When Ridah Badami launched Cultishh, she wasn’t just starting a clothing label, she was building a business that solved a problem.
A former bridal stylist who understood how much time women spend deciding what to wear each day, Ridah set out to simplify that decision. “A woman already makes countless decisions for herself and her family. The last thing she should worry about is what to wear,” she tells The Gulf Pulse.
That insight became the foundation of Cultishh, a Dubai-based startup that designs coordinated clothing sets for everyday wear – comfortable, modest, and weather-appropriate for the UAE. The brand’s appeal lies in its clarity of purpose: quality fashion that feels effortless, priced within reach, and produced locally.
Ridah’s entrepreneurial journey began early. Growing up in Dubai, she was fascinated by fashion and business. “I would organise mini fashion shows at home for my friends. My closet was the fashion show closet,” she laughs. After studying and working in New York and Toronto, she returned to the UAE with a conviction.
“No place on earth can replace the UAE. It’s become the hub for tech, fashion, and innovation.”
Starting a company in Dubai, she says, was surprisingly straightforward. “Everything is quick and efficient. Getting a business license doesn’t take long, and the system is built to help entrepreneurs move fast,” she explains. In contrast, she found the process in Canada slower and more complex.
Her biggest challenge came after licensing – manufacturing. Ridah was determined to produce entirely within the UAE, even if it meant tighter margins. “Cultishh is made in the UAE, for the people of the UAE, and by the people of the UAE,” she says. Sourcing affordable, high-quality production partners locally required persistence, but it became one of the brand’s strongest selling points.
As a first-time founder, Ridah leveraged social media instead of traditional advertising. She modelled her own designs, shot her own content, and built an authentic following across Instagram and TikTok. The approach reduced marketing costs while establishing brand trust. Today, Cultishh has more than 24,000 followers across both platforms, many of whom see Ridah as the face and the spirit of the brand.
Her startup’s first major milestone came with the summer 2025 collection, which featured modest pure-linen sets designed for comfort in Dubai’s climate. The line sold out faster than expected, confirming market demand for minimal, versatile clothing made locally. “The response was overwhelming. People loved that it was modest yet modern, and made here,” she says.
Ridah credits the UAE’s entrepreneurial ecosystem for much of her success and says the government offers great support to startups. “There’s a lot of encouragement for startups – networking events, business grants, even just community support. People here genuinely want small businesses to succeed,” she says.
For Ridah, Cultishh is more than a fashion label; it’s a case study in what’s possible when creativity meets the UAE’s fast-moving startup environment. In her words, “The UAE doesn’t just let entrepreneurs grow—it gives them the tools to build, experiment, and thrive.”
