Entrepreneur Latifa Alshamsi and founder of Events by Latifa AlShamsi shares her morning to evening beauty routine.

Talk us through your morning routine.

My morning routine is all about prepping my skin for the day ahead. I start with a gentle cleanse, followed by a hydrating toner and an essence to boost moisture. I always use a high-performance serum, usually something from Augustinus Bader or EviDenS de Beauté, to support skin regeneration. A rich yet lightweight moisturiser follows, and I never skip SPF – it’s the most important step to protect my skin. Since I prefer a minimal makeup look, I focus on having a well-hydrated and healthy complexion.

How does your evening routine differ?

My evening routine is more about repair and nourishment. I double cleanse to remove any traces of SPF and the day’s impurities, then use a more potent treatment serum – sometimes a retinol or a peptide-rich formula. I also apply an eye cream and finish with a deeply hydrating night cream or an overnight mask for extra glow.

What are your go-to skincare products?

I’m very selective with my skincare and rarely switch products. Augustinus Bader’s The Rich Cream is a staple for me – it delivers intense hydration and helps with skin renewal. I also love EviDenS de Beauté The Serum for its anti-ageing benefits. When I need an extra boost, I use La Prairie’s Skin Caviar Luxe Cream for its lifting and firming properties.

Are you a fan of masks?

Absolutely. I love using hydrating and brightening masks a few times a week. EviDenS de Beauté’s Special Mask is my go-to when my skin needs a glow boost, and I swear by Augustinus Bader’s Face Mask for deep nourishment.

How would you describe your approach to makeup?

I believe less is more. My focus is always on good skin rather than heavy coverage. I prefer light, breathable foundations or tinted moisturisers that enhance my skin rather than mask it. A touch of concealer, some blush for a natural flush, and I like to focus on the eyes so my staple eyeliner look with black mascara.

What can always be found in your makeup bag?

A hydrating lip balm, a multi-use cream blush, and a tinted sunscreen – these are my essentials. I also keep a high-quality brow gel because well-groomed brows frame the face effortlessly.

Which fragrances are your current favourites?

Right now, I’m obsessed with Givenchy Garçon, which has this elegant yet unexpected warmth, and Byredo Animalique, a unique scent that feels both sophisticated and feminine.

Talk us through your hair routine.

I keep my hair routine simple but effective. Using a sulphate-free shampoo and a deeply nourishing mask instead of regular conditioner is important to me. I always wash my hair at a salon to make sure it’s taken care of properly.

What is the most unusual item in your makeup bag?

Probably a gua sha tool. I love using it in the morning to reduce puffiness and boost circulation – it makes a huge difference in how my skin looks and feels.