business across the Gulf countries. Initial campaigns focused on educating consumers about the new distribution approach, with the brand now clearly entering what its teams are calling the acceleration phase.

Lancaster at Sephora Dubai Mall Sephora The Dubai Mall is the number one Sephora door globally and one of the highest grossing beauty retail locations in the world, drawing millions of visitors annually from across the Gulf , Asia , and Europe .

The never seen before Lancaster window installation is the centerpiece of the brand's accelerated push in the region, designed to drive visibility and brand education at the highest traffic beauty destination in the Middle East .

The activation is part of a broader strategy that includes partnerships with local regional talents to ensure strong cultural relevance and the rollout of new innovations aligned specifically with the Sephora core shopper…