The brand that matters in consumer products & services in 2026

Fast Company Middle East unveils the Brands That Matter 2026 list, celebrating 32 winners across 19 categories. These brands are making a real difference, combining purpose with performance to create lasting impact. From advertising and banking & finance to retail and technology, they’re reshaping industries and championing values that matter most today

The Middle East’s consumer products and services sector is being shaped by brands that understand consumers want more than products alone. As expectations around convenience, personalization, and purpose continue to rise, leading companies are investing in innovation, stronger customer relationships, and experiences that create lasting value. The result is a more competitive market where trust, relevance, and adaptability are becoming key drivers of growth.

Al Ain Farms Group

For strengthening food security through local production

Al Ain Farms Group is playing a central role in strengthening food resilience by building one of the country’s most integrated food production platforms. Bringing together brands across dairy, poultry, eggs, juice, and camel milk, the group combines scale, local manufacturing, and nationwide distribution to reduce reliance on imports while ensuring consistent access to locally produced food. 

Over the past year, the group has accelerated investments in innovation, sustainability, and nutrition. From deploying advanced food production technologies and expanding local packaging capabilities to developing longer-life camel milk and committing to reducing added sugars across its portfolio, Al Ain Farms Group is helping raise standards across the industry. At the same time, investments in food logistics, waste reduction, animal welfare, and local talent development reflect a broader commitment to building a more resilient and sustainable food system. By combining heritage, scale, and innovation, the group is helping shape the future of locally produced food while reinforcing the strategic importance of food security.

L’Oréal Middle East

For proving that a beauty business and a social one are the same thing

L’Oréal Middle East recently carried out the first independent study on its impact in Saudi Arabia. The results show total sales of SAR 3.2 billion and the creation of 8,765 jobs, directly and indirectly through its value chain. More than 35,000 people across the kingdom have benefited from social programs focused on women’s empowerment, youth employment, and skills training. The L’Oréal Professionnel Hairdressing Academy has already certified over 100 Saudi women as professional hairstylists, aiming for 1,000 graduates by 2029. 

Since 2014, the L’Oréal-UNESCO For Women in Science program has supported 63 Arab women scientists, awarding AED 3.8 million in research grants. On the sustainability front, the Refill Movement is helping people use less plastic and glass by offering refillable options for makeup, skincare, haircare, and fragrance. AI-powered tools like Kérastase K-Scan and Vichy SkinConsultAI are also making personalized beauty diagnostics more accessible across the region.