Our Story

LILIYA COSMETICS

The Dubai premium beauty house defining the future of prestige makeup. Crafted as a love letter to bold femininity, our brand unites the vibrant, high-performance energy of Dubai with world-renowned Italian precision. Formulated to defy the elements, our high-impact pigments offer absolute resistance to intense heat and regional humidity, ensuring your look stays flawlessly intact from morning to midnight.

Why Liliya Cosmetics

Built on three principles.

THE ART OF ITALIAN FORMULATION

True perfection lies in the formulation. Our collections are crafted in Northern Italy, where cosmetic heritage meets cutting-edge innovation. In collaboration with master laboratories, we curate pigments, textures, and finishes that redefine high performance. Expect rich, commanding color payoff coupled with a completely weightless feel-beauty that is light on the skin, yet built to withstand the elements from morning to midnight.

Dubai-Proof

Dubai possesses one of the most demanding climates in the world for beauty. Extreme heat, relentless humidity, and constant air-conditioning require a formula that refuses to compromise. Every Liliya Cosmetics creation is stress-tested against these exact elements, ensuring an immaculate look from the morning commute to the midnight hour

Climate-Defying Wear: Climate-Defying Wear: Infused with advanced film-forming polymers to lock in place and resist intense heat.
Uncompromising Pigment: Uncompromising Pigment: High-density colors that refuse to fade, smudge, or transfer.
One-Application Perfection: One-Application Perfection: Engineered to hold flawlessly from the first morning meeting to the final song of the night.

JUMEIRAH DUBAI, THE LEGACY

Jumeirah is more than a destination; it is an international benchmark for elegance, style, and effortless prestige. As a Dubai premium beauty house, this is where our heart resides. We celebrate the deep, unbreakable ties between our collections and the city’s dazzling narrative. We draw constant inspiration from its golden sun, its uncompromising standards, and the sophisticated women who grace its shores. Blending rich cultural heritage with contemporary, world-class glamour, we translate the breathtaking majesty of Dubai into a tangible beauty experience for the global stage.

The Brand

A standard set by
Italian craftsmanship.

Liliya Cosmetics was founded by Liliya Shams — a woman who understood that beauty wasn't just about how you look. It was about how you feel when you know nothing will move. LC was built to answer a need no brand was fully meeting: high-impact, long-wear makeup designed specifically for the Gulf climate. Not adapted for it. Designed for it.

Every formula begins in our Italian atelier, where colour science and skincare ingredients meet decades of artisanal craftsmanship. Each product is then tested in the Dubai heat — 40°C, full humidity, sixteen-hour days — before it earns the Liliya label. Because here, good enough has never been enough.

The people behind the brand.

Sheila Shams

Founder & CEO

The Visionary Behind the Brand. Every legacy begins with an uncompromising vision. Meet Sheila, the Founder and CEO of Liliya Cosmetics. As the strategic architect and driving force of the company, Sheila’s mission has always been to redefine the standards of prestige beauty. Blending a sharp entrepreneurial spirit with a passion for timeless elegance, she transformed a profound personal inspiration into a global luxury reality. Sheila doesn't just anticipate where the beauty industry is going—she creates the space for it to evolve, building a brand rooted in sophistication, innovation, and empowering elegance.

Liliya Shams

Creative Director

The creative pulse and defining vision behind our collections, Liliya views makeup not as a mask, but as absolute self-expression. With an innate mastery of color and an uncompromising eye for detail, she curates every shade, texture, and finish to speak the language of prestige beauty. Living in a city that never pauses, her mandate was clear: beauty must be high-performance. From intense humidity to grand evening galas, Liliya ensures every formula is definitively Dubai-proof—effortless, resilient, and flawlessly radiant from morning to midnight. It is beauty tested by life, curated by an artist.

Paolo Osimi Cia

Co-Founder & General Manager

The Blueprint of Excellence. Behind every world-class brand is a foundation of flawless execution. Meet Paolo, our Co-Founder and General Manager. Bringing decades of prestigious business acumen straight from Italy—the heart of global design and formulation—Paolo translates creative vision into seamless operational brilliance. With a sharp focus on international growth, premium standards, and structural excellence, he ensures that the world of Liliya Cosmetics operates at the highest echelon of luxury. He is the bridge between artistry and execution, driving our brand toward a bold, global future.

Built on a foundation of over two decades of experience in the health and beauty industry, we understand the importance of using the finest ingredients to create formulas that are healthy, skin friendly and of exceptional quality. Guided by dermatological expertise, we develop prestigious, elegant products that are as safe as they are luxurious.

At Liliya Cosmetics, we believe every woman deserves access to cosmetics that are both safe and uncompromising in quality. With passion and meticulous attention to detail, we design each product in leading Italian laboratories — the birthplace of beauty, artistry and craftsmanship. Our team is personally involved in every step of the process, ensuring each formula is perfected to seamlessly blend glamorous design, flawless shades and timeless elegance.

Our mission is to create high quality, premium cosmetics where every touch, brush and stroke unveils the magic of your beauty. Empowering every woman to feel confident, unique and irresistibly captivating.