Three women laughing under the line When life gives you Sukar

Sukar · Skincare

What makes life sweeter?

From bitter standards to sweet self-love

Saudi Arabia, UAE and Egypt

Before: In a skincare market shaped by narrow beauty standards and pressure to lighten skin, Sukar needed a voice that celebrated women as they are.
The work: We rebuilt Sukar's strategy, identity and voice around self-acceptance, giving the brand the warmth of a trusted friend.
Result: Sukar evolved from a local Sudanese brand into a regional presence across Saudi Arabia, UAE and Egypt, with a message rooted in confidence and self-acceptance.
Why: We didn't sell products to alter women; we built a movement that empowered them to love the skin they live in.

Pink Sukar lip balm on wet red hibiscus flowers

Hibiscus lip balm still: a woman in red glasses beside the tube and flowers

Lemone Set pouch in a net of lemons, and a woman on a green beach towel

Three Sukar pouches: Lemon Delka, Shea Butter, and Coco Butter

Woman blowing a pink bubble beside a jar of Sukar bubble gum scrub

Coco Butter pouch on chocolate and caramel, next to a close-up with purple lipstick

Shea Butter pouch on shea nuts, and hands lifting shea butter from a wooden bowl

Orange lockup: When life gives you Sukar, and It's better to butter

Two women holding Shea Butter and Coco Butter pouches

Hands squeezing blue bubble gum scrub back into the Sukar jar

Silver Lemone Set pouch and a close-up with a hibiscus in the hair

Sukar website: women cooking together under When life gives you Sukar

Grid of Sukar flyers about loving the skin you are in

Lemone Set sticker: limes and lemon slices

Lemon Dose dropper bottle sticker

Green citrus fruit sticker

It's better to butter sticker on a yellow shea shape

It's better to butter sticker on a green shea pod

Pink bubble sticker

Bubble Gum sticker in pink and blue

Hibiscus Vibes sticker

Next step

Want this for your brand?

Two ceramic plates, one floating, with the Catering World name in Arabic

Next project

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