Anyone can add a logo to a product and call it a brand. But it takes something more to become a brand that matters. These are the companies that leave a mark, earn respect, and create real impact, both culturally and beyond.

Fast Company Middle East has unveiled its inaugural Brands That Matter 2025 list, celebrating 20 visionary winners across 13 categories who are making a real difference by combining purpose with performance. Through bold ideas, social initiatives, or a genuine commitment to purpose, they’ve built trust and stayed relevant in a rapidly changing world.

Among the winners, Kia was recognized for advancing electric mobility with a focus on inclusivity and sustainability. PepsiCo stood out for turning purpose into action, driving grassroots sustainability across the Middle East and North Africa. In design, Doha Design District was celebrated for honoring heritage while embracing smart, contemporary aesthetics.

In ecommerce, Mumzworld earned praise for building trust with its community of mothers, while noon was recognized for its rapid growth and customer-first approach. Bayt made an impact in emerging tech by using AI to connect people with meaningful careers. MCN was lauded in the family of brands category for uniting creativity, technology, and a strong commitment to sustainability. The Luxury Closet reimagined fashion by giving pre-owned luxury a new purpose.

In financial services, Beehive, Binance, and Shorooq Partners were recognized for promoting transparency, building trust, and supporting startup growth across the region.

Health and wellness saw a strong mix of innovators. Cigna Healthcare MEA turned insight into better health outcomes, GymNation made fitness more accessible, Haleon championed a collective approach to self-care, M42 focused on intelligent and equitable healthcare, and Medcare combined empathy with smart technology.

Also, Space42 was noted for driving the UAE’s space ambitions through AI innovation. Starzplay transformed streaming with smarter, more connected experiences. Babyshop stood out in retail for supporting parents with thoughtful, eco-friendly products. Virgin Mobile UAE paired convenience with a clear commitment to sustainability.

The selection was based on how well each brand aligns its stated purpose with measurable action. The list highlights brands that align purpose with action, showing how businesses can adapt and succeed in a changing market.

Here’s the full list.