The Arooba Makeup Show opened the doors to a world of self-expression, inviting beauty enthusiasts to explore bold and editorial looks. The highlight of the show was the Arooba Beauty Artistry Award, where three talented editorial makeup artists brought their creative visions to life on stage, transforming three stunning models into living icons of Desert Goddess, Majestic Queen and Extrovert Visionnaire. 

Before the models took to the runway, the makeup artists shared their inspiration behind the bold looks they were creating. Each artist spoke about the imagination and creativity behind their chosen colours, the soft-touch textures of Arooba Beauty’s eyeshadow palettes, and the techniques they used to bring their visions to life. These insightful Q&A moments allowed the audience to gain a deeper appreciation for the artistry and thought that goes into creating editorial makeup looks.

" I love how versatile the palette is, I am taking the colour Glittering Sands , and I am going to apply it as a highlighter, and using the shade Terracotta as a warm blush for this look. I am using one of the glitter essence in the palette called Auric Gold, it matches my model’s outfit as well, its one of my favourite shades in the palette, its beautiful, it creamy, it has great skincare ingredients and is very good for your eyelids."  @riribeautyy using theDesert Goddess  palette.  

"I have a summer watercolour palette,  but its going to be a little edgy. We are going to use a bit of Fanfare, a bit of Flamboyant, and Electric of course, I love the blues and greens in this palette.  They are so pigmented, I love how they layer on top of the Glitter Essences or underneath so we are going to have some fun. It’s a colourful palette, you can go edgy, you can go a bit more playful, there are so many options with it, it’s for someone who likes to play with makeup." @nikitasimonamakeup using the Extrovert Visionnaire palette

"We have everyday colours and at the same time go colourful as well. Today I am using the silver blue shades from the palettes to compliment her dress, and adding in a bit of gold to pop the eye colour; giving modern Arabic editorial look." @sulu_mua.dxb using the Majestic Queen palette

All outfits were designed by Alina Anwar Couture.

With theatrical lighting, upbeat music, and awe-inspiring palettes, the models hit the runway, showcasing the power of our fashion-forward eyeshadow palettes. Designed for self-expression, these palettes remain a favourite among makeup artists and beauty lovers alike. The show culminated in a live poll where the audience crowned the Desert Goddess as the winner, thanks to her ethereal golden look that radiated confidence and charm.

Competing in the esteemed Homegrown Brand of the Year category, Arooba Beauty was recognised for its innovative approach to beauty, blending Middle Eastern heritage with global trends. This year was especially significant as we were featured in BeautyMatter’s report, spotlighting us as a regional brand making waves on an international level.

The awards night was a glamorous affair with dazzling stage shows, networking opportunities, and a celebration of excellence in the beauty industry. It was a proud moment for us to stand among the most influential names in beauty.

Being a finalist just one year into our journey is a testament to the passion and vision behind Arooba Beauty. This recognition marks a significant milestone, reaffirming our commitment to creating innovative, trend-setting products that resonate with Middle Eastern consumers and beyond.

As we continue to grow, Arooba Beauty remains deeply inspired by Middle Eastern trends and culture. From incorporating heritage-rich ingredients to crafting palettes that celebrate diversity, our journey is just beginning. With plans for expansion across the region, we’re excited to bring our unique approach to beauty to more customers, empowering self-expression and creativity every step of the way.

Beautyworld Middle East 2024 was more than just an event; it was a celebration of how far we’ve come and a glimpse into the exciting future ahead. Thank you to everyone who supported and believed in Arooba Beauty - we can’t wait to share what’s next with you!