Makeup lovers in the region will soon be able to get their hands on a much-anticipated beauty brand.
Selena Gomez has recently announced that her cosmetics line Rare Beauty is all set for global expansion. The beauty brand first launched in the US, Canada and Mexico in September 2020, with plans of a global expansion in the summer of 2021.
And it will be hitting shelves in the Middle East – including in the UAE – starting July 1. It will be available exclusively through Sephora Middle East and feature everything from foundations and concealers to lip balms.
It will also be expanding to Australia, Philippines, Thailand, Singapore, Russia and much of Europe.
What is Rare Beauty?
Gomez first announced the launch in 2020, pegging it as a brand that’s all about “breaking down unrealistic standards of perfection”.
She reiterates this in her latest video announcing its global expansion.
“Our mission with Rare Beauty is to help people celebrate their individuality,” she says. “We are all unique and that’s what makes each and every one of us beautiful.”
The idea behind the brand is not about "hiding what makes you unique", but "being who you are."
“Rare is such a special word to me. It’s all about eliminating the need for perfection. It’s about being comfortable with who you are, embracing who you are, loving who you are and accepting yourself. I want all of us to stop comparing and start embracing our own uniqueness,” she says.
Gomez has ardently advocated body positivity and mental health, after admitting that she suffered from depression and anxiety in the past.
"At the beginning, it wasn't easy for me to be open with the fact that I was struggling with depression and anxiety. I felt like there was a pressure to be perfect, as so many people looked up to me. But after I made the decision to seek help and be open about what I was feeling, it was such a relief. I think admitting I am a human being, and not perfect – nobody is – was actually more beneficial to the people that looked up to me," she wrote in an opinion piece for CNN.
The brand will be sticking to its altruistic roots, too; it has announced that one per cent of all sales, as well as funds raised from partners, will be dedicated to the Rare Impact Fund that aims to increase access to mental health resources.
Starting Thursday, July 1, people will be able to shop the collection which includes the Always An Optimist Illuminating Primer, Always An Optimist 4-in-1 Mist, Liquid Touch Weightless Foundation, and Liquid Touch Brightening Concealer, which are each available in 32 shades to suit different skin tones. The brand also has a Perfect Strokes Matte liquid Liner and a Blot & Glow Touch-Up Kit which is developed for on-the-go use.
The brand is also releasing With Gratitude Dewy Lip Balm in eight shades, Lip Souffle Matte Lip Cream in 12 shades, Soft Pinch Liquid Blush in eight shades, and more.
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2-3 on penalties
Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
Heavily-sugared soft drinks slip through the tax net
Some popular drinks with high levels of sugar and caffeine have slipped through the fizz drink tax loophole, as they are not carbonated or classed as an energy drink.
Arizona Iced Tea with lemon is one of those beverages, with one 240 millilitre serving offering up 23 grams of sugar - about six teaspoons.
A 680ml can of Arizona Iced Tea costs just Dh6.
Most sports drinks sold in supermarkets were found to contain, on average, five teaspoons of sugar in a 500ml bottle.
Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants
