The brand that matters in retail 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

Retail is in the middle of its most interesting chapter yet. Physical stores are being reimagined as experience destinations, e-commerce is maturing beyond convenience into expectation, and homegrown brands are competing credibly with global names. The consumer has never been more demanding or more worth winning.

Huda Beauty 

For building a beauty brand guided by community feedback

Huda Beauty has spent the past year reinforcing what made it relevant in the first place. With founder Huda Kattan back as CEO, the brand refocused on fewer, higher-impact launches guided by community feedback and founder-led transparency. The result was a streamlined portfolio, improved hero formulations, and product innovations that moved beyond conventional beauty formats, including a long-wear lip stain built on a proprietary formula, a pressed powder compact integrated with a phone grip, and the Ube Easy Bake, which popularized the blushed undereye look and helped define the ballerina-core aesthetic across social and editorial platforms. 

Starbucks 

For turning its purpose into real results

Starbucks, owned by Alshaya Group, has strengthened its presence in the Middle East by turning its purpose into real results. EmpowerME is a three-year, $6 million project backed by The Starbucks Foundation and Alshaya Group, and delivered with INJAZ Al Arab/JA MENA and Habitat Association. The program aims to give 250,000 underserved young people in MENA, Türkiye, and Kazakhstan the skills they need for the future. In its first year, it reached over 86,000 youth. EmpowerME focuses on those who face extra challenges, such as young women, refugees, orphans, and vocational students. It offers learning, mentorship, and practical guidance. Starbucks employees are involved too, with 61 staff members volunteering as mentors, coaches, and judges.

Starbucks is also working to promote inclusion in other ways. For example, it has opened sign language stores in Saudi Arabia and Kuwait, partnering with local groups and providing special training for staff. The company has also connected more with local culture by working with regional artists, creating drinks inspired by local tastes, and sharing stories that highlight local voices.