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Celebrating the Story of MissPalettable

Because we can’t get enough clean beauty.

Pop culture may have you believe that the so-called ‘pregnancy glow’ is practically a given, but the opposite was true for Mukta Purain. Here, the co-founder of clean beauty platform MissPalettable reveals its unexpected backstory, how she feels about elitism in wellness culture, what’s next in the industry, and more. Listen in.

Q

Let’s start with the basics. What is MissPalettable? And who is the MissPalettable woman?

A

She enjoys using products that are palatable to the skin. She’s bright, fun, and individual but also conscious, independent, and open-minded – that’s who I think of. The online platform, meanwhile, curates independent clean brands sourced from all over the world. But we steer clear of ‘green’ branding because we think beauty shouldn’t be so serious. Most of our brands are female-founded, too, and usually not available anywhere else except on MissPalettable. That’s also why our customers return – there’s always something interesting, something new. 

Q

Can you talk us through your journey from banker to beauty entrepreneur?

A

I was actually in finance, working as a foreign exchange trader. That was in a prior life in Singapore, before I moved to Dubai because of my husband’s job. Only one year later, I was pregnant and never ended up returning to finance. I like to say I gave birth to two children simultaneously: my son and MissPalettable. My skin changed a lot during the pregnancy, as is the case for many women. But for me, those changes were drastic. I saw a lot of sensitivity develop, and almost everything I used led to redness and allergies. And of course, I saw an increase in hyperpigmentation, too. 

Only your usual, mainstream brands were available in Dubai at the time, and they were just not working for me. I had to research others, which is what led me to K-Beauty. I started having Korean skincare products shipped over, and my skin improved. The redness disappeared, and I realised they are all about hydration and correcting inflammation. The formulations incorporate a lot more natural skincare ingredients and are lighter than Western beauty brands, too. But it was a whole process getting these products to Dubai because the awareness around Korean brands was nearly non-existent back in 2016 – even Sephora didn’t carry any. The birth of MissPalettable practically happened on my couch, with me watching TV and complaining about the shipping time and costs.

Q

Can you talk us through the process of how you curate the brands carried by MissPalettable? How extensively are they tested?

A

There are a few different approaches when it comes to testing. One is with brands that I have used and loved, and therefore want them on the platform. I then reach out and bring them onboard. And on the other side are brands getting in touch to possibly be listed on MissPalettable – that’s where the curation process truly happens. My first step is always research. I like working with brands that have a strong philosophy, a strong story, a strong founder’s story. And I prefer working with founders directly. I try every single product if the brand passes the research phase, testing each for at least two weeks. If I don’t like the products or love the brand, how can I expect my clients to? Matters like importing the products and looking into registration certificates follow – we’re quite regimented that way. That’s why we’re transparent with our customers, and that’s why they trust the fact that we only carry trustworthy products.

Q

And how do you tackle testing a product that isn’t suited to your skin type? 

A

I have extremely dry and sensitive skin, but I have a Marketing Manager in my team who has oily skin, so it works perfectly for us. There’s a Korean skincare brand that we’ve been testing recently, and I felt it wasn’t hydrating enough for my parched skin. That’s when I knew it may be suited to someone with oily or combination skin. She tested it, she loved it, and we then had a detailed discussion about it. What type of customer or skin type would benefit most from it? Do we already have something similar on the site? It’s a thorough process because we don’t want any brand to cannibalise another. You also don’t want too many brands of the same type or style. Otherwise, customers get confused – you want to give them options without overwhelming them.

Q

Sensitive skin is a source of misery for so many women, whether it’s due to allergies or climate conditions or – in your case – pregnancy. Any DIY tips you can share? 

A

I recommend looking for ingredients such as aloe vera, calendula, and chamomile, and avoiding the likes of fragrance and harsh exfoliants. Personally, I struggle with dark circles because of my Asian skin – it’s genetic. I wish there was a foolproof way to get rid of them, but there isn’t. However, the one thing I like doing, especially as a green tea lover, is refrigerating the teabags in a Ziploc bag after I’m done with them. I use them as an eye mask whenever I feel I need a quick pick-me-up because green tea contains caffeine and is an antioxidant. It does help, especially if you haven’t slept properly and wake up with puffy eyes.

