Proofpoint is upping its marketing firepower. The cybersecurity and compliance heavyweight has named Joyce Kim as its new Chief Marketing Officer, a move that signals the company’s intent to scale faster and sharpen its position in the rapidly evolving AI-driven security landscape.

Kim steps in immediately and reports directly to CEO Sumit Dhawan. Her mandate is broad: elevate Proofpoint’s global brand presence, strengthen demand acceleration programs, and advance the company’s go-to-market strategy at a time when AI is reshaping the security ecosystem. Proofpoint is leaning heavily into what it calls the “agentic workspace”—a future where humans, data, and intelligent agents operate in a tightly connected digital environment that requires a new class of protection.

Dhawan described Kim as a rare blend of cybersecurity insight and global brand expertise. He noted that her experience with C-suite buyers and her track record of building large-scale marketing engines make her an ideal fit as Proofpoint doubles down on its ambition to lead the human- and agent-centric security category.

Her résumé backs that up. Before joining Proofpoint, Kim served as CMO at Zscaler, where she ran global marketing and communications during a pivotal growth period. She previously held CMO roles at Twilio and Genesys and built high-impact marketing strategies at Wrike, Arm, Google, and Microsoft. She also serves on the board of Quicklogic Corporation and supports early childhood literacy through her nonprofit work at Stanford.

The move comes as AI continues to reshape enterprise security priorities. Companies are now balancing the promise of intelligent automation with the reality of increased risk. Proofpoint sees this tension as an opportunity. By fortifying its leadership bench with a seasoned marketer who understands both cyber risk and digital transformation, the company is aiming to frame itself not just as a security vendor but as a strategic partner for AI-era resilience.

For her part, Kim made the mission clear. She emphasized that AI is rewriting how businesses operate and that secure data and trusted systems are essential for sustainable innovation. Her focus will be on amplifying Proofpoint’s leadership narrative—particularly in data security—and shaping the company’s message around enabling organizations to innovate safely.

The appointment also arrives at a moment of intensifying competition. Cybersecurity vendors are racing to define security frameworks that protect AI agents and large-scale data workflows. With Proofpoint expanding its capabilities across people-centric and agent-centric security, Kim’s role will be critical in differentiating the company in a crowded and rapidly shifting market.

If the next chapter of cybersecurity hinges on trust, Proofpoint is betting that strong storytelling and sharper strategic marketing will help drive its message home. Kim’s arrival marks that shift—and raises the stakes for the company’s next phase of growth.

ICR is strengthening its global governance advisory business, and Latin America is now front and center. The strategic communications and advisory firm has appointed Mónica Jiménez González as Principal for Latin America, deepening its regional expertise as demand grows for sophisticated governance and sustainability counsel.

Jiménez will be based in Bogotá and reports to Gabriel Hasson, Global Head of Governance and Shareholder Advisory. Her mandate spans governance strategy, investor engagement, ESG integration, and activism readiness—areas that have become essential for companies navigating tighter regulations and higher investor expectations.

With more than 20 years of cross-border corporate leadership across Latin America and Canada, Jiménez brings a portfolio that reads like a blueprint for modern governance. She previously served as Chief Strategy, Sustainability & Legal Officer at GeoPark and held senior leadership roles at Ecopetrol. Her tenure on the ICC International Court of Arbitration and her ongoing board responsibilities across energy, financial services, retail, and infrastructure further diversify her expertise.

Her appointment signals a targeted push by ICR to expand capabilities in a region where corporate governance standards are rapidly modernizing. Investor scrutiny is rising, and companies are under pressure to demonstrate clear sustainability pathways, transparent decision-making, and credible engagement with stakeholders. Jiménez arrives with experience that blends regulation, strategy, and boardroom dynamics—a combination that is increasingly rare and highly valued.

Hasson noted that Jiménez’s arrival elevates the firm’s ability to guide companies through evolving expectations from global investors. He emphasized her decades of board-level insight as a differentiator in an advisory landscape where ESG and governance expectations continue to accelerate.

Michael Fox, Managing Partner at ICR, reinforced the strategic importance of this move. He highlighted ICR’s long-standing work supporting Latin American companies pursuing US IPOs and expanding into North America. Jiménez’s network and regional knowledge, he said, will strengthen the firm’s position as a trusted partner for companies navigating governance complexities across borders.

