Explore the Fast Company Middle East’s Most Innovative Companies 2025 list, featuring 56 winning entries reshaping businesses and industries. We’ve selected the companies making the most significant impact with their initiatives across 24 categories, including the most innovative AI and data science, sustainability, energy, finance & fintech, and women-backed companies.

Augmented and virtual reality are redefining the way we experience the world. By blending digital content with the physical environment, these technologies create immersive experiences that captivate, educate, and entertain. From training simulations to interactive storytelling, these companies are leveraging AR and VR to engage audiences like never before, creating experiences that are more intuitive and impactful.

L’Oréal Middle East 

For immersive and playful storytelling

L’Oréal Middle East has reimagined how consumers discover, try, and engage with beauty by embedding AR and VR into storytelling. Maybelline’s Lifter Plump lens gamified lip plumping with a record 24.4-second playtime, while Kiehl’s Ramadan AR leaderboard connected skincare with cultural traditions, reaching 4.5 million users and generating 15.5 million impressions. Kérastase Gloss Absolu transformed product education into an interactive ritual, achieving 30 million impressions and an 18-point increase in action intent among Gen Z. Beyond consumer impact, the group empowered teams to experiment with new formats, gamification mechanics, and first-in-market solutions with global platform partners. By blending cultural relevance, immersive technology, and sustainability, L’Oréal Middle East has created AR and VR campaigns that are playful, educational, measurable, and cost-efficient, setting a new standard for beauty marketing in the region.

Tactical

For creating AI-powered AR and VR activations that combine culture, creativity, and utility

Tactical is redefining immersive experiences across the Middle East by integrating AI into every stage of ideation, production, and deployment. Its in-house AI creative lab, MAiK, accelerates AR and VR content creation, enabling faster delivery while maintaining quality and cultural authenticity. The company’s work spans Social AR, AR Mirrors, Apple Vision Pro, Snap Spectacles, and AI-powered photo booths, transforming everyday interactions into dynamic experiences. Over the past two years, Tactical has delivered measurable results through initiatives such as Visa’s She’s Next in GamingAR Mirror, Dubai Tourism’s Apple Vision Pro city experience, and Social AR activations at the Esports World Cup, helping millions of fans engage and navigate events seamlessly. Each project has increased participation, reduced production timelines, and strengthened cultural connections.