Q

Wellness culture – clean beauty included – can often feel elitist, but the products listed on MissPalettable feel accessible and are surprisingly affordable. Was that a conscious decision? 

A

I feel like there’s a spectrum within the clean beauty space, and certain brands sit on one extreme. But we’re in a more balanced place in the sense that we’re not here to clean-shame you. For example, there have been a lot of conversations around what products qualify as clean. Does that mean everything else is dirty? No. People don’t realise that the term is derived from clean eating, which is simply eating real and wholesome foods. Of course, there’s no real definition of clean beauty because there’s no regulatory authority in place, so customers should do their own research – even if a brand claims to be clean. One thing we stand by is that nature and science can coexist, the two don’t have to be at odds with each other.

Q

If you were writing the Clean Beauty for Dummies guide, how would you explain the term? 

A

Clean beauty doesn’t mean cruelty-free, and cruelty-free doesn’t mean clean beauty. Similarly, clean beauty doesn’t mean vegan, and vegan doesn’t mean clean beauty. People get confused, which is understandable. Cruelty-free basically means a brand doesn’t test on animals, vegan means the ingredients used are not derived from animals. That’s the difference. The reason cruelty-free is significant is because there’s only one country in the world where animal testing is mandatory, but that one country happens to be a huge commercial market for many brands. Nars and Bobbi Brown, for example, started off as cruelty-free brands, but are not anymore. That’s why thorough research into a brand is so important for us. As for my take on clean beauty? Every single ingredient within a formulation serves a positive purpose.

Q

MissPalettable launched in 2017, a time when clean beauty wasn’t particularly known in this part of the world. What challenges did you face?

A

We didn’t have too many options when I started. There were two extremes – you had Sephora and department stores like Harvey Nichols, which carried high-end products, and then you had drugstores. Oh, and a few natural brands through Organic Foods and Café. That was it. You didn’t see a lot of e-commerce in the region either because people were sceptical about using credit cards online. There was also a bit of a herd mentality at the time; women were using whatever Kim Kardashian was using. These were just some of the hurdles I encountered. 

Nothing happened at first because nobody knew about us, so a lot of time was spent in building brand awareness. And once that happened, there were so many stereotypes to break. Not many people knew what clean beauty was, so I used terms like ‘natural’ and ‘organic’. But the association there was someone who is vegan, into yoga and journaling, and living this minimalist lifestyle. What if you were someone who went partying in DIFC after a long day at work? They wouldn’t see the appeal of clean beauty. I felt the need to educate customers on the fact that beauty shouldn’t depend on one’s lifestyle. It’s about options – Korean skincare products in particular, which are lightweight and so easy on the skin.

Q

Is Korean skincare still the focal point?

A

We’ve shifted focus, bringing more cosmetic brands and ayurvedic brands on board. Like I said, the idea wasn’t to go from five to fifteen skincare brands that were all similar in formulation. And I’m the reason behind the shift – my interest and forte has always been on the makeup side. It’s selfish in a way, but it’s because I want more clean makeup options here and we now have a lot of fun brands in the pipeline. That’s our joy – finding lesser-known brands with unique backstories. I also find that most recently launched clean beauty platforms primarily focus on skincare, not makeup.

Q

What one product on MissPalettable do you wish more people would try, and why?

A

I’d say the makeup in general. Yes, it’s not going to have the pigmentation of, say, a Huda Beauty product, but give it a shot. The lipsticks by Lily Lolo and Hynt Beauty are amazing. The BB cream by Lily Lolo? It really smooths out the skin and preps it for foundation. Hynt Beauty’s concealer offers full coverage – it even covers up my dark circles! Again, the stigma is that clean makeup brands aren’t as high in quality, but ours have been very popular with customers who have sensitive skin. What I also like is that they’re all working to be more inclusive, to increase their colour range.

Q

What, according to you, is the next big trend in beauty?

A

Circular beauty, or upcycled beauty, is going to be huge. There are several brands in the start-up phase that are formulating products using waste. We’ve already seen it happen in fashion, and that’s now starting to happen in beauty. Of course, it’s still early days, but it’s something to look forward to. Inclusivity is also a big one. Right now, especially in the United States, you see emerging beauty brands founded by African-Americans, Asian-Americans, and even South Asians – all promoting their side of the story. That’s where it’s getting a lot more interesting.

