Lifestyle · Beauty · Alshaya
Loyalty, Upgraded for the UAE
Alshaya’s new Aura Pass gives UAE members 30% savings across more than thirty brands, from Ulta Beauty to Victoria’s Secret, through one tap in an app they already use.
Alshaya Group has introduced Aura Pass, a UAE-exclusive upgrade to Aura, its award-winning loyalty programme. Announced on 17 June 2026, the pass gives members 30% savings on full-price items across more than thirty of the group’s brands for a one-time fee of AED 199, with the benefits running to the end of the year.
The participating list reaches across daily life in the Emirates: Starbucks, H&M, Foot Locker, Shake Shack, Chipotle, Victoria’s Secret, Ulta Beauty and Bath & Body Works among them, with double Aura points layered on top at Primark. It is less a discount drop than a recalibration of what membership is worth.
The Essentials
What Aura Pass Unlocks
Savings: 30% on full-price items across 30+ Alshaya brands.
Fee: one-time AED 199.
Brands: Starbucks, H&M, Foot Locker, Shake Shack, Chipotle, Victoria’s Secret, Ulta Beauty, Bath & Body Works, plus double points at Primark.
Register: 17 June to 5 July 2026.
Valid until: 31 December 2026.
How: through the existing Aura app, for members in the UAE.
Why a Loyalty Pass, and Why Now
Steve Vickerstaff, Chief Operating Officer of Alshaya Group, framed the pass as a way to give UAE customers more value from the brands they already know and love, and as part of a wider commitment to investing in customer experience. Aura Pass is positioned as the first in a series of UAE-focused initiatives, from local partnerships to community activations.
Read another way, it signals where retail attention is moving. The contest is no longer only for the sale but for the membership, the standing relationship that brings a customer back across coffee, fashion and beauty without a fresh pitch each time. A single pass that spans a morning Starbucks and an Ulta Beauty restock is an argument for staying inside one ecosystem.
Since launching in 2022, Aura has grown into one of the region’s largest loyalty programmes, with more than eight million members, and was named Best International Loyalty Programme in the Middle East at the International Loyalty Awards for the third consecutive year. At that size, a programme stops being a perk and becomes infrastructure.
Recognition Is the Real Reward
For Boujeez, the quiet luxury in a programme like this is not the discount, it is the recognition. The brands worth returning to are the ones that remember you, that make the next visit feel anticipated rather than transactional. A loyalty pass is the practical face of that idea, turning a scatter of separate purchases into a single, acknowledged relationship.
Value will always draw a crowd. What keeps one is the sense of being known, and the houses that understand this are the ones customers stay loyal to long after any offer expires.
Aura Pass registration runs 17 June to 5 July 2026 through the Aura app. More on Alshaya Group.