For Jiménez, the role offers a natural extension of her work at the intersection of sustainability, legal strategy, and corporate leadership. She praised ICR’s disciplined governance approach and expressed enthusiasm for advising clients navigating rapid market shifts. Her focus will include board performance, sustainability integration, activism preparedness, and governance under stress—core issues for both public and private companies under rising institutional investor scrutiny.

ICR’s move reflects broader industry trends. Governance and sustainability are no longer siloed functions; they are now intertwined with growth strategy, risk management, and valuation. As global markets tighten expectations, advisory firms that combine deep regional insight with global expertise stand to shape the next phase of corporate transformation.

Jiménez’s appointment underscores that direction. Latin American companies are increasingly competing on global stages, and a sophisticated governance strategy is becoming a prerequisite. With ICR expanding its international footprint, this move positions the firm to meet rising demand from regional companies looking to strengthen trust, credibility, and long-term resilience.

Her academic background is as global as her professional portfolio, with degrees and executive training from Universidad de Los Andes, Universidad Externado, the London School of Economics, Harvard Business School, and Kellogg Executive Education.

As governance challenges grow more complex, ICR is clearly betting on seasoned leadership to help clients navigate what’s next.

Ukraine has officially taken its biggest leap yet toward AI sovereignty. Kyivstar, working with the WINWIN AI Center of Excellence under the Ministry of Digital Transformation, has tapped Google’s Gemma as the base model for Ukraine’s first national large language model—a homegrown LLM built to understand the language, culture, and context of the country it serves.

It’s a significant alignment with U.S. tech, and a strategic follow-up to Kyivstar’s Nasdaq debut earlier this year. But more importantly, it’s a signal: Ukraine wants AI that speaks Ukrainian—not just literally, but contextually, securely, and on its own infrastructure.

Building a Model That Actually Understands Ukraine

The national LLLM will be trained on extensive Ukrainian-language datasets covering dialects, domain-specific terminology, and historical context. The goal is simple but ambitious: an AI model that can behave more like a Ukrainian expert than a global generalist.

By keeping all sensitive data within national borders, the system aims to meet the security thresholds of government agencies, health institutions, and financial organizations—requirements most off-the-shelf global models struggle to satisfy.

As Danylo Tsvok, Chief AI Officer at the Ministry of Digital Transformation, put it, the team prioritized two things during model selection:

1. Gemma’s multilingual strength, including strong baseline performance in Ukrainian.

2. Model controllability, ensuring the nation can mitigate linguistic and ethical risks during fine-tuning.

In other words, Gemma didn’t just win on tech—it won on trust.

Kyivstar Takes the Lead—and the Responsibility

Kyivstar, one of Ukraine’s most influential digital service providers, will operationally lead development. VEON Group CEO Kaan Terzioglu framed the initiative as both strategic and ethical, arguing that countries deserve AI models trained on more than just datasets—they should reflect local context, culture, and priorities.

That philosophy already fueled VEON’s earlier projects: KazLLM in Kazakhstan and a national Urdu LLM in Pakistan. Ukraine is the next key node in VEON’s push to close the “AI language gap,” where smaller or non-English-speaking nations rely heavily on foreign-built AI systems.

Why Google Gemma?

Google says Gemma offers an efficient balance of performance and resource usage—ideal for a country building sovereign AI under both technical and economic constraints.

Krzysztof Kaziów of Google Cloud noted the model’s strong multilingual support and track record with Ukrainian LLM deployments, emphasizing that Gemma wasn’t chosen as a gamble but as a proven foundation.

Next steps include:

• Optimizing Gemma specifically for Ukrainian

• Improving the tokenizer to better capture local linguistic nuances

• Training on carefully curated datasets

• Establishing Ukrainian benchmarks for future fine-tuning

This isn’t a quick tune-up; it’s a nation-scale AI engineering project.

What It Means for Ukraine’s Digital Future

Once completed, Ukraine’s LLM will serve as the backbone for AI-powered services across multiple sectors. Think:

• Government automation and regulatory tools

• Legal and compliance analysis

• Education platforms and tutoring systems

• Banking and fintech innovations

• Healthcare triage, documentation, and diagnostics

• Enterprise automation and customer support

The real advantage is local relevance. Global LLMs may understand Ukrainian—but they don’t deeply understand Ukraine. This national model aims to flip that script.

If successful, Ukraine could become a blueprint for how emerging markets can build secure, culturally aligned AI without reinventing the foundational technology.

