Hey there, I’m Jess ✨. On The Signature, I share reflections on beauty, routines, travel, wellness, culture, and everyday life. For those drawn to a calmer, more intentional way of living, I send a free newsletter each month on the 7th. You're welcome to join.
My experience at Sephora Middle East was so surreal it deserved its own review. I have been a Sephora customer since the early 2000s when I lived in France. I went countless times to Sephora Champs Élysees, that was so close to my school, by 10AM, at opening time. I loved seeing all the staff clapping their hands as their opening ritual. And this was the place I consolidated my love for beauty and makeup, and most of the techniques I have learned offline as a young adult, when not watching a Michelle Phan video.
Jess
I have to be honest: I stopped being a Sephora loyal customer after visiting the stores in Portugal. Not because there is any issue with the brand itself but the stores are all so disorganised (not to mention untidy) and bereft of the newest products that populate social media. At least that is my experience after going (and giving up) on Lisbon's El Corte Inglès store and Algarveshopping's. Also, the lack of knowledge with which they treat non-white people is just weird. I have to confess I was relieved when I visited the Marshopping store a few weeks ago, where everything was pristine and people were... nice?
What was so different with Sephora in Dubai?
I just visited one Sephora store in Dubai, at the Mall of the Emirates. Overall, the Mall was very quiet but everybody and their momma was at Sephora on that Sunday afternoon. By every brand's corner, you would find at least one member of the staff who will just not let you breathe for a second on your own, asking if you know the brand, if you are looking for something specific and if you just heard about their latest launch.
I had seen an Alex Collins vlog about this overwhelming sales approach when she visited the Sephora at the Dubai Mall, so I went prepared to say, often: "I don't need anything, I am just here to browse". Honestly, I must have said it around 50 times. Some people would just let it be, others were more pushy. I was firm with some and then gave in to others, as indeed, I wanted to try new things too. I read that the staff at Sephora have very high KPIs to reach hourly! That is madness, but it made me understand their persistence a bit more.
What did I think of the approach and brand selection?
Compared to the Portuguese stores, going to Dubai's store was a great experience selection-wise. I felt they had the newest products. Aside from their aggressive sales approach, it was great to see everything was clean and they did not "other" me like people do in Portugal.
What brands did I find at Sephora Dubai?
As mentioned, I was very happy with the products and latest viral launches I saw at the Mall of Emirates store. As I already have a fully stocked Beauty Apothecary and recently made this purchase at Sephora in Paris, I wanted to focus on new products that I could not find elsewhere. I stopped by several brands which intrigued me, like Refy and Fable & Mane but did not purchase anything yet. Others like Erborian were more successful in my haul.
I also have to mention my experience with Phlur, which is the counter where I spent the most time because I tried all the scents for the perfumes and body mists that had a tester. And, I am sorry to say, I didn't adore any, as I would hope because of all the hype. Vanilla Smoke made me cough - they exaggerated on the smoky side for me! - Discouraged after 10 minutes, I decided to test a perfume that had no tester and I had seen Chacha rave about: Cashmere Skin. And at last, that was a gorgeous scent, good enough to bring back home. The second best was Beach Skin - which I did not buy though. I did not care for any of the others, so I was overall disappointed with Phlur.
What did I bring back home from Sephora Dubai?
HAIR
I already did a massive haircare haul recently so I wanted to focus on new launches from familiar-to-me brands such as Amika and Olaplex. Virtue will be a first!
Amika The Closer Instant Split-end seal cream
Amika Velveteen Dream Smoothing Balm
Olaplex Nº5 Leave In Conditioner
Olaplex Rich Hydration Mask
Virtue Co Correct Strength and Shield Leave In Conditioner
Jess
SKINCARE
Ever since I started using my red light therapy mask, I have religiously used serums. And being so disciplined about serums has made me run through them faster. Furthermore, I had just read a research on PDRN and saw Anua was the best brand to start and test it.
PDRN (polydeoxyribonucleotide): the Korean Beauty-approved, skin-repairing hero your routine's been waiting for. Derived from DNA, this next-generation ingredient works to support collagen production, strengthen the skin barrier and revitalise tired complexions. Apply in the evenings after your actives and before a deeply hydrating moisturiser to wake up to calmer, stronger and more radiant skin - Cult Beauty
I was also curious about trying on a Gua Sha - especially on those puffy-face mornings.
Anua PDRN Hyaluronic Acid 100 Moisturising Cream
Anua PDRN Hyaluronic Acid Capsule 100 Serum
Anua PDRN Hyaluronic Acid Capsule 100 Serum Sheet Mask
Elemis Pro Collagen Rose Cleansing Balm
Erborian Centella Crème Soothing Moisturising Cream
Erborian Multi-perfecting eye cream
Sephora Rose Quartz Gua Sha
Jess
BODY
Honestly, I wanted to try Salt & Stone and Touchland for the clout and after testing several scents, I brought a few products home. I have been suffering with a few ingrown hairs in the past few months - to the point even standing up or walking could hurt! - and decided to properly tackle the issue at its root exfoliating my skin oftener. Hence choosing the products from Medicube and The Ordinary.
Medicube Zero Pore Pad
Phlur Cashmere Skin Body Mist
Salt & Stone Neroli & Basil
Salt & Stone Neroli & Basil
The Ordinary Salicylic Acid 0.5% Body Serum
The Ordinary Glycolic Acid 7% Exfoliating Toner
Touchland Rain Water Hydrating Hand Sanitizer
Touchland Cashmere Woods Power Essence Body and Hair Mist
Jess
MAKEUP
Last but certainly not least, I wanted to try the One/Size setting spray (in travel size!) and the Saie highlighter. I was convinced to try several new items from Urban Decay like their tubing mascara, brow pencil and gel. I already have several mascaras and brow pencils in stock, so I was only convinced to buy the latter.
One/Size On Til Dawn Matte Setting Spray
Saie Glowy Super Gel Illuminator - Roseglow
Urban Decay Slick Day Brow Stronghold Gel
Cannot wait to try all these products and share my honest reviews with you.
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