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Top 10 Self-Storage Facilities in Dubai

Clutter-free living is real.

The demand for self-storage solutions has steadily increased globally over the past few years. More specifically, in Dubai, the need for self-storage has been fueled by the increasing population of expat residents, the housing crisis, urbanisation, the increasing trend of downsizing homes, and a booming economy.

The rise of e-commerce and online businesses in Dubai has contributed equally to the surging demand in the self-storage industry. More and more emerging entrepreneurs are looking for affordable and secure storage for their inventory. Recently, tourists are also opting for short-term self-storage solutions to protect their luggage and other travel items during their vacation here.  

Studies predict the self-storage market in the UAE will grow at a compound annual growth rate of 7.8% between 2021 and 2026. While this sounds promising to anyone wanting a self-storage unit in Dubai, the options available in the emirate have made it challenging to identify a reliable solution that is worth the cost. To simplify that, we have compiled a hand-picked list of the top 10 self-storage facilities in Dubai.

Extraspace

Complying with an impressive set of international quality standards and procedures, Extraspace claims popularity as one of Dubai’s top 10 self-storage facilities. While they specialize in both personal and commercial self-storage services, they also stand out noticeably for their shipping and moving solutions.

Extraspace self-storage facilities feature fully-insulated walls and ceilings, a zoned sprinkler system approved by Dubai civil defense, 24-hour security with trained security guards approved by Dubai police, on-site 24/7 CCTV monitoring rooms, and monitored individual door alarms by PIN code access.

The hygiene and safety practices in the facility are on par with approved global standards. They follow a rotational cleaning and pest control program by a full-time cleaning team. They also provide supplementary services such as packaging supplies.

The process of renting self-storage at Extraspace is designed with convenience, and affordability in mind, making them a go-to option for self-storage options in Dubai. In addition, the company’s initiative to establish an environmentally-friendly business distinguishes itself from other self-storage companies in the UAE.

04 330 6788, https://extraspaceme.com/.

Boxit

This self-storage company was founded based on a simple solution of using a box to store belongings you don’t regularly use but wouldn’t want to throw away. Although they started operations initially in a local neighborhood community to troubleshoot the founder’s personal conundrum of ‘a lot of stuff and very little space’, the amazing client response and engagement made them expand into other regions in the UAE, including Dubai.

They particularly have a high demand for warehouse storage facilities for furniture and perform on a pay-as-you-go basis. Boxit services feature an option where their trained staff can pack and pick up your items from your doorstep, store them in self-storage units, and bring them back to you when you need them again.

As one of the leading self-storage facilities in Dubai, Boxit is always looking to create unique and customizable solutions for making organized and clutter-free living an easy possibility.

800 BOXIT (26948), https://www.boxitstorage.com/dubai/

STORALL

Now renowned as one of the pioneer self-storage companies in Dubai, STORALL launched to fulfill the growing need of expats, residents, and new settlers seeking economical personal and commercial storage solutions. The company retains its stand in the market by continuously considering every immediate need and the potential future requirement that its clientele would require to make their storage experience happy and satisfied.

STORALL features a large choice of secure storage solutions, such as general storage rooms, climate-controlled storage rooms, large drive-up access, palletized rack space, and loose cargo storage areas. Besides self-storage, they offer packing and removal, warehousing / 3PL, and related services.

04 880 3644, https://www.storall.ae/

ARENA Storage

ARENA Storage has redefined how residents, expats, tourists, and businesses can store their belongings and other valuables away from home and business premises. Using a unique experience strategy, they pay careful attention to details in meeting customer needs and continuously adapt the most in-demand features in all their self-storage solutions.

Some of their signature features include convenient storage for all belongings up to 50 square feet per month, individual lockable units, fully air-conditioned units, climate and pest control, insurance options, civil defense & SIRA-approved security systems, and 24/7 customer support access.

Self-storage units at ARENA Storage are also well-known for high ceilings that offer customers a significant advantage when it comes to maximum storage space utilization. It helps customers store more items efficiently, organize better, retrieve items easily, and, most importantly, get the right value for their money.

