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Vogue Arabia

How Samer Khouzami Built a Beauty Empire Out of Contour

Khouzami's artistry has often been described as 'architectural,' a word he doesn't shy away from. His shorthand for his aesthetic: sculpted, luminous, timeless. But the scaffolding behind those words is a precise method of layering and light play that makes the sculpting look soft, skin-like, modern. The traditional hallmarks of Arab beauty – deeply defined eyes, contoured planes, glowing skin – remain intact, but updated for a new audience. The effect is less mask, more magnification. 'A face carries a lifetime of stories; heritage, emotion, personality,' he said. 'My role is to reveal the most captivating version of that story.' Sometimes that means restraint; other times, a full transformation. But the intent, always, is respect. What's changed in Arab beauty over the past decade? Perfection has given way to individuality. Where once the goal was a flawless, near-uniform 'ideal' look, the conversation now is about authenticity – skin tones, textures, features, identities. Khouzami has both witnessed and propelled that shift. 'Today, Arab beauty embraces diversity,' he said. 'And that has made our representation more authentic and powerful.'