Editor’s Choice: 6 Beauty Launches Worth Your Attention

From holistic sanctuaries designed as antidotes to city life to formulas challenging long-held beauty assumptions, this season’s launches reflect a shift toward intention, performance, and care. Here are the six making the strongest impression right now.

Behave by Brow & Beauty

Where wellness becomes ritual

Now open in Jumeirah, Behave by Brow & Beauty is the newest concept from the founder of Brow & Beauty — and it reframes beauty as a holistic practice rather than a quick transaction. Designed as a calm counterpoint to the pace of city life, the space blends warm natural materials, muted tones, and softly layered lighting to create an experience centred on balance, recovery, and long-term wellbeing.

Under one thoughtfully designed roof, Behave brings together advanced facial aesthetics, spa and hammam rituals, hair and scalp therapies, wellness treatments, nails, makeup, and lash services. The treatment menu features expert-led protocols including Hydrafacial, microneedling, exosome therapy, PRX-T peels, LED rejuvenation, Moroccan hammam rituals with La Sultane de Saba, head and hair spa treatments, and professional lash extensions.

Booking: WhatsApp on‪ +971 58 570 7785‬

ALKEMY

The grooming experience as transformation

Now open at One Za’abeel, ALKEMY is a luxury beauty and grooming salon for men and women designed as an immersive experience that blends beauty, grooming, and wellness. Inspired by the symbolism of the Seed of Life — representing balance, rebirth, and transformation — every visit is framed as a journey of refinement and renewal.

For women, services include high-end haircuts, blow-dries, up-dos, cut transformations, braids, treatments, colour mixology, and luxury hair extensions made from the finest quality virgin hair imported directly from Russia. Makeup services range from light and quick applications to glamour, bridal, themed, and children’s makeup for every occasion.

For men, ALKEMY offers personalised grooming experiences including world-class haircuts and the signature ALKEMY Shave with an individually designed aromatherapy facial massage. A full nail bar completes the offering.

Booking: WhatsApp on +971 50 191 7380

Renelle Cosmetics Stretch-Mark Serum

From personal need to purpose

Dubai-based skincare brand Renelle Cosmetics launches its debut product with a clear mission: to challenge the belief that stretch marks don’t have real solutions. Long positioned as an unsolvable concern, stretch marks have often been met with heavy formulas, clinical routes, or messaging that encourages women to simply accept them.

Renelle offers a different perspective — a high-standard, results-driven serum designed to visibly improve the appearance of stretch marks through consistent use, without medical claims or unrealistic promises.

Formulated in France and developed to perform in harsh GCC climates, the lightweight, water-based serum was born from founder Widad Taleb’s own experience struggling to find a product that felt effective, gentle, and wearable in heat and humidity. The fast-absorbing, fragrance-free formula blends botanical extracts traditionally associated with supporting elasticity and skin resilience, including Alchemilla Vulgaris, Equisetum Arvense, and Hedera Helix.

Designed as a daily ritual rather than a short-term treatment, Renelle encourages consistency — and that’s where users are seeing results. The product exceeded expectations, selling through its initial stock within weeks due to repeat purchases and word-of-mouth demand.

Available at: www.renellecosmetics.com

Hourglass Illusion Luminous Glow Foundation SPF 30

Redefining complexion

Hourglass Cosmetics announces the global launch of Illusion Luminous Glow Foundation SPF 30 — a breakthrough formula that fuses high-performance makeup, skincare, and innovation. Designed to perfect, protect, and visibly lift skin in as little as 14 days, it is the only SPF 30 foundation clinically proven to deliver both instant radiance and long-term skin improvement.

Powered by Advanced Hydra-Smooth Technology, the formula features hyaluronic microspheres that activate on contact to lock in hydration. The creamy, moisturising texture melts seamlessly into skin for smooth, even coverage with a radiant finish that lasts up to 12 hours. It’s transfer-resistant, crease-resistant, and won’t oxidise or settle into fine lines.

Available in 32 luminous shades, Illusion delivers customisable medium coverage that looks natural, feels weightless, and protects with broad-spectrum SPF 30. Clinical results show visible improvements over time, including smoother, healthier-looking skin and increased moisture.

Available at: hourglasscosmetics.com

Kosas Revealer Duo

The two-step routine for brighter under-eyes

Kosas delivers a skin-first solution for brighter, smoother under-eyes with its two-step routine designed to visibly reduce dark circles, discolouration, and puffiness.

Step one, the Revealer Extra Bright Serum-Powered Color Corrector, neutralises dark circles while caring for the delicate under-eye area. Powered by caffeine, hyaluronic acid, and peptides, it helps visibly smooth, firm, and brighten. Available in five flexible shades, it preps the under-eye for seamless coverage.

Step two, the Revealer Concealer Super Creamy + Brightening Concealer, delivers clean, comfortable coverage that looks like real skin. Infused with skincare ingredients, it hydrates, brightens, and smooths while blending effortlessly for a natural, second-skin finish. With 30 inclusive shades, it allows for precise matching while promoting healthier-looking skin over time.

In a four-week consumer study, 100% of users agreed the system helped address discolouration and puffiness on bare skin.

Available exclusively at Sephora Middle East and kosas.com 

ILIA – The Base Face Milk

Let your skin drink it in

ILIA’s The Base Face Milk is an essence-meets-moisturiser designed to hydrate, soothe, and strengthen the skin barrier in one effortless step. Lightweight yet deeply nourishing, it leaves skin plumped, calm, and perfectly prepped for whatever comes next.

Formulated with four molecular sizes of hyaluronic acid for long-lasting hydration, a Barrier Renewal Complex of biomimetic lipids, fatty acids, and sterols, plus microalgae and prickly pear flower extract, the formula supports skin’s natural renewal process. It’s non-comedogenic, fragrance-free, vegan, and cruelty-free. Clinically proven to hydrate instantly and over time, reduce redness, smooth texture, and strengthen the skin barrier.

How to use: Dispense 2–3 shakes into palms, rub together, and gently press into cleansed skin. Use morning and night, alone or before makeup.

Available at: https://iliabeauty.com/