Producing a Diversity-Led Beauty Campaign for Mraya: Bringing Middle Eastern Beauty to the UK Market

When Mraya Beauty & Beyond approached me to lead the production of their latest makeup campaign, I immediately knew it was a project with purpose.

The brand — founded by Saudi entrepreneur Rana Banafa — was preparing to expand into the UK market, and needed contemporary, diversity-focused imagery that would resonate across cultures while staying true to Mraya’s Middle Eastern identity.

As both photographer and producer, I was responsible for overseeing the full production process: sourcing the studio, managing equipment rentals, assembling a skilled crew and leading model casting. Working closely with Rana, we curated a cast of four women that reflected the brand’s inclusive vision — showcasing beauty across skin tones, ages and cultural backgrounds.

The campaign focused on Mraya’s vibrant lip glosses and multi-use cheek tints, designed to complement a wide range of complexions. On set, it was a fast-paced but joyful shoot day — powered by a talented team, including lead makeup artist Marie Reitner, who delivered fresh, luminous looks under pressure.

From creative direction to execution, this campaign was a celebration of global beauty standards evolving — and I’m proud to have helped shape imagery that bridges cultures and markets with clarity and care.