noon is taking its beauty category offline this autumn. noon Beauty Fest, a skincare-focused pop-up event, will run from 23 to 25 October 2026 at Festival Bay in Dubai Festival City Mall, open daily from 4 pm to midnight with free entry.
Thirteen brands will set up booths across derma, pharmacy, and Korean beauty: Medicube, La Roche-Posay, CeraVe, Cetaphil, ISDIN, Vichy, AXIS-Y, QV, Abib, Dr. Althea, numbuzin, Celimax, and VT Cosmetics.
The event is built around a straightforward premise: skincare shoppers want to smell, touch, and test products before committing, something no digital listing can replicate. At each branded booth, visitors can trial the latest launches, get ingredient explanations, and receive personalised skin advice from experts on the ground. Gamified activities at each stand offer product samples and freebies, and shoppers can pick up exclusive discount coupons redeemable on the noon app.
“Beauty is one of noon’s fastest-growing categories – up 45% in 2026 and noon Beauty Fest sets the tone by bringing that momentum to life in person for the first time at Dubai Festival City Mall. Over three days, shoppers can experience a hybrid activation hosted exclusively by noon with 13 of the most loved skincare brands on the noon app – just ahead of the region’s biggest shopping period in November. For each brand, this event is a direct line to real-time customer feedback; for noon, it’s the start of becoming the primary destination for beauty online and building a loyal community over time,” Florian Jansen, General Manager, Lifestyle, noon said in a statement.
noon describes itself as the largest online marketplace in the GCC. The Beauty Fest format, which it labels a “phygital” playground, represents an extension of that positioning into physical retail experience, with purchases completed on the app rather than at a till.
