Hot New Beauty // Dubai-Born SADE Lands at Ulta Beauty Middle East, Less Than a Year After Launch

SADE, the Dubai-founded beauty essentials brand, is marking its fastest milestone yet: less than a year after debuting, it's now available at Ulta Beauty Middle East, both online at Ulta.ae and in stores across Dubai.

Founded by Turkish entrepreneur Ece Baltacı Mallak, SADE built its identity around a minimalist, climate-smart philosophy - multifunctional products designed to do more with less, developed with labs in Turkey and Korea and formulated to be dermatologist-tested, vegan, cruelty-free, and free from sulphates and parabens.

"We created SADE with a very simple idea: that beauty doesn't need to be complicated to be effective," says Baltacı Mallak. "SADE was born in Dubai, so seeing the brand now on the shelves at Ulta Beauty Middle East feels particularly special."

The edit centres on a handful of hero products: Glow Veil SPF 50 PA++++, a lightweight daily sunscreen built for humid climates; Silk Lip Melt and Silk Lip Liner, a hydrating gloss-and-liner duo; and Brow Shape, a peptide-infused clear brow gel.

Since launching in fall 2025, SADE has grown through a Powder Beauty partnership and regional pop-ups - with Ulta marking its most significant retail step yet.