Beauty built on conversations

Hi, I'm Sabah, founder of Calling.

I started my career as an intern at Tom Ford Beauty, before moving into the world of Sephora Middle East, where I watched influencer-led and celebrity beauty brands reshape the industry.

But I kept coming back to one thought: where was the beauty brand built around real women?

I've always believed beauty is best when it's shared. Between work besties, sisters, mothers & daughters. The products we pass around, recommend and eventually pass down.

So I picked up the phone and spoke to 150 women about what they wanted from beauty — the products they couldn't find, the formulas that fell short, and what they wished existed.

Those conversations became the foundation of Calling.

Today, that conversation continues through The Hotline, our community group chat where women help shape the products we create.

We're building a new generation of beauty — made to be shared, loved and passed on.

The conversations that started it all.

We talked about everything from the euphoria of finding the right foundation shade, to the pure horror of department store lighting, to the healing nature of curating a beauty routine that becomes a ritual. 

These discussions lasted for hours, as women from all over the world shared with me how much they longed for a beauty brand to simply get it; to understand exactly what real women are looking for to enhance their everyday lives.

No catfishing, no love bombing - 

just clean beauty.

We’re all about open communication - which means we never over-promise or under-deliver. Not only because we don’t want to remind you of that Hinge match who ghosted, but because we genuinely care about ensuring that what you see is what you get - when it comes to our ingredients, and our intentions.

  • THE BEGINNING

    Conducted the first 150 conversations with the women who would eventually become the foundation of our clean beauty brand.

  • CREATING THE VISION

    Gathered data from 150+ conversations about beauty with women and gave our brand its official name, Calling.

  • SPRING 2023

    Calling finally launched with our very first product: Face Fog - a serum-mist that gives instant glass skin & treats sensitive skin with uneven tone and texture.

    It's now our bestselling product and was nominated for a Pure Beauty Award

  • FALL 2023

    Our very first pop up in New York and the year our Autumn Series went viral on TikTok

  • FALL 2024

    The launch of our Mega Bite tinted jelly lip oils. A lip oil inspired by two-tone and pigmented lips to give more coverage, with all-day comfort. 

  • MAY 2025

    The launch of our Voice Note tinted lip balms - the everyday essential reimagined as a lip-and-cheek pen

  • NOVEMBER 2025

    Our Mega Bite lip oils win Silver for Best New Lip Product at the 2025 Pure Beauty Awards

  • 2026

    Stay tuned for upcoming launches and Join The Hotline for all the latest news 🤎

Beauty, with purpose.

So, when I tell you that Calling puts the voices of our community on speaker, I’m not joking—that’s quite literally how this brand came to life. 

We’re a community-birthed, communication-driven clean beauty brand that you can actually trust. 

We’re dedicated to enhancing the personal wellness of every single woman we serve, by building the ultimate beauty comfort zone inspired by these raw conversations about beauty.

And we can’t wait for you to join the conversation.

We’re responsive, not prescriptive.

We’re beauty that listens.

Ultimately, we’re all about building meaningful connections in a digital world.

JOIN THE COMMUNITY