Explore the Fast Company Middle East’s Most Innovative Companies 2024 list, featuring 55 winning entries reshaping businesses and industries. We’ve selected the companies making the most significant impact with their initiatives across 27 categories, including the most innovative design, sustainability and cleantech, manufacturing, real estate, and retail companies.

Augmented & Virtual Reality are revolutionizing how we interact with the digital world. Companies are using these advanced technologies to open new frontiers in entertainment, education, and business by blurring the lines between the physical and the virtual.

L’Oréal Middle East

For personalized beauty experiences

L’Oréal Middle East has been at the forefront of beauty innovation, leveraging AI and AR to enhance consumer experiences. Recent initiatives include AR-powered campaigns for brands like Lancôme, Essie, and NYX, offering interactive billboards, shoppable lenses, and virtual try-on experiences. Personalized beauty solutions such as the Lancôme E-Shade Finder, YSL Rouge Sur Mesure, and La Roche-Posay SPOTSCAN have been introduced. The Lancôme Hapta, a smart makeup applicator, was developed to promote inclusivity for individuals with limited mobility. Additionally, L’Oréal has prioritized sustainability by reducing physical samples and waste through virtual try-on tools and QR code-enabled packaging. These innovations have solidified L’Oréal’s position as a leader in beauty tech and sustainability.

Tactical

For transforming brand engagement with immersive technology

Over the past year, the all-female innovation team has made significant strides in the tech industry by leveraging AR, VR, and AI to foster meaningful connections. The company launched the region’s first branded Apple Vision Pro experience with Dubai’s Department of Economy & Tourism, showcasing the city in immersive VR. Its Phryjab campaign highlighted hijab rights at the Paris 2024 Olympics, demonstrating its commitment to using technology for social good while promoting women’s leadership in tech. By blending advanced tech with meaningful storytelling, it’s setting new benchmarks for how brands can engage with their audiences.