For the holy month of Ramadan, Sephora has announced a collaboration with some of the most talented artists and musicians across the GCC region. Together, they aim to showcase the beauty of traditions, heritage, and artistic expression through three captivating stories from Saudi Arabia, the United Arab Emirates, and Kuwait. At the heart of these stories is the deep connection between tradition and progress unique to the region.

Through collaborating with a diverse group of artists, Sephora seeks to highlight the importance of embracing cultural heritage while celebrating the journey of progress and growth that these countries have made in recent years.

Saudi Arabia…A Story Encapsulated In Patterns 

Arwa Assri and Ghaida Al-Ghanim are two artists who use their art to tell a story of community, creativity, and female empowerment. Ghaida, a young self-taught artist, draws inspiration from her Saudi heritage whilst adding her touch to each piece. Arwa learned Qatt from her mother and teaches it to younger generations to keep this tradition alive. For generations, women in the Asir region have gathered to create stunning murals on the walls of their homes, weaving together a visual narrative of celebration.

United Arab Emirates…A Story Carried By The Sand

Noura Alserkal, Maitha Hamdan, Fatma Altaher, and Buthaina Kazim are four artists reviving the essence of heritage in their work. Noura uses unconventional materials in her desert-inspired jewellery. Maitha revives old patterns and fabrics, creating modern designs. Fatma empowers Arab women through her luxury abaya brand. Buthaina spreads cultural stories through her independent cinema. These artists’ stories showcase the ever-evolving spirit and beauty of the region’s culture and how it can be honoured and celebrated in new, innovative ways.

Kuwait…A Story Woven In A Song

Shahad Alamere and Alaa Alhendi are two young Kuwaiti musicians who embody the country’s rich musical heritage. Alamere’s unique voice has secured her a spot in top theatrical performances, while Alhendi adds a revolutionary touch to every piece of music. The region’s musical legacy is rooted in the songs of pearl divers, with fidjeri music anchoring in the call-and-response style. As modern musicians draw inspiration from this rich tradition, the story of the region’s music continues to unfold a story of resilience and beauty.

The campaign also features Kuwaiti athlete Aziz Mashaan, Kuwaiti artist Hamad Al Humaidhan, and Saudi Arabian cultural & creative consultant Lina Malaika. 

Rand Al-Hadethi is an art, culture, and fashion writer who approaches all her creative endeavours with a penchant for storytelling. She explores the intersection of fashion, culture, and society and sheds light on talent and cultural movements across the Middle East and the world. Rand also publishes a bi-monthly themed substack newsletter called WebWeaver™. To reach Rand, email her at or follow her on social media @rundoozz.