And in the broader geopolitical landscape, selecting Gemma strengthens Ukraine’s fast-evolving digital ties with the United States—another data point in a year where AI and geopolitics are increasingly inseparable.

The fresh produce aisle is no longer just a stop for staples. Increasingly, it’s a stage for brands that treat fruit like lifestyle products, not commodities. Pinnacle Fresh Pty Ltd—best known for its Dracula Citrus line—will spotlight this shift in a new 2026 segment on “All Access with Andy Garcia,” giving Public Television audiences a close-up look at how creative branding, packaging innovation, and a global supply chain can turn simple fruit into a culturally relevant experience.

The upcoming feature, produced in collaboration with Pinnacle Fresh, explores how storytelling and strategic brand development are transforming consumer expectations. Instead of relying on traditional wholesale models, the company is building emotional relevance through design, narrative, and seasonality. It’s a move that mirrors broader trends in consumer packaged goods, where experience increasingly drives value.

Turning Fruit Into a Cultural Moment

The segment will detail Pinnacle Fresh’s approach to modern produce marketing, which includes themed campaigns, character-driven branding, and distinctive packaging. One standout example is Dracula Citrus, a Halloween-season blood orange brand powered by a mischievous vampire mascot and vivid, theatrical visuals. The combination of narrative and timing helps position blood oranges as a fun, family-friendly purchase rather than just another citrus item.

Alf Fabris of Pinnacle Fresh says that transformation is intentional. “Fruit should be more than a commodity. It should be an experience. By weaving cultural storytelling into our brands, we connect growers’ hard work with consumer excitement,” he explains. For the company, the Garcia-led program offers an ideal stage to demonstrate how engaging creative work shines a spotlight on growers and elevates their products.

How Produce Companies Are Rethinking Marketing

Consumers increasingly seek foods that carry meaning—whether nutritional, cultural, or seasonal. Pinnacle Fresh is responding by turning routine purchases into moments anchored in identity and mood. The upcoming episode highlights how the company aligns packaging, mascots, and retail partnerships to generate excitement at key times of the year.

The Dracula Citrus campaign provides the clearest example. By focusing on Halloween—a playground for playful branding—the company reframed blood oranges as a timely, family-oriented treat. The result: stronger shelf presence, elevated demand, and new opportunities for retailers looking to differentiate produce categories during a critical shopping period.

This strategy also speaks to a rising trend in the market: parents want healthier snacks, and children want experiences. Dracula Citrus bridges that gap with narrative-forward branding that invites discovery and builds loyalty.

Scaling Seasonal Success Into Year-Round Growth

“All Access with Andy Garcia” will also explore the business strategy behind Pinnacle Fresh’s expansion. What began as a seasonal novelty has evolved into a broader product ecosystem. Dracula Citrus now spans multiple SKUs, including mandarins, Navel oranges, and the growing Dracula Blood Orange Juice line. This expansion pushes the brand’s market presence from a brief three-month window to a more substantial seven-month run, strengthening its value to retailers and consumers alike.

The segment underscores that smart branding is only part of the equation. Pinnacle Fresh also invests heavily in global distribution, resilient logistics, and diversifying supply to navigate climate pressures, shifting tariffs, and unpredictable harvest cycles. These are challenges every agricultural supplier faces, but few manage with the same marketing-forward strategy.

Meeting Modern Consumer Priorities

The program will highlight how Pinnacle Fresh integrates health benefits—such as high Vitamin C and antioxidant content—into its messaging. With immunity and wellness still top of mind for many households, this emphasis strengthens the narrative around nutritious, story-driven produce. The approach aligns with a wider consumer shift toward functional foods and better-for-you snacks.

Sustainability also features in the conversation. As packaging regulations tighten globally, Pinnacle Fresh is investing in next-generation materials and designs that reduce environmental impact while maintaining shelf appeal. This combination of aesthetics and responsibility is becoming a competitive requirement, not an optional add-on.

A Broader Look at Innovation in Agriculture

For Andy Garcia’s program, the Pinnacle Fresh partnership offers a window into how companies are modernizing a historically traditional industry. By treating fruit like a branded product—complete with personalities, packaging systems, and cultural tie-ins—Pinnacle Fresh illustrates how agricultural businesses can adapt without losing sight of growers’ expertise.

