L’Oréal Middle East has launched LOREALISTAR, a multi-brand creator loyalty platform aimed at building long-term relationships with digital content creators across the Gulf Cooperation Council (GCC).
The platform, which officially launched in the region in June 2026, is open to creators with at least 1,000 followers on a social media platform. It focuses on rewarding creators based on engagement, creativity and community connection rather than follower count alone.
Already operating in 19 markets across Europe, North America and Australia, LOREALISTAR is part of L’Oréal Groupe’s global ambition to bring one million creators onto the platform while strengthening long-term collaborations across its portfolio of beauty brands.
According to the company, creators who join the platform will gain access to exclusive brand experiences, product launches and events, professional development opportunities, visibility across L’Oréal’s official brand channels, and networking opportunities with fellow creators and brand teams.
The initiative marks a shift from one-off influencer campaigns towards sustained partnerships with creators.
“We see incredible creativity coming out of this region every day, and LOREALISTAR was built to support that talent in a more meaningful, long-term way,” said Olfa Messaoudi, Chief Digital and Marketing Officer at L’Oréal Middle East.
She said the platform would help creators access new opportunities while enabling the company to build stronger relationships with people shaping beauty conversations across the GCC.
L’Oréal said the platform is open to creators aged 18 and above living anywhere in the GCC, with the UAE serving as the primary launch market. Creators from Saudi Arabia, Kuwait, Qatar, Bahrain and Oman are also eligible to join.
While the platform is designed for beauty creators, it is also open to content creators in lifestyle, wellness and fashion who have an engaged audience and an interest in L’Oréal’s brands.
The launch comes as the GCC continues to witness high levels of social media adoption, with the company citing GWI 2025 data showing that more than 90 per cent of the region’s population uses social media.
