brand stories
hubl was built to give local shops a second home. Behind every product on hubl is a UAE founder with a story worth knowing.
This is their story.
yasmine
founder, alwann
Founded in Dubai by Yasmine, a mother of two, Alwann was created to bring more ease, style, and joy to family beach days and outdoor adventures. Frustrated by bulky towels and impractical beach gear, she set out to design beautiful, functional essentials that families would genuinely love to use. From sand-free, quick-dry towels to versatile pouches and ponchos, every product is thoughtfully designed to combine practicality with effortless style. More than a brand, Alwann is inspired by a lifestyle centered around travel, family, and making the most of every sunny moment.
"As a UAE-based brand, joining hubl felt like a natural fit. We love being part of a marketplace that celebrates local businesses and helps connect us with a community of customers looking for thoughtfully designed products that make everyday adventures a little easier."
maisa al khatib
founder, kamira cosmetics
Founded by Maisa Al Khatib, Kamira Cosmetics was created from a desire to make self-care feel both effective and meaningful. Inspired by the innovation of Korean skincare, Maisa set out to bring high-quality formulas to the UAE while creating a brand that helps people feel confident in their own skin. The support, love, and values she learned from her family have been a constant source of inspiration throughout her journey and remain deeply woven into the heart of the brand. Today, Kamira continues to champion its belief that beauty is not just about how you look, but how you feel.
"As someone who grew up in the UAE, I've always admired the incredible community of entrepreneurs and homegrown brands that make this country so unique. Joining hubl felt like a natural fit, and we're proud to be part of a platform that celebrates and supports local businesses."
jorge grande
founder, unidentity
Jorge Grande is a Spanish designer based in Dubai who never fit neatly into any box. Tired of watching fashion tell people who they were supposed to be, he spent two years sourcing organic cotton, testing fabrics, and finding manufacturers who wouldn't cut corners. Most brands hand you an identity and expect you to wear it. Unidentity does the opposite. The name says it: the brand carries no identity of its own, so the person wearing it carries theirs. Jorge launched Unidentity in 2025, for whoever you are and whatever box the world tries to put you in.
"What sold me was the call with Keryn. hubl feels like Unidentity, a small family business with a big mentality, putting in the work to earn its space in this market. hubl puts local brands in front of people who actually want to find them, and that's the kind of room I want Unidentity to be in."
nadira
founder, lullaby bloom
Lullaby Bloom was founded by Nadira, a mum and sustainability professional, who wanted to create babywear that was as practical as it was gentle on babies' delicate skin. Inspired by her own experiences of repeatedly waking her baby during nighttime nappy checks, she developed the brand's patent-pending Peek-a-Boo Flap innovation to make parenting just a little easier. Combining thoughtful design with a commitment to sustainability, Lullaby Bloom creates beautifully crafted baby essentials using 100% GOTS Certified Organic Cotton. Today, Lullaby Bloom is dedicated to helping families choose babywear that is soft, smart, and sustainable.
"Joining hubl was a natural fit for Lullaby Bloom because we believe in the importance of supporting local businesses and building a strong community of UAE-founded brands. As a mum-founded business created in Dubai, it means a lot to be part of a marketplace that champions innovation, conscious consumer choices, and the people behind the brands. We're excited to connect with families who want to shop more thoughtfully while supporting local entrepreneurs."
virna and karen
founders, yinli wellness
Virna and Karen founded Yinli Wellness from their personal experiences of missing the postpartum care and wisdom of Chinese culture and tradition. They both saw a gap in the market, a market where wisdom from ancient healing is already practiced and respected. They felt that the UAE and this region was the right place to start Yinli, a 100% TCM-powered functional beverage for women, anchored in community and the sharing of knowledge.
"As a homegrown business, we're excited to be a part of the city's dynamic growth in brands and wellness-driven goods. We love the support that we have received from the community, and being a part of the hubl family is testament to our dedication to building a strong regional brand."
razan and sandra
founders, sandraz kids
SandRaz Kids was born from Razan and Sandra's own experience as sisters and mums navigating the beautiful chaos of raising young children. They were constantly searching for stylish, comfortable, and easy-to-put-together outfits, but kept coming up short. So they decided to create them themselves: thoughtfully designed, ready-to-wear sets featuring hand-drawn prints and natural fabrics that make getting dressed effortless for parents and fun for kids. What started as a solution for their own families has grown into a brand loved by little ones aged 2-10 across the UAE.
