Emirates Man, Lifestyle

Arriving in the Middle East from France over 25 years ago, Antoine Bonvin never expected it to be a long-term destination, but more than two decades later, the region has become his home and the centre of his career, leading him to his current role as General Manager of Sisley Orient. After two years working in Kuwait in the early 2000s, Bonvin relocated to Dubai, arriving at a moment when the city was beginning to define itself on the world stage. At the start of his career, Bonvin went in deliberately varied directions. From fashion and events with Elite Model to roles in FMCG, he moved across industries before finding his place within luxury beauty at Sisley Orient.

Founded in 1976, Sisley Paris has long positioned itself as a pioneer of phytocosmetology, combining plant-based science with high-performance formulations. Still family-owned, the brand operates with a level of independence that sets it apart within the luxury landscape. “There’s a very entrepreneurial approach at Sisley,” Bonvin explains. “You’re given a lot of autonomy to manage your business, both strategically and operationally. It’s not about short-term decisions, but about building something sustainable for the brand and for the consumer.”

Today, that long-term vision is evident in Sisley’s growing presence across the Middle East. Operating from Dubai, the UAE functions as a central hub, with a regional warehouse supporting distribution across the GCC. The brand’s footprint spans ecommerce, high-end retail and spa partnerships, with the latter in locations including W Dubai – The Palm and W Hotel West Bay in Doha. Within this landscape, one area in particular is reshaping the beauty conversation: men’s skincare. What was once a marginal category is now emerging as a key driver of growth, particularly in the Middle East. Bonvin has witnessed this shift firsthand. “The change has been quite significant. In the past, men’s routines were very basic. Today, it’s much more structured.”

There are many reasons behind the evolution. A younger demographic, increased disposable income, and the influence of social media have contributed to more informed and engaged male consumers. At the same time, societal changes, including a growing focus on wellness and self-care, have redefined attitudes towards grooming. “Men are more aware, more educated, and more open to skincare,” he says, “purchasing behaviour has also evolved, with a significant portion of transactions now taking place online, which for men can be much more convenient.”

For Sisley, this growth is a welcome challenge. While many of the brand’s products are inherently unisex, addressing the specific needs of male skin requires a more targeted approach. “Male skin is different; it’s thicker, produces more sebum and is more prone to irritation,” Bonvin explains. “We have our own laboratory, and our research is based on phytocosmetology, using plant extracts. For men, we’ve developed specific active ingredients to address those needs.” This philosophy is embodied in Sisleÿum, the brand’s latest dedicated men’s range, which distils skincare into a streamlined three-step routine. Designed around efficiency and performance, the collection reflects a shift towards simplicity, without compromising on efficacy. Central to its formulation is Phyt’active of Kinkeliba, a plant-derived ingredient developed through extensive research to deliver soothing and antioxidant benefits.

Despite these innovations, Bonvin is clear that the foundation of any routine remains straightforward. “At the very minimum, cleansing and moisturising. That’s essential.” The emphasis, he suggests, should be on consistency, particularly for those new to skincare. “Over time, these habits become part of daily life.” This shift is also evident among younger consumers, who are engaging with skincare earlier than previous generations. Environmental factors in the region, from heat and dust to air conditioning, further reinforce the importance of maintaining healthy skin. At the same time, categories such as haircare are gaining traction, particularly products focused on scalp health and hair loss, available in Sisley’s Hair Rituel range. Looking ahead, Bonvin remains pragmatic about the market environment. While long-term growth remains strong, short-term strategies are being adjusted to reflect changing dynamics. Digital channels are receiving increased focus, while physical retail is evolving towards more service-led experiences.

Sisley’s core values remain focused on authenticity. Partnerships are carefully selected, and marketing remains understated. “We prefer to build long-term relationships rather than short-term visibility,” Bonvin explains. This philosophy extends across every aspect of the business, from product development to customer experience. For a brand that has built its reputation on its research and formulation, this measured approach is key. “It’s not about packaging or trends, it’s about what’s inside the product and how it performs.” In the region today, this focus feels particularly relevant. And for Bonvin, it is this balance, between heritage and evolution, that makes the brand so successful in the market.

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Images: Supplied