“All Access with Andy Garcia” aims to break down these dynamics for general viewers, illustrating how supply chains, creative marketing, and retail partnerships converge to shape what ends up in consumers’ hands. It’s a rare, accessible look at an industry that rarely gets the spotlight, even though it feeds millions.

As agriculture evolves, so does the storytelling around it. Pinnacle Fresh is betting that consumers will reward brands that blend authenticity with excitement. If the Dracula Citrus phenomenon is any indicator, they may be right.

Rubrik has decided that if companies need help rewinding the questionable decisions of their AI agents, they might as well hear it from the man who made “rewind it back” a cultural staple. In a new, high-energy campaign, the Security and AI Operations company partnered with rapper and actor Ludacris to introduce Rubrik Agent Rewind, a hardware-free capability designed to monitor, control, and reverse unwanted AI behavior before it can cause damage.

The result is equal parts B2B marketing, office satire, and early-2000s nostalgia—and surprisingly effective.

Developed by Thinkmojo and directed by Ron Small, the ad lands in a fictional office where newly deployed AI agents go off the rails. One obsessively orders paperclips, another hands out massive refunds. Instead of sending a technician, Rubrik sends Ludacris himself. Moving through the office to the unmistakable beat of “Yeah,” he delivers the product promise with comedic precision: “Take that and rewind it back.”

The bit works because it makes a deeply technical concept instantly clear. Companies can now roll back AI agent actions with the ease—and confidence—of undoing a mistake.

Making AI Safety Relatable

Samar Basravi, Rubrik’s Chief of Staff, Strategic Marketing, said the team needed a campaign large enough to match the significance of the product and the pace of the AI era. Choosing Ludacris wasn’t a gimmick; it was a strategic shortcut to universal comprehension. His signature line conveys the essence of Rubrik Agent Rewind in seconds.

The tool arrives as AI agents move from experimental to operational roles inside enterprises. As adoption accelerates, so does risk—from runaway automation to unexpected chain-of-thought logic that can trigger high-impact errors. Companies need guardrails that feel as modern as the tech they’re managing.

The Stakes for AI-Driven Businesses

John Koo, Rubrik’s CMO, said the capability gives customers a way to innovate without losing sleep. “AI agents create tremendous opportunity,” he noted, “but they’re also introducing real operational risk.” Agent Rewind offers a safety mechanism that lets companies roll back mistakes before they become irreversible—an insurance policy for autonomous decision-making.

By framing the feature as something simple and even fun, Rubrik is positioning itself as the AI ops platform that not only protects data but also protects workflows in real time.

Turning Complexity Into Culture

For Thinkmojo, the campaign is a continuation of its work translating complex technologies into punchy, consumer-grade storytelling. CEO Yann Lhomme said the team needed a concept that was bold, fast, and unmistakably clear. Tying the feature to an iconic lyric made the technology accessible and instantly memorable—rare achievements in B2B software marketing.

It’s also a sign of the direction enterprise tech advertising is heading. As AI becomes mainstream and capabilities become harder to differentiate, storytelling—not specs—will decide who stands out. Rubrik’s campaign proves that even dense AI safety features can break into pop culture when packaged with the right hook.

And if the message wasn’t clear enough, Ludacris makes sure you won’t forget it: when your AI goes rogue, “rewind it back.”

Retail foot traffic on Black Friday slipped slightly this year, but the broader story is far more upbeat. Sensormatic Solutions, the retail analytics arm of Johnson Controls, released its first look at 2025 U.S. in-store activity, and the numbers confirm a pattern retailers have hoped to see: steady recovery heading into the peak holiday stretch.

According to ShopperTrak Analytics—which measures more than 40 billion global store visits annually—U.S. Black Friday traffic fell 2.1% compared to 2024. Yet the dip matches 2025’s year-to-date trend of -2.2%, suggesting the industry remains stable rather than slipping further. And when compared to the previous Friday, Nov. 21, traffic surged an impressive 248.9%, proving Black Friday still has gravity.

Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions, noted that the second half of 2025 has shown consistent improvement. Back-to-school season kicked off the momentum, and the strong Black Friday lift signals that consumers are still willing to shop in person—especially when high-impact discounts hit.

Afternoon Rush Still Reigns

Some shopping behaviors don’t change. Once again, early afternoon remained the prime browsing window. Traffic peaked between 2 p.m. and 4 p.m., with 3 p.m. standing as the single busiest hour for retailers nationwide. Even as online shopping expands, Black Friday continues to drive reliable in-store surges during predictable time blocks.

