Beauty and fashion are full of rules. What colors to match. What makeup to wear. What trends to follow. Break them, and you’re judged. Follow them, and you go unnoticed. But the beauty of rules? Break them, and you might create the next trend.

For the launch of Muse Loyalty Program in the GCC, this campaign celebrated fearless self-expression. With Muse, members gained exclusive access to the latest trends, limited-edition releases, and custom experiences—giving them the power to Be The Exception.