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In the ever-evolving world of fashion and beauty, where expansion knows no borders and ambition fuels the industry, the Middle East and North Africa (MENA) region has emerged as a new frontier for opportunity. With its digitally connected, youthful middle class fueling demand for high-quality goods, the region has become a magnet for global brands eager to stake their claim. At the same time, MENA-based companies are setting their sights on the U.S., looking to bring their distinct aesthetics and innovative concepts to the world’s largest consumer market.
Now, an unexpected union between three industry powerhouses—Workhouse, Move the Needle Consultancy (MTNC), and THE BOARD—is rewriting the rules of global growth. Designed to facilitate the flow of beauty and fashion brands between MENA and the U.S., this partnership aims to create a seamless pathway for expansion, equity investment, and strategic alliances on both sides of the globe.
For Western brands, the allure of the MENA region lies in its remarkable growth story. With 492 million internet users driving a booming e-commerce landscape, the region offers untapped potential for companies ready to embrace its complexities. Beyond the staggering numbers, there’s a more intimate appeal: a vibrant, young demographic hungry for products that blend global quality with local sensibilities.
“The MENA region represents incredible untapped potential,” said Mary Ghobrial, CEO of MTNC. “This partnership ensures our clients have the tools, expertise, and access they need to thrive in one of the world’s most dynamic markets. With THE BOARD and Workhouse, we can not only bring global brands to our region but also build pathways for local brands to expand into global retail and online distribution.” Ghobrial’s leadership has long been associated with breaking barriers. From guiding Amazon’s acquisition of Souq.com to launching marketplace platforms that connected international brands with local consumers, her expertise makes MTNC a key player in this partnership.
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While U.S. brands find new horizons in MENA, the reverse narrative is equally compelling. Beauty and fashion brands born in the region are seeking access to the U.S. market, where diversity in design and innovation has created an appetite for fresh perspectives.
“Bringing together the expertise of Workhouse, MTNC, and our vetted collective creates a unique ecosystem where creativity, strategy, and execution meet,” said April Uchitel, CEO of THE BOARD.
“Together, we’re shaping the future for brands bold enough to dream big.”
With a career that includes leadership roles at Diane von Furstenberg and Violet Grey, Uchitel has built a reputation for scaling businesses and positioning them for long-term success. Through THE BOARD’s expansive network of executives across beauty, fashion, and technology, the partnership aims to connect MENA brands with the right collaborators, investors, and platforms to ensure meaningful entry into the U.S. market.
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At the center of this partnership is Adam Nelson’s Workhouse, a New York-based public relations agency that has spent over 25 years defining how brands communicate their essence to the world. With clients like Versace, Bergdorf Goodman, and Porsche, Nelson understands that great campaigns are about more than just selling products—they’re about creating cultural moments.
“This partnership is about more than collaboration; it’s about rewriting the playbook for global success,” said Nelson. “With Mary and April, we’re uniting forces to deliver something extraordinary bridging cultures, driving innovation, and elevating brands to new heights.”
From high impact launches to sustained campaigns, Workhouse will take the lead in helping brands from both sides of the partnership establish themselves as cultural forces.
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At its core, this collaboration isn’t just about products crossing borders; it’s about ideas, innovation, and partnerships flowing in both directions. For U.S. brands, the MENA region offers access to a consumer base eager for luxury goods, thoughtfully designed fashion, and beauty products that align with their lifestyle. For MENA brands, the U.S. provides a platform to showcase their creativity, tapping into an audience that craves authenticity and fresh perspectives. This partnership also carries the weight of a shared history. Adam Nelson and Mary Ghobrial, the CEO of MTNC, first collaborated on the expansion of Chocolate Bar, a New York-based boutique confectionery brand, into the MENA region. The project showcased their ability to break barriers and navigate complex markets, setting the stage for this more ambitious venture.
“As international markets become increasingly interconnected, partnerships like this one highlight the importance of collaboration in addressing the needs of diverse consumers. Whether it’s bringing premium U.S. brands to the MENA region or helping MENA brands break into the competitive U.S. market, the alliance between Workhouse, MTNC, and THE BOARD offers a blueprint for cross- border success,” Nelson said.
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As this partnership gains momentum, it’s easy to imagine a future where collaborations between MENA and U.S. brands become the norm rather than the exception. For brands bold enough to take the leap, this alliance offers more than just access—it provides a framework for navigating the intricacies of international markets, from investment opportunities to long-term growth strategies.
“This isn’t just about entering a market,” said Ghobrial. “It’s about building sustainable growth and creating meaningful connections.”
In an industry driven by reinvention, this partnership feels less like a strategy and more like a necessity. As borders blur and consumer demands evolve, the collaboration between Workhouse, MTNC, and THE BOARD offers a glimpse into what the next era of global beauty and fashion could look like—where innovation, heritage, and opportunity meet.
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