A Longer, Stronger Holiday Season Ahead

While Black Friday is expected to retain its title as the busiest shopping day of 2025, the real volume may arrive later. Sensormatic predicts that the final days before Christmas will generate the highest cumulative traffic, especially with the holiday landing on a Thursday for the first time in more than a decade. That timing could stretch the shopping rush across the entire preceding week rather than concentrating it into a long weekend.

Gustafson emphasized the long-term benefits retailers can gain from strong holiday engagement. In 2024, 77% of retailers who outperformed in traffic during the season continued to outperform through mid-2025. The implication is clear: successful holiday experiences build loyalty and carry measurable impact far beyond December.

Why It Matters

The mild year-over-year decline doesn’t indicate weakening consumer demand. Instead, it reflects a stabilizing retail environment shaped by hybrid shopping habits, smarter discounting strategies, and more targeted in-store visits. With major chains leaning heavily on analytics to fine-tune staffing, inventory, and store layouts, the slightest traffic shift can inform months of planning.

Sensormatic's early read positions the 2025 season as both steady and potentially extended—good news for retailers chasing conversion, loyalty, and momentum heading into 2026.

The market research industry is fighting a quiet but escalating battle: data fraud. As respondent quality drops and AI-generated noise creeps into surveys at scale, insights teams are spending more time screening responses than analyzing them. Fairgen, best known for its synthetic data technology used by brands including L’Oréal, T-Mobile, YouGov, and Cint, believes the fix lies in automated, post-collection verification.

The company today introduced Fairgen Check, a standalone assurance layer designed to review datasets after fieldwork and catch issues that legacy checks routinely miss. While pre-survey filters and in-field monitors have become common, the final stage of quality review still falls on manual judgment. That bottleneck is precisely what Fairgen aims to eliminate.

A New Safety Net for Post-Collection Data

Fairgen Check operates as an independent gatekeeper once data collection wraps. It scans any dataset through a system blending statistical anomaly detection with advanced language models. The goal is simple: ensure only coherent, trustworthy responses make it into the final analysis.

Fernando Zatz, Fairgen’s Chief Product Officer, said research teams are encountering “an unprecedented surge in low-quality participation.” Despite improvements in early-stage checks, post-hoc reviews remain inconsistent and time-consuming. Fairgen Check, he argued, offers a standardized and objective layer of evaluation that levels the playing field.

This is increasingly vital. As survey fraud becomes more sophisticated and low-effort participation increases across global panels, insights teams risk basing multimillion-dollar decisions on compromised data. Competitors have started experimenting with machine-learning filters, but many tools still require substantial human validation. Fairgen is positioning Check as the missing link between automation and reliability.

Three Layers of AI-Powered Quality Control

To separate useful data from noise, Fairgen Check evaluates responses across three integrated layers:

1. Statistical and Behavioral Screening
The first layer flags erratic response patterns, speeders, and straightliners. These checks mirror what many insights teams do manually, yet Fairgen applies them consistently across entire datasets. This ensures anomalies are surfaced even when large-scale studies bury them in volume.

2. Open-Ended Response Integrity
The second layer reviews qualitative inputs. It identifies irrelevance, duplication, gibberish, and—critically—AI-generated text. With ChatGPT-style tools now used by bad actors to mass-produce open-ended responses, this detection step has become essential.

3. AI-Based Questionnaire Inspector
The final layer introduces an agentic, GPT-like quality inspector. Unlike traditional filters, this model understands the intent behind each questionnaire, interprets context, and points out contradictions that even seasoned reviewers might miss. It behaves like a meticulous analyst who never gets tired, distracted, or inconsistent.

Together, these layers create a scalable, transparent system that minimizes subjective decision-making. The promise is a faster, more objective route to trustworthy data.

Early Users See Efficiency Gains

Ifop, one of Europe’s leading research firms, is among the early adopters. Thomas Duhard, Head of Data Projects, said Fairgen Check helped the team “build faster, more proactive processes to verify data quality in real time.” He noted that corrective actions now happen earlier, which protects insights from being compromised downstream.

This isn’t just about speed. It’s about restoring confidence in datasets that play a major role in marketing strategies, product design, and customer experience programs. The industry has struggled to keep up with evolving fraud patterns, and Fairgen’s approach suggests that automated, post-collection oversight is no longer optional.

