In an industry often driven by aesthetics, Youmi Beauty is quietly redefining what it means to be beautiful, not just in appearance, but in action. At the heart of the Dubai-based beauty brand’s identity is the Youmi Beauty Charity Foundation, a philanthropic initiative that has, since 2017, committed a portion of every sale to supporting vulnerable communities across the Middle East.
Founded by Lebanese entrepreneur and mega-influencer Youmna Khoury, the brand’s social mission is deeply personal. Khoury spent 12 years of her life in an orphanage in Lebanon, a chapter that shaped her perspective and fuels her drive to give back. “I know what it means to have nothing,” says Khoury. “That experience didn’t break me, it built my sense of purpose. Giving back isn’t a campaign; it’s a core part of who I am and what this brand stands for.”
Through the foundation, 20% of Youmi Beauty’s total sales are directed to charitable causes focused on children, with ongoing support for orphanages, refugee communities, and education initiatives across Lebanon and Syria.
Most recently, the Youmi Beauty Charity Foundation hosted a full-day outreach visit to an orphanage in Tripoli, Lebanon. Far beyond a photo-op or one-time donation, the initiative was thoughtfully curated to make a lasting emotional impact. Activities included art therapy, educational play, and personalized gift-giving, all designed to foster connection, confidence, and joy. The relationship didn’t end with the visit. The foundation has committed to continued support for the facility and its residents, aligning with its broader mission to provide consistent, long-term care and development opportunities for children facing difficult beginnings.
Previous initiatives have included the distribution of hundreds of emergency aid kits to displaced families in Syria and the provision of school supplies to underserved students in Lebanon.
As Youmi Beauty continues to expand across the GCC, with best-selling colour lenses, lashes, and hair tools, and prepares to launch new categories including skincare and fragrance, the brand remains grounded in purpose. From its use of recyclable packaging to its funding of grassroots humanitarian efforts, Youmi Beauty is building a reputation as one of the region’s few truly impact-driven beauty brands. With over 3 million followers and a growing retail presence, the brand is a testament to what can happen when influence is used not just to inspire, but to uplift.
About Youmi Beauty
Youmi Beauty is a renowned professional beauty and hair care brand that is the brainchild of mega beauty and fashion influencer Youmna Khoury. First launched in 2017, the empowering beauty brand saw immediate success with its famed contact lenses, which were later complemented by eyelashes and hair extensions. After a two-year hiatus of researching and sourcing the perfect products to offer, Youmi Beauty is back on the market to put itself at the forefront of the high-end luxury beauty market. The brand inspires all women of the world to feel confident and empowered whilst celebrating the women of both today and tomorrow. With starting the Youmi Beauty Charity Foundation, 25% of the generated sales of Youmi Beauty goes towards children’s orphanages, charities aiding the disabled, and different countries in need. The brand also thinks globally in terms of sustainability, including its introduction of recycled paper for the packaging, consciously contributing to its plastic footprint.