The company aims to empower customers to embrace a clutter-free lifestyle with effortless and cost-effective self-storage facilities. They do this by thoughtfully designing solutions that cater to the most unique personal and commercial needs of the UAE’s diverse population.

+971 58 520 7541, https://arenastorage.ae/.

Storage Keys

Storage Keys began operations with the primary need to eliminate the common hassle involved with moving and storage in the UAE. The company’s ability to secure a prominent place in the local self-storage industry is credited to its state-of-the-art infrastructure and highly trained team of storage experts. While Storage Keys offers a comprehensive range of personal and business self-storage services, it is a local favorite and almost a household name for its reliable moving and warehousing solutions.

Climate-controlled and spotless individual storage units, 24/7 access, accessible UAE warehouse via Emirates Bypass road, state-of-the-art IP security and surveillance by fully-vetted professionals, insurance coverage, flexible lease options, easily scalable units, and wide loading/unloading bays to accommodate items of all size are some of the notable offerings in their self-storage services.

+971 56 501 8785, https://storagekeys.com/

EAZY Moving & Storage

Recognized as another fast-growing self-storage company in the UAE, EAZY Moving & Storage serves various market segments, ranging from individual customers to private corporations and government entities. They are, in fact, one of the most preferred providers of government moving and storage services.

The company’s certified team, featuring industry-specialized experts and skilled workers, is a key factor in enabling a seamless customer experience with complete satisfaction. Self-storage solutions at EAZY Moving & Storage are customizable for both personal and commercial storage needs. Besides self-storage, they also offer convenient relocation, moving, and freight management services through dedicated teams.

800 3299, https://eazy.ae/

Lockable Store

Backed by an innovative, active, and hard-working team of professionals, Lockable Store is known for providing a handy storage solution for personal and corporate needs. The extensive personalization that comes at competitive pricing makes them stand out in the local self-storage market. They have a variety of storage space options, from boxed storage rooms to indoor and outdoor units, short or long-term solutions and climate-controlled spaces.

All their storage facilities are monitored with continuous surveillance and provide 24/7 access to the customers. At Lockable Store, customers also benefit from their extra services that facilitate an affordable and convenient pickup option. Through this service, you can get their team to your doorstep, have them pick up everything you want to be placed in storage, transport the items to your unit, and unpack them for you.

055 449 9177, https://www.lockablestore.com/

MORESPACE

As a British-owned and operated self-storage facility, Morespace services are designed to serve the belief that needing more space shouldn’t be stressful. Their self-storage solutions are built on three concepts: modern, convenient, and secure. Their customer service has been instrumental in driving customer loyalty and brand reputation in Dubai.

The business self-storage solutions at Morespace offer specialised units for equipment storage, stock and inventory storage, document storage, and even facilitate space requirements for office moves and renovations. Their personal storage solutions focus on space requirements when moving homes or having temporary renovations – and for students and those traveling abroad. Customers can also benefit from their pack-and-move service for added convenience.

04 321 6850, https://www.morespace.ae/

SpaceHub

With a focus on affordability and convenience, SpaceHub offers purpose-built storage solutions tailored to customer needs. Their services feature practical and handy holder systems with all necessary packing materials, flexible payment and agreement options, and scalable units. Self-storage facilities at SpaceHub maintain an optimum temperature and humidity setting evenly throughout the entire storage area. This helps rule out the formation of condensation and ensures all belongings remain intact and precisely the same as they were brought for storage.

Their domestic storage solutions focus on seasonal storage, space requirements when moving or renovating houses, business travel and vacation, and memorable items storage. For business storage, they offer solutions catering to seasonal storage like exhibition, conference goods, and other space needs that arise when moving, renovating, or during quarantine. They are also well-known for their flexible and personalised warehouse storage solutions, especially among small and medium businesses in Dubai.

800 012 0026, https://spacehubstore.com/uae/

The Home Storage

As another leading self-storage facility in Dubai, The Home Storage is a family-owned company that performs in line with local customs and traditions. All their services are constantly reviewed and improved to meet the highest level of customer satisfaction.

Their success stems from a team of experienced, knowledgeable, and friendly staff who help deliver a smooth self-storage experience to customers. They also offer affordable moving, packing, and truck rental services to support any special requirements that may arise before and after renting a self-storage unit.

04 347 8144, https://www.thehomestoragedubai.com/

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