Fairgen Expands From Tech Provider to Full Platform

For Fairgen, the launch represents more than a new product. CEO and Co-Founder Samuel Cohen described Check as part of a broader evolution toward becoming a full AI platform for researchers.

“The launch of Check is another step toward fulfilling our mission: empowering researchers to democratize research by augmenting human expertise with trusted AI,” Cohen said. He indicated that more releases are on the way, hinting at a platform strategy that mirrors the expansion paths of analytics players like Qualtrics and Momentive in earlier eras.

Yet Fairgen stands apart by rooting its innovation in synthetic data and advanced generative AI—two areas reshaping the future of research. As panel quality continues to decline, tools that diagnose, repair, and supplement human-gathered data will become essential infrastructure.

Why It Matters

The broader implication is clear: the research industry is being forced to modernize its quality stack. Fraud has scaled beyond what internal teams can manually handle. Fairgen Check offers a compelling glimpse at how automation, statistical rigor, and linguistic intelligence can converge to protect insights from contamination.

As market research firms and enterprise insights teams push for faster turnarounds and global reach, the need for automated quality systems will only grow. Fairgen appears ready to fill that gap, and Fairgen Check may become one of the baseline tools researchers rely on to restore trust in the datasets that drive modern business decisions.

MANSCAPED is expanding its global retail ambitions with a major push into the Middle East. The men’s grooming company has appointed Monster Middle East (MME) as its regional distributor, marking its first official retail entry into the UAE and opening the door to broader GCC expansion.

The move comes after four years of consistent demand through MANSCAPED’s Amazon channel, which established a strong consumer base even without physical retail presence. With an addressable male population of 11.5 million in the UAE alone, the region offers fertile ground for MANSCAPED’s premium grooming products and lifestyle-first brand positioning.

Expanding From Online Demand to Physical Retail

The UAE will be MANSCAPED’s seventh global retail market, reinforcing its strategy to scale in high-growth regions. Catherine Cronin, VP of Retail at MANSCAPED, said the Middle East represents a strong opportunity for premium consumer goods, particularly in grooming and lifestyle segments.

“Entering the UAE as our seventh global retail market marks a significant milestone,” Cronin said. “Through our partnership with MME, we are uniquely positioned to win across critical channels. The travel retail ecosystem, particularly major hubs like Dubai International Airport, will enable us to reach today’s dynamic, global luxury consumer.”

A Full Grooming Ecosystem Arrives in the GCC

MANSCAPED is introducing its most advanced lineup yet, covering beard, body, and personal grooming tools. The portfolio includes:

• The Lawn Mower 5.0 Ultra – A dual-head groin and body trimmer equipped with SkinSafe® technology.

• The Beard Hedger – A high-torque beard grooming machine built for precision sculpting.

• The Handyman – A compact dual-action face shaver for quick grooming needs.

• The Dome Shaver Pro – Designed for head shaving with FlexAdjust control and a five-blade system.

• The Chairman Pro – A premium electric foil face shaver with interchangeable heads.

• The Weed Whacker 3.0 Pro – A nose, ear, and eyebrow trimmer built for detail work.

The breadth of the lineup signals MANSCAPED’s evolution from a niche disruptor to a global grooming platform serving multiple use cases.

MME Brings Regional Scale and Market Access

MME, a key distributor known for scaling premium consumer brands, will support MANSCAPED’s entry into both retail and travel retail channels. The company’s award-winning distribution network will place MANSCAPED products across major lifestyle and electronics retailers, as well as duty-free stores in key airports—including Dubai International Airport, one of the world’s busiest hubs for international travelers.

“We’re proud to bring MANSCAPED to the Middle East, a region that celebrates innovation, grooming, and confidence,” said Jehangir Khan, Regional Director at Monster Middle East. “Our partnership reflects a shared commitment to performance, design, and premium experiences.”

Setting the Stage for Regional Growth

With rising demand for personal grooming and luxury self-care products in the GCC, MANSCAPED’s partnership with MME positions it to capture both local consumers and international travelers passing through the region’s major airports. The strategy blends premium retail presence with lifestyle-driven brand messaging—an approach well-suited for a market where personal care, quality, and presentation carry significant cultural importance.

MANSCAPED’s entry underscores a broader shift in the region’s grooming market: from basic hygiene toward technology-enabled, design-forward grooming ecosystems.