Beauty routines have a habit of expanding over time. One serum becomes two, a favourite lipstick turns into five, and before long the bathroom shelf is overflowing. This week’s launches take a different approach.
SADE
Dubai-born SADE is built around a simple idea, fewer products that do more. Founded by entrepreneur Ece Baltaci Mallak, the brand draws inspiration from the uncomplicated beauty rituals she grew up watching her grandmother practise, translating that philosophy into a collection of multifunctional essentials designed for modern routines. Developed with laboratories in Turkey and Korea, the formulas are dermatologist-tested, vegan and created to perform across different climates, making them particularly well suited to frequent travellers and everyday use.
Just in time for the season, SADE has introduced its Summer Edit, led by the award-winning Glow Veil SPF 50 PA++++, a lightweight 5-in-1 sunscreen that combines broad-spectrum protection with hydration, antioxidant care and a soft, radiant finish. Joining it are Brow Shape, a peptide-infused clear brow gel that conditions while providing flexible all-day hold, and two limited-edition Silk Lip Melt shades, Raspberry Tart and Strawberry Jam, which deliver glossy colour alongside skincare ingredients including squalane, shea butter and peptides. Together, the collection reflects the brand’s focus on products that earn their place in your makeup bag rather than adding to the clutter.
SADE is available at Powder Beauty: powderbeauty.com
DARLING*
There’s a sheet mask for almost every skincare concern these days, but DARLING* has taken the concept far beyond a one size fits all approach. The brand’s extensive collection encourages a more personalised routine, offering targeted treatments designed to address everything from dehydration and dullness to blemishes, enlarged pores and tired-looking skin. Whether your complexion needs a quick refresh before an event or a more intensive overnight treatment, there’s a mask tailored to the occasion.
Among the standouts is Power Nap, created to revive fatigued skin, while Tall Drink delivers an instant boost of hydration for complexions in need of moisture. Magic Glow focuses on restoring radiance, and The Quickie offers a five-minute treatment for days when time is short. The collection also includes the Bamboo Dew Mask, designed to fit closely against the skin to help maximise the absorption of its serum while delivering an intensely hydrating treatment. The range extends beyond traditional sheet masks to include hydrogel masks for the face, eyes, jawline and neck, alongside clay and overnight treatments, allowing skincare routines to be adapted to changing skin needs rather than sticking to the same formula every day.
For anyone who enjoys masking as part of their weekly skincare ritual, the breadth of the collection makes it easy to rotate products depending on exactly what your skin is asking for, whether that’s extra hydration after a long flight, a brighter complexion before an evening out or a little extra care after a week spent in the sun.
Rosemin Beauty
Rosemin Beauty is embracing the season with a collection of travel-friendly essentials designed to keep beauty routines simple without compromising on performance. Founded by industry veteran Rosemin Opgenhaffen, the brand has built its reputation on products created specifically for warmer skin tones, focusing on formulas that enhance rather than conceal.
Leading the seasonal edit is the Daily Radiance Correct & Conceal Duo, a complexion product infused with skincare ingredients including hyaluronic acid, vitamin C and caffeine to brighten, colour-correct and provide lightweight coverage in one step. It’s joined by the Radiant Veil Corrector Duo for targeted correction, the Velvet Lash Lift Mascara for long-lasting definition and the Velvet Glide Eyeliner, available in versatile shades that transition easily from day to evening. Rounding out the collection are curated gift sets that bring together some of the brand’s bestselling eye products in compact, travel-ready formats, making them must add to your holiday packing lists.
Yudashkin
Minimalism continues to shape the skincare conversation, and Yudashkin is embracing the idea with a three-step routine designed to simplify, rather than expand, your daily regimen. The collection pairs a Lifting Botox Mist, Rejuvenating Daily Cream and Premium Rejuvenation PDRN Eye Cream, each formulated with ingredients including PDRN and peptides to focus on hydration, firmness and skin renewal.
The routine begins with an ultra-fine facial mist that can be used before or after makeup to refresh and hydrate throughout the day, followed by a lightweight daily cream enriched with collagen and nourishing oils to support the skin barrier and boost radiance. Completing the trio is a targeted eye cream formulated with PDRN, shea butter and jojoba oil to soften the appearance of fine lines, reduce puffiness and brighten tired-looking eyes. Together, the three products offer a streamlined approach for anyone looking to pare back their skincare routine without sacrificing performance.
Lifestyle at Centrepoint
Lifestyle at Centrepoint is putting self-expression at the forefront of its latest beauty campaign with the launch of Own Your Beauty. The initiative highlights the retailer’s extensive beauty offering across the GCC, bringing together more than 170 brands spanning skincare, makeup, fragrance and personal care. From global favourites such as Maybelline NY, L’Oréal and TirTir to regional fragrance houses including Ajmal, Rasasi and Ahmed Al Maghribi, the campaign celebrates beauty choices across every style and budget, with products starting from AED 15.
