ICONIC BEAUTY, EVERY MOMENT
This summer, express every version of you.
We believe makeup isn’t just something you wear, it’s something you feel. That’s the spirit behind our summer campaign. Iconic Beauty, Every Moment grounds our brand in those real-world rituals, celebrating the strength of the community that has grown with us since day one.
From serene mornings to golden-hour glam and nights that don’t end at midnight, we curated looks inspired by the dynamic rhythm of life in Dubai.
This campaign brings together four palettes, four iconic faces, and endless ways to express yourself whether you're heading to a pilates class, a beach brunch, or a moonlit wedding.
POLISHED PRINCESS
A curated wardrobe of silky taupes, mochaccino browns, and whisper-rose shimmers, Polished Princess blends jojoba oil, beetroot extract, and vitamin E to leave lids feeling as hydrated as they look flawless. Designed for seamless “clean-girl” transitions from Pilates to power meetings, it finds its perfect muse in campaign face @hannahmariesmakeup
Where to Wear:
Pilates mornings, coffee catch-ups, or a polished look for your 9AM meeting that turns into a mall stroll. Perfect for those Dubai days where minimal glam feels like maximum effort.
DESERT GODDESS
Sun-baked terracottas, molten corals, and antique-gold foils capture Dubai’s golden hour, while passionflower oil and coconut-derived emollients keep colour comfortable in soaring desert heat. The radiant energy of @sha1kiba brings Desert Goddess to life, reminding us that sunset glow is a vibe, not just a time of day.
Where to Wear:
Beach clubs, rooftop lunches, desert retreats, or anywhere the Dubai sun is setting on golden sand and glowing skin.
MAJESTIC QUEEN
Rich burgundies, velvety plums, and 24-karat metallic accents meet argan-oil nourishment for a butter-soft glide worthy of any ballroom. Every regal sweep reflects the commanding presence of @moonlightyassy, whose gaze proves that modern royalty is defined by confidence, not coronets.
Where to Wear:
Weddings, evening soirées, gala dinners. Think of this as your ultimate Dubai wedding-season companion.
EXTROVERT VISIONNAIRE
Electric pink, ultraviolet, and neon-yellow collide in a talc-free, carnauba-wax base that grips lids yet feels weightless. Infused with skin-calming tuberose and sunflower oils, the palette’s “colour in surround sound” spirit is embodied by @tararidwaann, whose fearless artistry turns every street into a stage.
Where to Wear:
Music festivals, art shows, city nights, or anywhere that demands unapologetic energy. Perfect for summer concerts at Coca-Cola Arena or late-night plans in DIFC.
GROUNDED IN EVERYDAY GLAM AND COMMUNITY
This campaign was inspired by the real rhythms of Dubai life; morning coffee runs, golden-hour beach walks, and glittering city nights. By translating those everyday rituals into colour stories, we’re showing that iconic glam isn’t reserved for special occasions; it can move with you from sunrise Pilates to midnight celebrations. Each palette mirrors a facet of our community’s multifaceted pace, proving that makeup can be both expressive and effortlessly woven into daily life.
WHY THIS CAMPAIGN MATTERS
“I wanted each palette to feel like a passport to a moment our community already loves. When you see these looks in familiar settings, you realise bold colour can be an everyday ritual.” Arooba Anwar, Founder
Iconic Beauty, Every Moment isn’t just a summer story, it’s a celebration of versatility, self-expression, and modern Middle Eastern glam.
Whether you're headed to a rooftop café in Jumeirah, catching golden hour on a beach in Saadiyat, or attending Gala dinners at Atlantis The Royal; there’s an Arooba palette for that.
It’s about making eye makeup easy, emotive, and above all, iconic. Every face, every palette, every moment — made to be yours.
Ready to create your own moment? Tag @AroobaBeauty and show us how you make your look iconic, every day.