The virtual world of beauty: why buying online is big business

If beauty shopping for you is all about wandering around echoey beauty halls, spritzing perfume on your wrists, daubing lipstick on the back of your hand, and engaging in conversation with glamorous sales assistants, it’s time to think again. Because these days, most of us are clicking, tapping in our credit-card details, and eagerly awaiting the arrival of beauty products at our doors.

The UAE has been slow to the online shopping party, but it’s catching up. Ayesha Chughtai, who has been running online beauty store TheBBCreamGirl.com here for the past three years, has noticed a big change in the way people are shopping, compared to the early days of her business. ‘Customers now have a lot more confidence when shopping online, and we’ve seen that even first-timers are ready to place bigger orders,’ she says. ‘Social media has had a large role to play in this, especially when it comes to reading reviews about products.

‘And finally, shopping online means you have access to every product and every shade in the range – you aren’t going to drive to the mall, find out your colour is out of stock, and then have to drive home again empty-handed.’

So if we’re ready to join the tide of online shopping, where should we be logging on to browse and buy?

We’ve taken a look at the best shopping portals and brands’ websites in the UAE to get your beauty fix sorted – so get ready to browse the virtual aisles.

Glamazle 

Our picks

■ Rodial Dragon’s Blood Hyaluronic Mask Dh322

Rodial was founded in London in 1999 by Maria Hatzistefanis after years of experience as a beauty journalist. It has since become an international brand with celebrity fans, including Sienna Miller, Rachel Bilson and Scarlett Johansson. Now available in the UAE, the Dragon’s Blood range might sound magical, but it is actually infused with the red sap of the Amazonian Sangre de Grado tree – long used by indigenous tribes for its wound-healing abilities. The mask promises to hydrate the skin, reduce redness, smooth imperfections and tighten wrinkles.

■ Smashbox ART. LOVE. COLOR. Master Class Palette Dh373

Thebeautyfloor 

Our picks

■ bareMinerals Matte Foundation Broad Spectrum Dh105

■ St Tropez Self Tan Dark Bronzing Spray Dh150

Basharacare 

Our picks

■ Dermalogica Daily Microfoliant Dh245

■ Davines Nounou Pak Dh90

The BB Cream Girl 

Snapshot Launched by Ayesha Chughtai after she fell in love with Korean cosmetics, The BB Cream Girl was launched in 2012 when the BB trend was booming. The website thrived and quickly turned into a full-time family business. 

Our picks

■ Missha M Perfect Cover BB Cream From Dh70

BB creams usually come in one or two shades, but this product is available in five, making it suitable for nearly every skin tone. It provides high coverage and a matte finish, and its long-lasting formula retains the perfect look.

■ Etude House Precious Mineral Any Cushion Dh85