Arooba Beauty, the clean-glam eye makeup brand founded by Arooba Anwar, proudly announces its official retail debut in H&M Beauty Concept Store in Dubai Mall.
This milestone marks a defining moment in the brand’s evolution; from a digital-first beauty startup to a growing regional presence. Customers can now discover and experience Arooba Beauty’s skincare-infused, vegan eyeshadow palettes in person at the favourite shopping mall in the region. Arooba Beauty has found the perfect retail partner in the new H&M Beauty Concept Stores aimed at beauty lovers, and championing founder-led luxury brands.
Experience the brand first hand while visiting the first wave of stores; The Dubai Mall and Mall of the Emirates, with more store openings planned toward the end of 2025 and early 2026 in the GCC and encouraged to be a hub for makeup enthusiasts to experiment and experience. Swatch the creamy formulas, and use your imagination to envision your dreams and be iconic.
Celebrating Middle Eastern Beauty in a Global Space
Launching with H&M Beauty Concept Stores is a meaningful partnership for Arooba Beauty; a platform that celebrates innovation and champions regional brands shaping the future of beauty in the Middle East.
“It’s the perfect space to showcase what modern Middle Eastern beauty stands for; artistry, authenticity, and elegance; within an international setting” says Arooba Anwar, Brand Founder
Introducing “Billion Dollar Baby” – A Palette Made for Icons
To celebrate this milestone, Arooba Beauty unveils Billion Dollar Baby, a palette that captures the glamour of a star. It features wearable pinks, mauves, rich browns, and a pop of icy blue, with ultra-luxurious, skincare-infused textures that are made to play, layer, and glow.
“Billion Dollar Baby is a celebration of confidence and creativity, made for women who dream big, work hard, and know their worth,” adds Anwar. “It’s the perfect way to mark this next chapter.”
Continuing Arooba Beauty’s commitment to clean innovation, Billion Dollar Baby is formulated with nourishing actives like Tuberose, Argan Oil, Beetroot Extract, and Vitamin E, designed to soothe, lift, and protect the delicate eye area. The clean-glam formulas are infused with luxurious botanical oils and rich pigments that deliver high-impact payoff while maintaining a feather-light feel.
“Creating Billion Dollar Baby was about capturing that balance between elegance and empowerment. I wanted every shade to feel wearable yet special, something that makes you look in the mirror and feel elevated instantly. It’s about redefining glamour, but keeping it clean and kind to the skin.”
The Vision Ahead
Arooba Beauty continues to redefine clean glamour with vegan, cruelty-free, and talc-free formulations enriched with nourishing botanical oils. The brand’s presence in H&M Beauty Concept Stores reflects its commitment to creating accessible luxury; clean, conscious, and iconic.
“We’re building a beauty brand that reflects today’s woman; confident, expressive, and deeply connected to her roots, yet global in vision,” says Anwar. “This is only the beginning.”
