When I relocated to the UAE in mid-March 2022, I thought my well-established cult beauty routine would smoothly transition with me. Little did I know that this change of address would shake up my entire regimen, forcing me to reevaluate my skincare choices and adapt to the unique climate and environment of my new home. Over the last twenty years, I’ve traveled extensively, especially within my beloved Europe, without settling for too long in one place.

When I moved to the UAE, I was following a well-established and very cherished cult skincare routine that contained carefully curated cult beauty brands from all over the world. I never really had an idea about how many products I have in my skincare, hair care, and makeup routine; I was focusing on hunting the best ingredients for my oily combination skin; maybe I had a little idea of how much I am spending maintaining my healthy skin and keeping my hair on my head (to the day, the struggle is real). But changing my home address changed everything for me. It felt like a little earthquake in my lifestyle.It’s been over a year; the acceptance phase is still WIP. The climate and environment had something to say in my new lifestyle, and now everything has to be reorganized according to the new weather I find myself in.

End of March 2022, my Supergoop SPF stick was almost finished when it hit me: I could not find Supergoop products in the UAE, and while searching in stores, I ultimately used the stick. Amazon’s order came two weeks later and had customs fees. While my SPF dilemma was significant, the real drama unfolded when I struggled to find Paula’s Choice 2% BHA Liquid Exfoliant. This vital component of my evening routine was seemingly nonexistent in local stores. It was time to take a step back and reevaluate my entire inventory of products and brands to understand how I could maintain my skincare principles and regime in the UAE. It is how the name of my blog was born.
I am now a cult beauty devotee on the hunt for the most incredible cult beauty independent brands in the Middle East, and I have created a platform that offers the space for women like me to navigate these challenges by discovering and sharing the independent cult beauty brands that align with our values and needs. That’s how routine11.me was born, a place where you can find trusted, ethical beauty products tailored to the Middle Eastern climate and lifestyle.

Diana Luca, routine11.me, Founder