OMO Arabia: The Art of Stains

MullenLowe MENA in collaboration with OMO Arabia, launches ‘The Art of Stains’, a first-of-its-kind campaign that redefines how period care is communicated in the region. By blending ancient henna artistry with essential knowledge, OMO transforms a culturally ingrained tradition into a powerful, discreet, and deeply personal conversation starter. In Saudi Arabia, beauty and henna salons are more than beauty spaces, they are intimate sanctuaries where women connect, share stories, and uphold tradition. Recognising their unique potential, OMO partnered with skilled henna artists to create bespoke designs that discreetly weave in essential period care information. These intricate patterns don’t just adorn hands, they embed knowledge, ensuring that vital stain-removal techniques are passed directly into the hands of the women who need them most. Yet, discussions around period care remain limited, often whispered or avoided altogether. The film captures raw, unscripted conversations with henna artists, women who understand both the beauty of tradition and the burden of silence. As they create intricate designs, they weave in knowledge, turning henna into a tool for education, empowerment, and long-overdue conversation. The designs were carefully handcrafted by skilled henna artists, intricately woven into traditional patterns to remain discreet. This ensured that vital stain removal information was subtly embedded within the henna itself, allowing knowledge to be passed quite literally into the hands of the women who needed it most. A first-of-its-kind innovation, transforming henna into a hidden yet powerful tool for education and empowerment.