Try Before You Buy: noon Beauty Fest Comes to Dubai Festival City Mall

We’ve all been there: you add a serum to your online basket, only to find out when it arrives that the texture is too sticky, the scent is wrong or it just doesn’t suit your skin. This week, noon is fixing that problem in person.

The online marketplace is hosting its first-ever noon Beauty Fest – Skincare Edition at Festival Bay, Dubai Festival City Mall, from Friday 23 to Sunday 25 October. Entry is free.

The idea is simple: beauty is felt first, then bought. Instead of scrolling through product pages, you can see, touch, smell and try skincare for yourself, get expert advice on what will actually work for you, and then buy instantly on the noon app.

Thirteen of the most-loved skincare brands are taking part, spanning derma, pharmacy and K-beauty. Fans of trusted pharmacy favourites will find La Roche-Posay, CeraVe, Cetaphil, Vichy, ISDIN and QV, while K-beauty lovers can explore Medicube, AXIS-Y, Abib, Dr. Althea, numbuzin, Celimax and VT Cosmetics.

Wander through themed brand booths to discover the latest launches, learn more about key ingredients and get advice tailored to your skin type. Each booth also has games and activities, with the chance to win freebies and samples, plus exclusive coupons to use on noon.

The timing couldn’t be better, either. With November’s big shopping season just around the corner, it’s the perfect chance to test before you stock up, so you can fill your basket with confidence when the deals land.

Beauty is one of noon’s fastest-growing categories, up 45% in 2026, so it’s no surprise the brand wants to bring that momentum offline.

Event details

Location: Festival Bay, Dubai Festival City Mall

Friday 23 October: 7pm – midnight

Saturday 24 and Sunday 25 October: 4pm – midnight

Entry: Free

Follow @noon_uae for updates.