As Middle Eastern consumers show growing interest in personal care, at-home beauty, and beauty technology products, Chinese beauty technology brand MLAY continues to strengthen its presence in the Middle East. Through long-term collaboration with local partners, MLAY leverages its R&D and product development capabilities in home beauty devices, together with local channel and operational resources, to expand its regional reach and enhance its service capabilities.
From R&D in China to the Global Market
Founded in 2013, MLAY specializes in the R&D, manufacturing, and brand management of at-home beauty technology products. Over more than a decade of development, the company has established an integrated business system covering R&D, product design, testing and validation, manufacturing, and global market operations, supported by a team of more than 200 people..
Technological innovation is the core driving force behind MLAY’s development. The company continues to invest in R&D and expand its product portfolio across beauty technology categories, including at-home hair removal, radio frequency (RF), EMS, and ultrasound. It currently holds approximately 190 patents and other intellectual property rights. Meanwhile, MLAY continues to strengthen its international certification and compliance systems, and its products have entered multiple overseas markets.
For MLAY, globalization is not just about exporting products, but also about building long-term brand trust by providing products that meet the needs and standards of different markets.
Deepening Roots in the Middle East: Continuous Product Optimization
In recent years, demand for personal care and beauty technology products has continued to grow among consumers in the Middle East. For brands entering this market, launching a product is only the first step. Building long-term trust requires continuously monitoring local consumer needs and adapting product features, user experience, and services accordingly.
Based on ongoing observations of the Middle East market and consumer feedback, MLAY continues to refine its products. Following positive market feedback on its T14 hair removal device, the company continued gathering user insights. In response to requests for additional functionality, hair removal energy options, and a wider selection of intensity levels, MLAY introduced the upgraded T14 PRO. The new model features improvements in product configuration, hair removal energy, and intensity settings, enhancing hair removal performance while offering users more options.
This iterative process reflects MLAY’s localization strategy in the Middle East: the brand goes beyond simply introducing products to the market by integrating authentic consumer feedback into its R&D and upgrade cycles. By continuously refining its offerings and services, MLAY effectively addresses the evolving needs of local consumers.
Long-term Collaboration: Driving Localized Operations
Through long-term collaboration and continued market development, MLAY has established stable, well-established partnerships with local partners. By leveraging their industry experience, distribution resources, e-commerce and retail networks, and local operational and after-sales service capabilities, MLAY can reach consumers more efficiently and gain a deeper understanding of local market needs.
Currently, MLAY has established a market presence that integrates online and offline channels. It sells its products online through platforms such as Amazon.ae, MeStore, and its own independent website, while offering product demonstrations and services through physical retail locations. As a result, MLAY has become a leading brand for hair removal devices in the Middle East.
Throughout the partnership, MLAY continues to leverage its strengths in product R&D, technological innovation, and brand building, taking responsibility for core products and brand development. Meanwhile, local partners utilize their regional resources to drive market operations, channel expansion, and consumer services—creating a synergistic model defined by "R&D and technology + branded products + local operations."
From Product Market Entry to Brand Establishment
The Middle East is an important part of MLAY’s global strategy. Moving forward, MLAY will continue to increase its R&D investment in beauty technology and develop innovative products tailored to the needs of consumers in different markets. The company will also deepen its collaboration with local partners in brand building, channel expansion, market operations, and consumer services.
From R&D in China to the global market, and from initial product launches to establishing a deep local brand presence, MLAY is committed to providing consumers in the Middle East with more professional and convenient at-home beauty technology experiences—driven by continuous technical innovation and localized partnerships—while fostering the brand’s long-term growth on the global stage.
In the Middle East, market access is a prerequisite for building brand trust. MLAY’s core products have obtained multiple international market access approvals and certifications, including those from the Saudi Food and Drug Authority (SFDA). The company’s manufacturing operations also operate in accordance with the ISO 13485 quality management system standard for medical devices and participate in the Medical Device Single Audit Program (MDSAP).
