Having spent the last 20 years in the Middle East between Saudi Arabia and the UAE, Samantha Hamilton-Rushforth has an extensive knowledge of regional market demands. A former fashion and beauty editor at titles including
and Emirates Woman
, Samantha left her career in media to found BEEM
with the intention of creating Dubai’s first digital beauty concierge. As a freelance journalist and beauty expert, she also frequently contributes to various titles as a lifestyle and wellness journalist.