Thekur

Launched in April 2022, THEKÜR is an online beauty marketplace that provides effective skin, body, and textured hair care products to quality-conscious customers across the GCC. It specializes in gender-neutral brands and products, catering to the Middle East’s melanated community. It is also a tech-driven brand offering a personalized shopping experience using data and science to help shoppers identify the right product while educating them on textured hair and melanated skincare. POP Communications engaged in public relations to create a buzz around the brand’s launch and ongoing activities while positioning its founder as a key opinion leader in the industry. Barter and paid influencer collaborations were also arranged to increase followers and relatability to the brand among its target audience. A bespoke event concept was also developed and executed with a like-minded venue to introduce THEKÜR’s products to the UAE’s Emirati community.