Beauty, buzz and brands to watch closely
January may have just begun, but the beauty calendar wasted no time getting busy. From major regional launches to long-awaited store openings, UnfilteredDXB kicked off the year front row, tracking the moments, brands, and names already shaping the conversation across the region.
REFY Makes Its Middle East Debut
REFY marked a major milestone as founders Jess Hunt and Jenna Meek travelled to Dubai for the brand’s first-ever Sephora window takeover in the Middle East, officially launching the brand in the region. The star-studded event took place at Alserkal Avenue, where UnfilteredDXB experienced the full collection first-hand.
Speaking to founder Jenna Meek, she shared what REFY hopes to achieve locally and what the brand wants for women in the Middle East. For REFY, it is about confidence, enhancing natural features and creating products that help women feel like themselves.
Our Co-founder and Editor-in-Chief Omaira was especially impressed by the weightless gloss, which glides on smoothly without any stickiness and stays put for hours without smudging. Available in a range of shades, Rosewood was a clear favourite.
REFY is available at all Sephora stores, priced from AED 40 to AED 200, with REFY’s products listed on Sephora’s website.
Charlotte Tilbury Blurs the Lines
UnfilteredDXB joined Charlotte Tilbury for the regional launch of the Airbrush Flawless Blur Concealer, with exclusive insight from regional pro artist Elie Bawaridi.
Available in 34 shades, the concealer is designed to neutralise pigmentation and minimise imperfections, while being water-resistant and sweat- and humidity-proof, an essential for this climate. After seeing the application up close, it is safe to say we are fans.
The Airbrush Flawless Blur Concealer is available at AED 175, and more information can be found on Charlotte Tilbury’s website.
Patrick Ta Arrives at Sephora
We attended the exclusive regional launch of Patrick Ta Beauty at Sephora. For us, the standout product was the Double-Take Crème and Powder Blush Duo, which delivered an effortless, flushed glow and blended seamlessly into the skin.
Patrick Ta shared that his expansion into the Middle East felt deeply personal, inspired by the region’s love of glamour, artistry and pride in makeup, and by the long-standing support from his followers and clients here.
Patrick Ta Beauty is available exclusively at Sephora, with prices ranging from AED 100 to AED 250. For more information, visit Sephora’s website.
Penhaligon’s Brings British Heritage to Dubai Mall
The fragrance world welcomed the opening of Penhaligon’s at Dubai Mall, with UnfilteredDXB invited to the exclusive ribbon-cutting ceremony, inaugurated by Palestinian singer-songwriter, Saint Levant.
The event highlighted the Eau So British heritage collection, featuring warm notes of sandalwood, vanilla and amber. Our personal favourite was Halfeti, a rich blend of woody florals with citrus and spice.
When asked about the power of fragrance, Saint Levant summed it up as “Something that instantly takes you back.”
Penhaligon’s is available at major retailers and online, with prices ranging from AED 900 to AED 2,000 with more information on their Dubai Mall store on their website, as well as Bloomingdale’s.
ULTA Beauty Opens Its Doors in Dubai
Beauty lovers had plenty to celebrate as ULTA Beauty opened its first-ever store in Dubai at Mall of the Emirates. UnfilteredDXB was invited for an exclusive preview ahead of the public opening.
Alongside cult international brands, a strong focus was placed on regional and homegrown names, including Vimi Joshi and Nadine Njeim, who stood confidently alongside global beauty leaders.
Speaking with Marketing Director Sara Al Kadari, she shared ULTA’s vision to build community-driven experiences and spotlight regional founders, creating a sense of familiarity that resonates with Middle Eastern audiences. The store will also offer in-house services, including brow and nail treatments, setting it apart from other beauty retailers in the region.
