Dubai’s beauty scene is getting a hands-on new addition, bringing online favourites into the real world for three days
noon is bringing its beauty offering offline for the first time with noon Beauty Fest – Skincare Edition, debuting at Dubai Festival City Mall from 23 to 25 October.
The free-entry event brings 13 skincare names together, spanning Korean beauty, pharmacy and derma favourites including Medicube, La Roche-Posay, CeraVe and Cetaphil.
Open from 4pm to midnight, the festival is designed around a simple idea: beauty is better experienced before it’s bought.
Visitors can test textures and formulas, explore new launches and get expert advice tailored to their skincare needs.
Themed booths will also feature interactive games, product samples, freebies and exclusive noon shopping coupons.
And when you find something you like, you can check out instantly through the noon app.
It’s a more tactile take on beauty shopping, connecting digital discovery with an in-person experience.
With noon reporting 45 per cent growth in its beauty category in 2026, the event marks the platform’s first major move into experiential beauty.
