Celebrating sisterhood and girl power
Benefit Cosmetics is throwing their support behind female empowerment in Saudi Arabia and the wider GCC area.
The makeup brand recently teamed up with Saudi artist Amy Roko to create a song and music video celebrating women who support one another.
Titled , the music video has been written and produced in the GCC and celebrates local stars.
Along with Amy Roko, Saudi RnB singer Roya stars in the video as well as Emirati makeup artist Sara and TikTok influencer Shahad.
As well as an all female cast, there was an all female crew producing and directing the music video. Dubai-based filmmaker Angy Jammal was the one who led the charge.
The music video was inspired by traditional Saudi homes. It replicates the city of Al Balad, albeit as an all pink version, located in the historical area of Jeddah.
“Al Balad is the historical area of Jeddah and is home to five centuries-old buildings,” the general manager for Benefit Cosmetics Middle East, Alireza Danai, said in a statement. “It was essential for us to pay homage to this amazing heritage and to make it part of the creative process.”
She also added the cosmetics brand stands for “more than just makeup”.
“Saudi Arabia is one of the biggest markets for rap music in the Arab world, but rap still remains a male dominated musical genre,” she said. “This project is about giving the mic to women, and it was important for us to work exclusively with young talents from this region to convey our message, using their voice.”
Watch the full music video below.
