Jeddah, Saudi Arabia, May 11th 2026. FACES, one of the region’s leading beauty omni-retailers, has officially inaugurated its largest flagship store in the GCC at Jeddah Vibes, marking a defining milestone in the brand’s evolution and the first physical expression of its rebrand. The official opening ceremony took place on 7th May 2026, celebrating this landmark moment alongside partners, teams and the wider community. Spanning 1,100 square metres, the flagship introduces a new model for beauty retail in the region centred on experience, expertise, personalisation and discovery.

At its core, the Jeddah Vibes flagship reflects a simple belief: beauty today is not only about products, but about experiences that inspire connection, confidence and community. Designed as a fully immersive destination, the store transforms traditional retail into a journey of discovery, where every interaction is shaped by expertise and human connection.
THE CEREMONY

This inauguration highlights the strong sense of community that sits at the heart of FACES bringing together teams, brand partners and customers in a shared space where beauty is not only experienced individually but collectively lived.

Guests discovered signature makeup artistry by Giorgio Armani and bespoke skincare consultations by Lancôme and Shiseido, alongside elevated hair rituals and diagnostics by GHD and Kérastase. Anchoring FACES’ leadership in fragrance, immersive experiences unfolded in partnership with Amouage, Maison Crivelli, Woods, Nishane alongside a wider curation of niche and heritage houses.

Culture catalysts, MDL Beast Radio, broadcasted live from the event, extending the energy and atmosphere beyond the space itself. Live sets by renowned DJs Vinyl Mode and Hifi  further shaped the soundtrack of the evening, adding a dynamic and contemporary rhythm to the experience. 

This collaboration reflected the essence of Jeddah Vibes Mall, where lifestyle and experience sit at the core alongside retail, and where shopping is seamlessly interwoven with culture and community.

THE STORE

The store’s architecture and spatial design have been intentionally conceived as an immersive journey, featuring multiple entrances, curated experiential zones, VIP areas and specialised consultation spaces that encourage exploration rather than traditional browsing. A refined visual merchandising language and elevated design codes bring the rebrand to life for the first time in physical form, establishing Jeddah Vibes as the blueprint for the future FACES store concept across the region.

At the heart of the flagship is a service-led model that places consultation and personalisation at the centre of the experience. Visitors are introduced to five dedicated service pillars designed to meet different beauty needs and occasions: fragrance layering experiences, skin analysis, makeup services, men’s grooming and curated gifting support.

Fragrance serves as the defining focal point of the store’s layout, with a Fragrance Layering bar positioned at its centre as the hero experience, reinforcing FACES’ authority as a destination for some of the world’s most coveted fragrance houses including [AMOUAGE, PENHALIGONS, CREED, PARFUM DE MARLY, NISHANE AND MORE]. This dedicated fragrance zone invites customers to explore scent through guided discovery sessions with fragrance experts, blending notes, understanding composition and creating personalised signature scents. In a region where fragrance is deeply embedded in culture as a symbol of identity and ritual, this central placement reflects FACES’ leadership in the category and its reputation as a destination for the best of global perfumery.

Radiating outward from this fragrance hub, each service pillar is delivered through expert consultation and advanced tools. Technology-powered skin analysis provides data-driven insights tailored to individual concerns, offering personalised skincare recommendations based on professional diagnostics. Glam & Go makeup services deliver professional transformations paired with technique education, empowering customers with both confidence and knowledge.

The Beauty Studio introduces a rotating programme of partner brand takeovers, where global beauty houses such as Shiseido, Clarins and others host exclusive services, masterclasses and limited-time experiences, ensuring the store remains dynamic and continuously evolving.

Enhancing this ecosystem is Layla AI, FACES’ intelligent beauty assistant, designed to elevate personalisation through data-driven recommendations and real-time guidance, supporting customers in discovering tailored beauty solutions across categories.

A standout feature of the flagship is the dedicated men’s grooming destination, introduced for the first time by FACES. The station offers precision hair and beard grooming, targeted facial treatments, and relaxing care rituals delivered by trained specialists, reflecting the growing importance of grooming and self-care among Saudi men and the cultural relevance of this new offering.

Complementing these services is a personalised gifting and engraving area, where customers receive expert guidance to curate thoughtful selections across fragrance, skincare, makeup, haircare and grooming. This consultation-led approach reinforces FACES as a complete beauty destination, not only a fragrance authority but a holistic provider across all major beauty categories.

Alongside its service offering, the flagship showcases an extensive portfolio of world-class brands across fragrance, skincare, makeup, haircare and grooming, including leading global names such as [Memo, Xerjoff, Maison Crivelli, Roja, YSL, Hugo Boss, La Mer, Elizabeth Arden, Kerastase and more]. This curated brand mix strengthens FACES’ position as the destination for the best of beauty in the region.

While the flagship firmly leads the narrative, its inauguration also reflects the broader evolution of Saudi Arabia’s retail landscape. As the Kingdom advances under Vision 2030 and consumer expectations shift toward experience-driven destinations, the beauty sector continues to expand rapidly. Within this context, FACES’ investment in its largest flagship in the GCC underscores the strategic importance of the Saudi market and the brand’s long-term commitment to its sustainable growth.

As the first full expression of the FACES rebrand, the Jeddah Vibes flagship establishes the direction for the next chapter of the brand’s regional expansion. By combining global brand authority, personalised services and an immersive retail environment, FACES sets a new benchmark for experiential beauty and reinforces its leadership in shaping the future of beauty retail across the GCC.

ABOUT FACES BEAUTY MIDDLE EAST

FACES Beauty Middle East is the region’s leading beauty omni-retailer, offering the latest in fragrance, skincare, makeup, haircare, and home scents. Part of Chalhoub Group, FACES Beauty Middle East combines expert curation, immersive storytelling, and personalised services to deliver standout beauty experiences across stores and online. With over 85 stores in 10 countries, FACES continues to shape the regional beauty landscape through innovation, cultural relevance, and a deep emotional connection with its community. For more information, please visit faces.com

ABOUT CHALHOUB GROUP

For over seven decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. In its pursuit to excel as a hybrid luxury retailer, the Group has curated a portfolio of over 10 owned brands and strengthened its distribution and marketing expertise for over 400 international names across luxury fashion, beauty, jewellery, watches, eyewear, and art de vivre categories.

Every step at Chalhoub Group is taken to build a future where luxury dreams become reality  bridging cultures and crafting memorable experiences for our consumers. Be it by constantly reinventing itself, committing to innovation, or embracing new technologies, the Group is shaping the future of luxury retail. It delivers seamless omnichannel experiences across more than 950 stores, online platforms, and mobile apps. Driving this innovation journey is The Greenhouse, the Group’s innovation hub, incubator, and accelerator for startups and emerging businesses, regionally and globally.

Chalhoub Group fosters a people-at-heart culture rooted in diversity, equity, and inclusion, and a workplace catalysed by forward thinking and future-proofing. Today, it brings together over 16,000 talented professionals across eight countries in the Middle East, with a presence in LATAM. Their collective efforts have earned the Group the Great Place to Work® certification in several markets.

Sustainability is at the core of the Group’s strategy, guided by a clear commitment to people, partners, and the planet. Chalhoub Group is proud to be a member of the United Nations Global Compact, a signatory of the Women’s Empowerment Principles, and to have pledged to reach Net Zero by 2040.