SHEIN unveils the Beauty Glow Up campaign with international renowned brands such as SHEGLAM, Maybelline, Flormar, Essence, Revolution, Inglot, Catrice, Wet n Wild, K Beauty Brands and more, celebrating colour and confidence from New Year to Eid through curated Blessing Shades, creator collaborations, immersive experiences, and exclusive offers across the UAE and KSA.
Dubai, UAE – 29 January 2026 — SHEIN, the world’s leading fashion and beauty destination, today unveils its “SHEIN Beauty Glow Up” campaign across the UAE and the Kingdom of Saudi Arabia—a dynamic movement designed to go beyond seasonal trends. Merging the joyful spirit of New Year Blessings and Eid Radiant Glow, the campaign aims to make women feel SHEIN’s presence throughout the year, standing by their side in every meaningful moment and chapter of life.
Introducing SHEIN Blessing Shades
Central to the Glow Up campaign are SHEIN Blessing Shades, specially curated colours from a selection of beloved beauty brands, each inspired by a meaningful blessing to empower women to glow with intention and joy. These shades are more than makeup; they are reminders to embrace optimism and expressive beauty.
Eight distinguished beauty brands are featured in this celebration, including SHEGLAM, Maybelline, Flormar, Essence, Revolution, Inglot, Catrice and Wet n Wild.
Live beauty activation in Dubai
As a highlight of the Glow Up campaign, SHEIN will host an exclusive offline activation for 6 days at City Centre Mirdif, Dubai, from 29 January to 3 February 2026. The activation will begin with a special opening session featuring representatives from key partner brands, who will share insights on their collaboration with SHEIN and their expectations for beauty trends in the year ahead.
From 2:00 pm on 29 January, the activation will be open to the public, inviting beauty lovers to:
- Try products on site and receive personalised recommendations from professional beauty advisers
- Engage in curated beauty activities and immersive experiences
- Collect free samples from the eight featured brands
Exclusive New Year and Ramadan Offers
In alignment with the Glow Up campaign, SHEIN will extend special beauty exclusive offers throughout the New Year and Ramadan Sale periods, reinforcing its unique value proposition: quality beauty at better prices. These offers will support festive gifting and personal expression across both markets.
Why Glow Up matters
The SHEIN Beauty Glow Up experience gives visitors an opportunity to discover products up close, enjoy expert beauty guidance, and explore shade stories that resonate with personal identity and cultural celebration. With curated shades, limited time offers and engaging activations, Glow Up reflects SHEIN’s commitment to connecting with beauty lovers through joyful and culturally meaningful experiences.
SHEIN Beauty Glow Up is more than a campaign. It represents a celebration of radiance, community and expressive beauty. With bespoke festive content, creator partnerships and immersive events, Glow Up drives deeper connection with beauty enthusiasts across the UAE and KSA, bringing moments of joy, colour and confidence into every chapter of the season.
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About SHEIN
SHEIN is a global online fashion and lifestyle retailer, offering SHEIN-branded apparel and products from a global network of vendors at affordable prices. The company is committed to making the beauty of fashion accessible to all while advancing its industry-leading, on-demand production methodology for a smarter, future-ready fashion ecosystem. To learn more, visit: https://www.sheingroup.com/
To learn more, visit: https://www.sheingroup.com/
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