ME’s 1st clean & ethical luxury beauty brand Balmessence is now ELUXURA

By Arya M Nair, Intern Reporter
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Balmessence, the Middle East’s first and only online destination for clean and ethical luxury beauty, has been relaunched as ELUXURA and moved to its new online home at

Since going live in 2016, Balmessence, now ELUXURA, has advocated for transformation and transparency in the beauty market, inspiring consumers to make sustainable and ethical choices. Ms. Angela Turovskaya, the founder of ELUXURA, stressed that their ultimate goal is to redefine the concept of luxury and to promote long-term well-being with certified clean and ethical beauty brands and rare fragrances.

ELUXURA, powered by Wellness United, the leading distributor of ethical beauty brands in the GCC, opens its doors for everyone to experience the true meaning of luxury as it embodies its renewed purpose of creating a positive impact and accelerating the shift towards sustainability in the luxury beauty segment.

Angela Turovskaya
Angela Turovskaya
Founder – ELUXURA

“As we move to our new online home at, we are proud to say our brands echo our promise of being ‘the heart of pure luxury’, a destination where sustainability, ethical beauty and luxury can coexist. Luxury is naturally sustainable and focuses on quality and craftsmanship. Luxury beauty should be clean, ethical and transparent, inspiring long-term well-being.”

“The digital transformation into ELUXURA.COM has proven an exciting journey that is now breaking new highs in the ethical beauty segment and I am proud to be part of this journey! ELUXURA is well suited to expand its regional reach and be the leading voice of Ethical Beauty in the GCC,” emphasized Mr. Neil Cabral, Board Member of Wellness United.

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