The brands and shops Dubai can't stop talking about
In brief
- Beauty is the loudest story: Sephora Middle East, Ulta Beauty's two new Dubai stores and Huda Beauty's first fragrance.
- Fashion and footwear: Ounass opened Ounass Stage, and Level Shoes is taking its Dubai model abroad.
- Gifting staples: Dubai chocolate, Belgian chocolatiers and Emirati perfume houses.
- Gift them on Giftze: where a shop has a Giftze store page we link it. You send with the recipient's phone number, no address needed.
- How we chose: shops with dated, public coverage in the past year, plus long-standing Dubai names. This is an editorial list, not a ranking, and we only state what a source supports.
Sephora Middle East
What is the buzz? Sephora is a fixture of Dubai beauty shopping. A December 2025 Beauty Matter report says the Dubai Mall flagship is among its highest-grossing stores globally and draws about 13,000 visitors a day, mostly international tourists. Separately, e.l.f. Beauty became available across Sephora's 70 GCC stores in November 2025. We could not confirm a new Dubai opening in 2026.
Who is it for? Anyone who likes make-up, skincare or fragrance, from first-time gifters to beauty obsessives.
Price band: not stated in the sources we used. Check the product page.
Gift it on Giftze: Sephora Middle East.
Ulta Beauty
What is the buzz? The American beauty retailer opened its first UAE store at Mall of the Emirates in late January 2026 with Alshaya Group, per Alshaya's announcement of 30 January. Khaleej Times reported a second Dubai store at The Dubai Mall on 27 March. The offer spans prestige, mass and emerging brands across make-up, skincare, haircare and fragrance.
Who is it for? Shoppers who want a wide beauty range in one place.
Gift it on Giftze: Ulta Beauty is not on our store list at the time of writing.
Huda Beauty
What is the buzz? The Dubai-founded brand announced its first fragrance, Easy Bake Intense Eau de Parfum, in May 2026. A press release datelined Dubai on 31 August 2026 announced the Ultra Snatched collection with Cardi B. Founder Huda Kattan was due to receive the Beautyworld Icon Award in Dubai on 7 October, according to Khaleej Times.
Who is it for? Make-up fans and anyone who follows the brand's launches.
Price band: not stated in the sources we used.
Gift it on Giftze: Huda Beauty.
Ounass
What is the buzz? The luxury e-commerce platform opened Ounass Stage on Al Wasl Road in May 2026, a space for rotating takeovers. The first is a six-month takeover by New York label Aime Leon Dore, its first presence in the Middle East, according to AE World. In January 2026, What's On reported plans for a first full Ounass store at Across H in Al Wasl. We found no confirmation that it has opened.
Who is it for? Fashion-minded recipients who like designer and streetwear labels.
Gift it on Giftze: Ounass.
Level Shoes
What is the buzz? Level Shoes opened in 2012 as a 96,000 sq ft flagship at The Dubai Mall and now carries more than 350 brands, per trade coverage. WWD reported in September 2025 that it had launched a US website and planned a Miami flagship for 2027. We found no Level Shoes news specific to Dubai in 2026.
Who is it for? Sneaker and designer-footwear lovers.
Gift it on Giftze: Level Shoes.
Bloomingdale's
What is the buzz? Bloomingdale's at The Dubai Mall was its first store outside the United States, opened in 2008 as a joint venture with Al Tayer Insignia. We found no 2026 news, so we include it as a long-standing destination rather than a new launch.
Who is it for? Gifters who want a department-store mix of fashion, beauty and home.
Gift it on Giftze: Bloomingdale's.
Pierre Marcolini
What is the buzz? The Belgian chocolatier opened its first Middle East flagship at The Dubai Mall in 2019. Coverage from that time mentions a pyramid-shaped gift box and regional flavours including Arabica coffee and cardamom. These details are from 2019, so check current stock.
Who is it for? Chocolate lovers and anyone who likes elegant packaging.
Gift it on Giftze: Pierre Marcolini.
Fix Dessert Chocolatier
What is the buzz? Fix is the Dubai shop behind "Dubai chocolate", the pistachio and kunafa bar first released in 2022. It ran pop-ups at Harrods in London (27 October to 23 November 2025) and Singapore Changi Airport (3 November 2025 to 30 January 2026). Sources disagree on exactly when the bar went viral. We found no 2026 reporting on its status.
Who is it for? Anyone curious about the bar they have seen online.
Gift it on Giftze: Fix is not on our store list at the time of writing. For chocolate, see Chocolate and Treats.
Ajmal Perfumes
What is the buzz? The Dubai-born perfume house opened its 70th UAE store, in Ajman, in October 2025, and has also expanded abroad, including a store at Westfield London. We could not confirm a specific 2026 UAE launch.
Who is it for? Fans of oud and Arabian fragrance, and gifters looking for something rooted in the region.
Gift it on Giftze: Ajmal Perfumes.
How to gift from any of these shops
Open the store page, choose a product, enter the recipient's phone number and pay. You do not need their address. The whole list of stores is at giftze.com/stores, and you can browse everything at giftze.com/shop. For seasonal ideas, see our companion guide to trending gifts in Dubai.
Frequently asked questions
Which brands are trending in Dubai in 2026? Beauty leads: Sephora Middle East, Ulta Beauty and Huda Beauty. In fashion, Ounass and Level Shoes. Dubai chocolate remains a gifting talking point.
Did Ulta Beauty open in Dubai? Yes, at Mall of the Emirates in January 2026 and The Dubai Mall in March.
Is Sephora available on Giftze? Yes, via its Sephora Middle East store page.
What is Ounass Stage? A Dubai retail and cultural space on Al Wasl Road, opened in May 2026 with an Aime Leon Dore takeover.
Which Dubai brands suit someone who has everything? Fragrance, fine chocolate or a concept-led fashion gift, matched to their tastes.
