Clare Goodwin Consultancy, a UK-based communications consultancy, has expanded into the Middle East through the tie-up with Dubai-based boutique Bfore.

Established in 2018 by namesake Clare Goodwin, a long-time leader in the beauty and lifestyle segment of the communications landscape, Clare Goodwin Consultancy supports brands with building their reputation and footprint in the marketplace. The firm operates from offices in London and New York and serves clients such as Hermès, Glossier, Gucci, Augustinus Bader, The Nue Co, Anastasia Beverly Hills, Hershesons, and Vida Glow.

Commenting on the expansion into the Middle East, Goodwin said: “We have seen the Middle East emerging as a hot spot for beauty brands to expand their global footprint, and our clients have been looking to us for support as they expand within the region. The region is home to a growing, digitally connected customer base, with a passion and interest in beauty and wellness.”

The partnership between the two firms will see them come together for business development, project delivery, events, creative content programs and partnerships, influencer marketing, and social endorsements.

“Our focus in the Middle East will be on the UAE, Saudi Arabia, Kuwait and Qatar markets,” Goodwin said. “The UAE and Saudi Arabia are major growth markets, while Kuwait and Qatar are markets with highly engaged consumers who have a strong appreciation for luxury beauty,” she added, sharing that the firm has delivered consistent year-on-year growth since its inception.

Bridie Forster, the founder of Bfore, will head up the operation in the region. She launched the firm earlier this year following a decade at Christian Dior in its perfume’s division. Earlier, she worked for Estée Lauder and Reiss in Dubai.

“In the dynamic and fiercely competitive beauty landscape, where standing out is essential, a communications partner who understands how to tell your brand’s story through organic, earned media, relevant authentic influencer collaborations and a curated community is invaluable,” said Forster.