Ruuby takes concierge beauty model global amid boom in at-home services
UK-founded digital beauty concierge Ruuby is taking its next international step with a launch in Dubai, marking the brand’s debut in the Middle East and signalling a move toward taking luxury at-home services global.
Founded in London in 2015 by Venetia Archer, Ruuby has built its reputation as a trusted platform for on-demand, at-home beauty and wellness, connecting clients with a curated network of therapists. Offering services across hair, nails, massage, facials and aesthetics, the business has now delivered more than 500,000 treatments across the UK, France and Switzerland.
The Dubai launch on 8 October 2025 represents a major step in Ruuby’s international strategy, following its European rollout last year. The brand’s previous expansions into Switzerland and the South of France proved the demand for elevated, convenient beauty services beyond its home market.
"We are thrilled to bring Ruuby to Dubai," said Archer. "It is a city that celebrates beauty, luxury, and innovation — values that sit at the heart of our brand. By combining our carefully curated network of elite therapists with exclusive brand partnerships, we are excited to introduce our concierge model to the UAE and deliver the same standard of effortless excellence we are known for across Europe."
Dubai’s position as a hub for global luxury makes it a natural next step for Ruuby. To mark its debut, Ruuby has announced exclusive regional partnerships with leading beauty names. Clients can now book MZ Skin treatments, while L’Atelier Green - the world’s first plant-based, breathable and halal-certified nail care brand - will join the platform in the coming months.
Ruuby’s continued expansion comes amid a wider consumer shift towards on-demand, tech-enabled beauty experiences. Once considered a niche service, at-home treatments have become a mainstay for time-poor, experience-driven consumers seeking exclusivity and discretion.
Following its Dubai debut, Ruuby plans to expand across the wider UAE before targeting additional global cities. The brand’s long-term ambition is to create a connected network of "beauty capitals", where users can access the same standard of service wherever they are in the world.
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