The Middle East’s fashion, beauty, and cultural scene continues to set the pace and raise the bar with every drop, collab, and concept store.

From headline-making launches to new brands entering the market, the region remains a major player in the global style conversation.

In this edition of GRAZIA’s regional rundown, we’re rounding up the coolest happenings that prove the Middle East isn’t just following trends, it’s creating them.

Modern Heirlooms

Rosetta Fine Jewellery is redefining what it means to wear tradition. Founded in Dubai, the maison draws on a blend of Eastern craftsmanship and Middle Eastern heritage, translating centuries-old techniques into pieces that feel distinctly modern. Think fluid silhouettes, luminous stones, and a softness that sits naturally against the skin. Designed to move with you, from everyday moments to more significant milestones, each piece carries a sense of permanence.

The curve appeal

Celine, under the direction of Michael Rider, refines its signature minimalism with the Little Halfmoon bag – a study in shape, structure and quiet statement. Crafted in supple, high-shine lambskin, the curved silhouette feels both directional and timeless, anchored by the house’s iconic clasp and finished with a thin, adjustable strap.

Your skin, but better

Designed for the shift towards skin-first beauty, Refy has launched Skin Base – a new-generation complexion essential. Powered by a Korean gel-based formula and infused with hyaluronic acid, it delivers sheer, flexible coverage with a hydrated, second-skin finish. Available in 18 neutral-to-golden shades and clinically proven to boost hydration, it’s suitable for all skin types. Launching DTC on March 24 and at Sephora Middle East from April 2.

Beauty In Motion

Hourglass Cosmetics taps Olivia Dean as its new Global Brand Partner, ushering in a softer, more fluid approach to beauty. Anchored in the idea of makeup that moves with you, the collaboration introduces the next chapter of its Any Time, Any Place, Any Wear campaign — brought to life through cinematic storytelling and global activations. At its core: The Olivia Dean Edit, a curated lineup of complexion essentials designed for effortless, on-the-go wear.

Eclectic Excess

Bvlgari pushes High Jewellery into new territory with Eclettica – a collection that treats adornment as an art form. Spanning over 150 one-of-a-kind creations, including nine ‘Capolavori’ masterpieces, the collection draws on sculpture, painting and architecture to play with volume, colour and structure. Extending into watches, bags and fragrance, it blurs disciplines to create a fully immersive universe. Maximal, masterful, and unapologetically bold.

The Movement Edit

As routines across the UAE continue to shift, it’s the smaller constants that are quietly shaping the everyday — and movement remains one of them. Privilee’s The Movement Edit taps into this mindset with a limited three-month membership (Dhs1,899), designed around the spaces people are already returning to. Think 1Rebel, F45, Karma Yoga, Viya Fit Mina Seyahi and FitRepublik – alongside access to pools, beach clubs and resorts. It’s less about overhaul, more about ease: a curated way to keep movement, recovery and social rituals seamlessly part of the week.

Latex length

YSL Beauty is rewriting the mascara playbook (again). Enter Lash Latex, the house’s newest icon, landing April 1, and designed for lashes that don’t just show up, they stretch the brief. Where Lash Clash built its cult status on unapologetic volume, Lash Latex shifts the focus to length, lift and a high-gloss, almost lacquered finish — inspired by the tension and shine of latex itself. Think sculpted, elongated, and deliberately bold. At Dhs190, consider it less a daily essential, more a lash workout — tailored to how far you want to push it.

The Vanilla Wardrobe

Phlur’s Vanilla Skin family is quietly becoming the fragrance uniform of the moment. Built around the idea of scent as ritual, the range leans into a softer, skin-first approach — intimate, layerable, and designed to evolve throughout the day. What began with the cult Eau de Parfum now extends into a full wardrobe: a sheer Hair & Body Mist and a newly launched Body Oil that adds both glow and longevity to the scent. Think vanilla, but stripped back, warm, wearable, and just sweet enough to linger.

Coffee, Reimagined

Nespresso enters a new era with Dua Lipa as its latest global ambassador. Known for shaping culture as much as sound, Lipa brings a sense of curiosity and modernity that mirrors the brand’s next chapter. Launching April 14, the Vertuo World campaign signals a shift towards a more expressive, experience-led vision of coffee, with a cameo from George Clooney grounding it in legacy.

The New Lip Uniform

Summer Fridays is refining the everyday lip with two new essentials designed to work in tandem. The SoftLine Lip Liner (eight shades) leans into a softer, more natural definition – infused with nourishing ingredients to shape without drying – while the Flushed Lip Stain (six shades) delivers that just-bitten tint with a lightweight, long-wear, transfer-proof finish. Together, they create a lip look that feels effortless but considered. Now available at Sephora Middle East.

Scent As Story

Spring has sprung, which means it’s the season of fresh scents. Enter Vilhelm Parfumerie, a fragrance house which approaches scent less as a formula, more as a narrative. Each scent is rooted in a moment – childhood summers by the sea, or the charged atmosphere of early 1900s Paris – translated into something you wear rather than read. The result is a collection that feels both nostalgic and transportive, where storytelling sits at the heart of every composition. Housed in its signature yellow bottles, these are fragrances that linger with a sense of effortless, cinematic insouciance.

A Softer Line

Scarlett Poppies looks to the fluidity of Art Nouveau for Spring ’26, unveiling Whispers of Nouveau: a collection rooted in movement, craft and quiet detail. Curved silhouettes and botanical motifs are reinterpreted through a blend of Scandinavian ease and Indian craftsmanship, with flowing dresses and refined separates elevated through hand embroidery, appliqué and delicate cutwork. A palette of ivory, saffron, soft greens and cornflower blue adds a gentle luminosity, resulting in a softer, more considered take on modern femininity.