Patrick Ta Beauty is making its biggest international push yet with a launch this week across Sephora Middle East, a market the brand says has become its strongest region for organic demand.
The prestige makeup brand, founded by celebrity artist Patrick Ta in 2019, will debut at 34 Sephora doors across the UAE, Saudi Arabia, Kuwait and Qatar. The rollout begins with a Sephora Middle East online launch Friday and in-store availability on Jan. 22. The distribution footprint is expected to expand to about 45 doors in the region within 12 months.
For Ta, the expansion represents the culmination of a decade of groundwork. The makeup artist, whose celebrity clientele includes the Kardashians, Gigi and Bella Hadid, and most recently Georgina Rodríguez, has been traveling to the Middle East for 10 years, building visibility through private clients, educational events and a series of master classes that have grown with each visit.
“My relationship with the Middle East has always been rooted in artistry,” Ta said. “When I first started my career, I was working with the Kardashians and with the Hadid sisters. Because of their fandom, it gave me a lot of visibility in the Middle East.”
Ta has hosted seven master classes in Dubai over the past decade, with attendance growing exponentially. His most recent class this past October drew more than 700 makeup artists from over 60 countries — the largest in his career.
“Those makeup artists have thousands of clients themselves,” Ta said. “To have someone coming to learn from me and bringing that into their own artistry and sharing that with their client in that region — that has been such a strong way of us entering any market.”
The expansion arrives with serious commercial tailwinds. According to brand executives, 36 percent of Patrick Ta Beauty’s global direct-to-consumer sales originate from the Middle East, with average order values in the region exceeding those from anywhere else in the world by 63 percent. Blush, tools and eye shadows lead regional demand.
“With the DTC that comes from this region, and very highly converting… the market demand really found us,” said Kimberly Villatoro, ceo of Patrick Ta Beauty.
Their growth plans for the region are ambitious. “We intend to come in very strong in the region. Our goal is to be a top-10 brand within the first year,” she said
Seventy percent of Ta’s social media following is based outside the U.S., with particularly strong communities in the Middle East and Latin America.
The Middle East expansion follows the brand’s successful launch at Sephora Mexico in August 2025, its first major international rollout since 2021. That playbook — deliberate market selection, deep creator engagement and experiential activations — is being deployed again.
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Ta said his product innovations — particularly the dual cream-and-powder textures that have become brand signatures — were designed with the Middle Eastern consumer in mind. “My artistry honestly feels made for the Middle Eastern woman,” he said. “The everyday woman there already knows how to do her makeup — they’ve been doing it for so long. I feel like the Middle Eastern woman is hungry to learn something different or be able to create something different for herself.”
Ta will be heading to the region at the end of the month, where he will spend 10 days promoting the launch with activities including personal appearances at Sephora Dubai Mall, meet-and-greets, VIP events and engagements with local creators and tastemakers. The trip represents a dedicated investment in community-building.
“It’s really important for me on this trip just to really connect with people,” Ta said. “Even though I have been going there, I feel like my brand is going to be very new there, and I really just want people to experience the brand how I intended it to be.”
The founder-led beauty market has become increasingly competitive, but Ta pointed to his continued work as a practicing makeup artist as something that helps him stand out. “Being a working makeup artist gives me a point of difference. I am a workaholic… I absolutely adore my job. I truly can say that I love being a makeup artist, and I am still fighting for my place.”
The brand will launch with its full product assortment in the region, though marketing will emphasize top-performing categories — blush, complexion, bronzer, tools and glow essentials — which align with existing regional DTC demand.
Since its 2019 launch, Patrick Ta Beauty has grown to become a top brand at Sephora U.S., posting double- or triple-digit growth each year and outpacing overall makeup category growth at the retailer. The brand holds the number-one blush collection position at Sephora U.S., one of the retailer’s largest makeup categories.
“Sephora has been a tremendous partner to us,” said Villatoro. “They really understand how to bring a prestige artist-led brand to life in any region. Patrick Ta Beauty will be choiceful and really deliberate about which markets they go into, and Sephora has really honored that for us.”
The brand will continue its direct-to-consumer channel in the Middle East alongside the Sephora partnership. “Launching in stores is about awareness and the opportunity for consumers to really touch and feel and experience the brand in a way that they have not been able to,” Villatoro said.
As for region-specific product development, Ta said the brand’s universal approach means formulas created for any market benefit consumers globally. “In creating products we are such a universal brand,” he said. “As we enter the market, my favorite thing is watching real people trying out everything and giving their honest reactions. That’s how we will always evolve.”
