Niya fragrances and beauty

Niya is a prominent value-oriented beauty and lifestyle brand based in the Middle East. It was developed as a private label brand specifically for Noon, one of the region's largest e-commerce platforms. The brand offers a wide range of affordable personal care products, including perfumes, makeup, and skincare essentials, designed to cater to the diverse needs of consumers in the Gulf region.

While the brand is conceptualized and owned by Noon, its manufacturing primarily takes place in the United Arab Emirates. This localized production allows the brand to maintain its competitive pricing while ensuring quick distribution throughout its core markets in Saudi Arabia, the UAE, and Egypt. The brand's identity is built on providing 'everyday luxury' at an accessible price point, often mimicking the scent profiles of high-end international perfumes.

Ultimate ownership lies with Noon AD Holdings Ltd, a major regional enterprise backed by prominent investors including the Saudi Public Investment Fund (PIF) and Emaar Properties founder Mohamed Alabbar. As a home-grown brand, Niya represents Noon's strategy to expand its market share through proprietary labels that resonate with Middle Eastern cultural preferences.