a fixed concept. Its definition has never been more individual, and goes beyond the superficial and deep into societal issues. Our idea was to help Unilever build trust, social fluency and create conversations that address the individual impact beauty has in culture. We wanted to make a point of going far beyond the product and take a closer look at the real issues brands almost always avoid. Miraa was developed to represent a true reflection of women today. To push the boundaries of cultural conversations forward and raise the profile of Arab women by questioning, informing and offering an authentic, worldly perspective on the reality of the society they live in. Miraa’s mission is to send a bold statement: that the time for stereotypes of this kind is over, and that there is finally a platform in Arabic for, by and about Arab women.