Celeste Talent Agency expands into MENA with first creators

Celeste Talent Agency has signed its first creators from the UAE, adding a combined audience of more than 3 million to its roster as the London-based agency expands into the Middle East. Founder Lojain Maksoud says the move is part of a broader plan to connect brands with authentic voices across regions.

Why it matters: - Celeste Talent Agency is broadening its reach into a fast-growing creator market in the Middle East. - The new signings give the agency immediate scale, with a combined audience of more than 3 million. - The expansion could help global brands tap MENA creators as agencies compete for cross-border partnerships.

What happened: - Celeste Talent Agency announced its first MENA-based creator signings on July 23, 2026. - The new creators are based in the United Arab Emirates. - The agency is London-founded and works in entertainment and creator partnerships. - Founder Lojain Maksoud framed the move as the next phase of the agency's international growth.

The details: - Maksoud was born in Dubai and raised in Doha before moving to London for her studies. - Her academic research focused on how Middle Eastern productions on global streaming and digital platforms have changed international perceptions of the region. - Maksoud later worked at Creative Artists Agency in the Global Scripted Television department. - Celeste Talent Agency has already worked with UK and US brands including HelloFresh, KatKin, and Qure Skincare. - The agency says it is in active conversations with brands across the region. - Celeste Talent Agency plans to keep growing its international roster over the coming months. - The agency currently operates in the UK, US, and MENA. - The company works with digital creators on social media campaigns. - Celeste Talent Agency also works with production partners to place brands in film and television projects. - More information is available on the company's website. - Celeste Talent Agency's LinkedIn page is available here.

Between the lines: - Maksoud's personal background suggests the MENA expansion is both a business move and a founder-driven mission. - The agency is positioning itself at the intersection of creator marketing and traditional entertainment. - The strategy points to demand from brands that want regional authenticity as well as global reach.

What's next: - Celeste Talent Agency expects to sign more creators as it grows its international roster. - The agency is likely to deepen brand outreach across MENA as its creator network expands. - Further partnerships could follow if the first wave of MENA signings performs well.

The bottom line: - Celeste Talent Agency is using its first MENA creators to accelerate an international push built around authenticity, audience scale, and cross-border brand work.