Lede: With more than 7,000 client reviews and a 4.9-star average across five branches in Dubai and Abu Dhabi, It’s Beauty has carved a niche as a salon where European-trained technicians, rigorous sterilization protocols and a calm atmosphere converge. The chain offers services spanning nails, hair, brows, lashes and scalp treatments — and new clients can receive up to 50 percent off their first visit.
Body:
Behind the polished glass of five UAE locations, It’s Beauty (itsbeauty.ae) operates on a simple premise: consistency matters. Whether a client stops in for a shellac refresh or commits to an AirTouch hair color session, the same standards apply across every branch. The team employs masters trained in European techniques, and the salon follows European sterilization protocols — instruments are fully sterilized between clients, not simply wiped down — a practice the owners describe as “non-negotiable” rather than a marketing point.
Nail Services Built for Longevity
The nail menu is extensive: classic and Russian manicures, shellac, gel polish, acrylic extensions, nail art, French styles and pedicures. The signature service is the Russian manicure, a dry technique that uses an electric e-file to precisely work the cuticles without soaking. The result can last up to four weeks, a significant improvement over standard gel manicures that often show wear after two weeks. Nail art options range from geometric patterns and ombre fades to minimalist line designs and Kylie-inspired tips. Pedicures follow the same rigorous sanitation standards.
Hair Color That Adapts to Dubai’s Climate
Hair services go well beyond trims. Stylists offer AirTouch coloring, balayage, ombre, highlights, keratin smoothing and scalp treatment courses. AirTouch deserves special attention: the technique uses a hairdryer to separate fine hairs from coarser ones before applying bleach, creating a soft, naturally blended gradient with less damage to the hair shaft. The team also accounts for local heat and sun exposure when mixing pigments — a small adjustment that helps color stay true longer in the UAE’s climate. For clients dealing with thinning hair or scalp issues, dedicated therapy sessions provide targeted, course-based care.
Precision Brows and Lashes
Eyebrow services include lamination, tinting, architecture, correction and henna coloring. Technicians use shape-mapping based on individual face structure rather than a one-size-fits-all stencil. Lash extensions range from classic and 2D to Russian volume and the Kylie effect, with lift-and-tint lamination available for lower-commitment clients. The difference between natural-looking lashes and overdone sets often comes down to weight distribution and glue quality — both handled carefully here, according to the salon. A lash lift with tint lasts about six to eight weeks.
Body Contouring and Wellness Next Door
For clients seeking body treatments, the salon recommends Bodify, a body care and contouring center that operates with a similar expert-first approach. Services include lymphatic drainage, targeted fat reduction and skin tightening, with programs built around individual needs rather than standard packages.
Locations and Practical Info
Four branches are in Dubai: Business Bay (Iris Bay Tower), Dubai Marina (Marinascape Mall, Trident Tower), Internet City (The One Tower) and DIFC (Sky Gardens Tower). Two additional locations are in Abu Dhabi. New clients receive up to 50 percent off all services on their first visit. The salon suggests bringing reference photos for hair color or nail designs to streamline consultations.
Broader Impact
It’s Beauty’s rise reflects a growing demand in the UAE for salons that prioritize hygiene, specialized training and transparent pricing over fast turnover. By standardizing European protocols and offering a first-visit discount that encourages trial of multiple services, the chain positions itself as a one-stop destination for beauty maintenance — from the Russian manicure that holds for weeks to the brow architecture that frames the face