Four Iconic New Shopping Experiences at Mall of the Emirates – Here’s What’s New

New malls may be opening at lightning speed across the UAE – because yes, shopping is basically a national pastime – but when it comes to a true classic, Mall of the Emirates still reigns supreme.

Now firmly in its evolution era, the iconic luxury destination is stepping into 2026 with a line-up of exciting new openings and elevated store concepts that prove why it remains the benchmark for retail in the region.

Four New Shopping Experiences

Victoria’s Secret

Victoria’s Secret has unveiled a fresh new look at Mall of the Emirates, and we’re fully on board. Bright, confident and unmistakably modern, the redesigned space gives the iconic brand a bold, elevated edge. Located in the atrium of the Fashion Dome, the store celebrates femininity with a contemporary lens – signalling a considered evolution of Victoria’s Secret’s signature identity. A streamlined layout makes it easier than ever to explore the full range of iconic lingerie, chic loungewear and covetable beauty.

Pro tip: Try the bestselling Bombshell Eau de Parfum — a bright blend of Brazilian purple passion fruit, Madagascan vanilla orchid and peony. 

Ulta Beauty (Opening 29 January)

Making its much-anticipated Middle East debut, Ulta Beauty arrives at Mall of the Emirates with all the energy of a beauty festival. Known for democratising beauty in the US, the cult retailer brings together must-have makeup, skincare and haircare brands alongside emerging names – all under one roof. Expect a high-octane, discovery-led space designed for experimentation, indulgence and losing track of time in the aisles.

Pro tip: Lock in launch day – this is one beauty opening you won’t want to miss.

H&M

Fresh from a multi-million-dirham transformation, H&M has reopened at Mall of the Emirates with a confident new vision. The reimagined space seamlessly blends fashion and beauty, elevating the everyday shopping experience. This sophisticated evolution feels trend-forward yet timeless – designed for shoppers who want style, substance and ease in equal measure.

Pro tip: Head straight to the sleek new beauty hall, featuring some of our favourite brands.

SKIMS

SKIMS has officially landed at Mall of the Emirates with the first — and only — flagship store in the region. A major moment for a brand that’s become a cultural phenomenon, the space goes beyond shapewear to spotlight comfort, inclusivity and clean, modern design across every size. It’s a store that reflects how women actually want to feel in their clothes — confident, supported and effortlessly cool.

Pro tip: Don’t leave without checking out the cult-favourite Fits Everybody bra range.

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New year, new stores, same OG. Which one are you adding to your must-visit list?