Beyond Beauty partners with Platinum Records to position teen sensation Hala Al Turk as the face behind its new cosmetic brand

Beyond Beauty, a new cosmetics company which aims to help individuals redefine beauty on their own terms announced their partnership with Platinum Records to create a global line of cosmetics for their music artist Hala Al Turk. The partnership was announced recently at MyBeautyFest, all-inclusive beauty event extravaganza which brought together some of the biggest international brands as well as beauty icons and influencers to Dubai. Hala will be working with Beyond Beauty to create a new line of cosmetics called Hala Cosmetics. Beyond Beauty is promoted by Al Ahli Holding Group which is a leading UAE based multi-diversified international conglomerate.

Beyond Beauty’s soon to be announced cosmetic line represented by Hala Al Turk will target her core audience of girls in the age group of 14-22 years. Hala who is 15 rose to prominence in 2011 when she was selected for Arabs Got Talent and has since then released several hit songs making her a hugely popular singer across the Middle East. She has 2.7 million followers on Instagram and more than 1 billion views on YouTube. 

“I am so excited to be announcing that my first make up and beauty collection will be launched later this year with Beyond Beauty and Platinum Records,” said Hala Al Turk.  This is beyond a dream for me and I can’t wait to share this with my fans.”

Revealing the association with Hala Al Turk, John Park, CEO of Beyond Beauty said, “We are delighted to have Hala associated with Beyond Beauty.  Her immense talent combined with her youthful appeal and confidence was a great fit for our brand and we look forward to her involvement as we work with her towards introducing our brand in the region. Our line of organic products is really designed to

empower girls to express themselves, enhance their confidence and help them become comfortable with who they are as individuals.”

“It is a wonderful opportunity to be working with Beyond Beauty on the launch of Hala Cosmetics. Beyond Beauty have a global approach to their brands and this is an exciting opportunity for Platinum Records to partner with them to launch their first cosmetics line globally,” said Taymoor Marmarchi, Head of Platinum Records - MBC Group Director.