"We joined hubl because we believe in championing homegrown UAE brands. Being part of a local marketplace that celebrates the makers behind the products means everything to a small, family-run brand like ours."
perla
founder, dopii
Dopii was inspired by its founder's personal experience with ADHD and the role dopamine plays in focus, motivation, and daily performance. The name Dopii comes from dopamine, reflecting a mission to create products that support energy and wellness in a simple, enjoyable way. By combining premium coffee and matcha with added protein in convenient capsules, Dopii was designed to help people fuel their day without disrupting their routine. Today, the brand continues to make functional nutrition more accessible through products that fit seamlessly into modern lifestyles.
"I joined hubl because I love supporting local initiatives and being part of a community that helps UAE brands grow. As a local founder, it's exciting to have Dopii featured on a platform that connects people with homegrown businesses and products."
ghinwa maria el haddad
founder, the go to store
Ghinwa Maria El Haddad founded TGT - The Go-To Store to challenge the cultural norm that women in the Middle East must quietly endure period pain and physical discomfort. Drawing on her rigorous decade-long background in strategy and industrial engineering, she meticulously built the wellness brand from the ground up. Driven by a mission to end this silent suffering, she launched TGT's hero product, the Heat Therapy Patch, to provide women with effective, discreet, and drug-free relief wherever they are. Today, the female-founded brand stands as a trusted name in women's wellness across both the UAE and Lebanon.
"As a UAE-based brand, partnering with hubl is a natural alignment for TGT; it's an incredible opportunity to be part of a curated local marketplace that champions homegrown innovation and purposeful businesses. To us, hubl represents a shared commitment to elevating local brands while making modern wellness solutions effortlessly accessible to the community right here at home."
diana
founder, nouta
Nouta began as a personal passion project for founder Diana, who started crafting handmade soaps for family and friends while working full-time as a marketing manager in Dubai. Drawn to traditional soap-making methods and the simplicity of natural ingredients, she began exploring ancestral skincare rituals inspired by Levantine and ancient Egyptian heritage. What started in her home kitchen gradually evolved into a brand rooted in craftsmanship, intentional living, and a desire to bring honest, handmade skincare back into everyday routines.
"As a small local brand, being part of hubl is an opportunity to connect with people who intentionally choose to support UAE-based businesses. I love the idea of being part of a marketplace that celebrates local makers and gives independent brands a platform to share their craft and stories with a wider community."
justine, lia and jacqueline
founders, syp daily blends
SYP was founded on the belief that true wellbeing starts from within. Inspired by a shared passion for holistic wellness, the founders set out to create more than a supplement brand, building a lifestyle companion that supports simple daily rituals for beauty, energy, and longevity while encouraging more conscious consumption. As the brand evolved, a doctor in nutrition joined the team to lead formulation and innovation, ensuring every product is grounded in scientific evidence, quality, and integrity. By owning every formula it develops, SYP remains committed to transparency, efficacy, and a more thoughtful approach to wellbeing.
"We joined hubl because it shares many of the values that are at the heart of SYP: supporting conscious consumption, celebrating local businesses, and creating a more thoughtful way for people to discover products. As a UAE-based brand, being part of a marketplace that champions purpose-driven local entrepreneurs feels like a natural fit and an opportunity to connect with a community that values quality, wellbeing, and positive impact."
kristina
founder, coso living
Coso Living started from Kristina seeing a gap in the market for candles that were not only beautiful, but also healthier and more conscious for both people and the environment. She wanted to create something intentional, products that elevate everyday spaces without compromising on what we breathe into our homes. But beyond creating candles, Coso was built with a deeper purpose: to give back. To date, the brand has extended support to more than 600 children across Asia and Africa through essentials and education. For Kristina, it has never been just about profit, it is about creating something meaningful that cares for people, communities, and the world around us.
"We decided to join hubl for a reason that they created a platform that voice more local businesses in the country. As small business, we are kind of limited to exposure knowing that this country is already housing all big and known brands. This is an opportunity to come together and support small local businesses in UAE."
natalie hobbs
founder, sahara
Sahara was founded in Dubai by Natalie, an Australian mum who discovered period underwear after moving to the UAE and was struck by how much more comfortable, convenient and eco-friendly it was than traditional pads and tampons. After spending years helping thousands of women across the UAE make the switch as a distributor for an international brand, she set out to create her own range built entirely around comfort, durability and affordability. Drawing on years of customer feedback and countless samples and fittings, she launched the Sahara collection in October 2023. Today the brand offers leak-proof period underwear and swimwear that lets girls and women feel confident and free, while cutting down on the plastic waste of conventional period products.
"Joining hubl felt like a natural fit - it brings UAE-based brands together in one place, and being part of a marketplace that genuinely champions local makers means a lot to us. As a small company that started right here in Dubai, we love that every purchase on hubl supports brands built in this community."
