These are the launches currently at the top of our list.
Haruharu Wonder
The globally acclaimed Korean skincare brand Haruharu Wonder has officially made its Middle East debut, bringing its minimalist, results-driven philosophy to the region. Known for high-performing formulas that prioritise long-term skin health, the brand name translates to “day by day,” reflecting its focus on consistent daily rituals.
Why We’re Excited
Haruharu Wonder stands out for its signature fermentation process, which amplifies the antioxidant power of plant-based ingredients like fermented black rice. To ensure these potent ingredients actually work, the brand uses a patented Ultra Deep Technology (UDT), a liposome absorption system that delivers active ingredients deep into the skin. Their commitment to barrier-first skincare means every product is clean, vegan, cruelty-free, and free from unnecessary additives. To celebrate the launch, the brand has introduced two exclusive kits available at the new Ulta Beauty in Dubai Mall.
REFY Skin Base
REFY is redefining the no-makeup makeup look with the launch of Skin Base, a skincare-first skin tint. Moving away from the overcrowded world of heavy foundations, this product is built for real routines with a natural, balanced finish.
Why We’re Excited
What sets Skin Base apart is its Korean-formulated gel texture that hydrates on contact, melting into the skin for a finish that is neither too glowey nor too matte. It features a built-in priming palette, which is an industry-first component that allows you to dispense the exact amount through a precision pump and prime your brush directly on the packaging for a seamless, professional application.
Details
The Formula: Enriched with Inclusium, a plant-derived extract that adapts to your specific skin tone and age while strengthening the barrier. It also contains Hyaluronic Acid for deep hydration and Second-Skin Pigment Technology for flexible, all-day wear.
Shade Range: Available in 18 inclusive shades offering buildable, flexible coverage with zero heaviness.
ouioui Skincare
Dubai’s beauty industry is welcoming a breath of fresh air with the arrival of ouioui, a brand dedicated to bringing joy back into our daily skincare rituals. Founded by Dubai-based entrepreneur and certified skincare specialist Eljammi Gozalli, the brand moves away from clinical complexity toward an intuitive, experience-led philosophy.
Why We’re Excited
The standout debut is the “it’s giving dewy” signature hydrogel mask, a serum-rich treatment that delivers an immediate cooling sensation. It aims for a visibly plump, glass-like finish, emphasising hydration and barrier support. What makes this brand particularly relevant is the balance between luxury and mindfulness; the formulations are fragrance-free, clean, and utilise biodegradable materials, making them a gentle choice for sensitive skin types.
DARLING*
Meet DARLING*, a K-beauty brand designed for the modern, curious and emotionally driven consumer, perfectly in sync with the mindset of today’s Millennials and Gen Z. Born from a global creative team, it reimagines beauty as a joyful, playful and emotionally engaging experience.
Why We’re Excited
DARLING* focuses on multifunctional, lifestyle-friendly products including trend-driven skincare, makeup, bath & body, haircare, accessories, travel sets and Eau de parfum at an accessible price. We are particularly looking at the Flush Blush, which uses unique “Octopus pigment technology” for a suede-like texture that hydrates the skin.
