Key Takeaways:Sephora Middle East continues to command loyalty and market share despite international giants like Ulta Beauty and Watsons entering the region.The Dubai Mall flagship attracts 13,000 visitors daily, mostly comprising an international tourist clientele.The Mall of the Emirates flagship plays a strategic role in strengthening and nurturing relationships with local customers and residents. SEPHORiA Dubai 2025 welcomed 10,000 visitors and had more than 70+ activations with brands like REFY, Phlur, and more showcasing for the first time.As the Middle East steadily grows and emerges as one of the most attractive and commercially powerful beauty markets, the race for attention, loyalty, and relevance has never been more intense. With the region offering fertile soil for international beauty powerhouses like Watsons, Ulta Beauty, and more to enter and grow, Sephora continues to dominate and command an undeniable lead.SEPHORiA, the retailer’s large-scale beauty festival, made a stop in Dubai in November, with tickets selling out in minutes and crowds pushing to get through and reach their favorite brand booths first. It was yet another reminder that the appetite for live, interactive beauty retail in the region is explosive.With their Dubai Mall flagship becoming one of their highest-grossing stores globally, attracting an international clientele of upwards of 10,000 visitors on several days, and the Mall of the Emirates flagship undergoing a major revamp to enhance the experience for local consumers and residents, the cultural and commercial pull of Sephora Middle East is hard to ignore.