DermActe premium cosmetics online store: entry into the United Arab Emirates market
Services: Market entry strategy, UX/UI design, custom development, SEO promotion, integration of Tabby and payment systems, analytics setup
In Dubai, customers already have access to global brands and major beauty marketplaces, so a new brand had to look on par with market leaders from the very first contact.
The UAE audience expects a premium brand to offer restrained aesthetics, clinical credibility and service without compromise, and the website had to convey this as convincingly as the product itself.
Customers in the Emirates are used to paying in instalments, with Apple Pay and cash on delivery, as well as to same-day delivery, so without these the brand would lose customers already at the cart stage.
The brand needed more than just a store: it needed a channel that people find through search, that is visible in Google Shopping and that can be measured precisely for future advertising campaigns.
We created a quiet luxury design: minimalism, natural textures, the atmosphere of Dubai and clinical precision in every detail, so that the brand reads as premium at first glance.
The customer can pay for the order in instalments via Tabby, by card, via Apple Pay or Google Pay, or on delivery, so the cart does not lose customers because of inconvenient payment.
Same-day and next-day delivery across the Emirates, free delivery conditions and prices in AED were displayed so that the customer sees all the terms before placing the order.
We added mandatory information sections and transparent purchase, return and delivery terms, so that the brand operates in line with local rules and earns trust.
We developed the store from scratch for a catalogue with variations, filters and bestseller collections, so that the brand has full control over the site and a speed that website builders cannot provide.
We set up SEO promotion for search in the UAE, Google Merchant Center, GA4, GTM and Meta Pixel, so that the brand receives traffic and has accurate data for scaling advertising.
The first screen immediately positions the brand in the premium segment
- Product photography on natural stone sets the quiet luxury mood
- The slogan combines a scientific approach and luxury in one message
- The monochrome palette keeps the product in the main role
- A single accent call to action leads the customer to the collection
We deliberately avoided bright banners and aggressive promotions typical of mass-market brands. Space, pauses between blocks and subtle typography create the feeling of an expensive boutique that a premium cosmetics customer in Dubai expects.
The header is built around trust and quick purchase
- The top bar immediately informs about free delivery across the UAE and international shipping
- The brand logo is separated from the main menu
- Catalogue, delivery and payment, FAQ and blog are grouped in one row
- Search, wishlist, cart and profile are grouped on the right
The customer sees the delivery terms and contact phone number before the first scroll. For the UAE market, where service matters no less than the product, this resolves the main questions before the visitor moves to the catalogue.
The footer became a reference guide for the customer
- The brand description and social media are placed in a separate zone
- The catalogue and brands received their own navigation columns
- Delivery terms, returns and FAQ are grouped in an information block
- Payment system logos and Tabby confirm secure payment
The dark footer provides a contrasting end to the light page and shows all payment methods familiar in the Emirates before the customer moves to the cart.
The product card sells without unnecessary noise
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Collections switch via tabs
New arrivals, bestsellers and discounted products are grouped in one block, so the customer chooses a scenario without going to the catalogue.
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Product statuses are placed in the top corner
The NEW, BESTSELLER and SALE labels are placed above the photo, and the quick add-to-cart button is on the opposite side.
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The price in AED immediately shows the benefit
Next to the price, the discount size and product volume are visible, so the customer can compare products without opening the card.
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Rating and wishlist support the decision
The rating with the number of reviews and the wishlist button help the customer return to the product later.
The atmosphere of Dubai and clinical trust in one frame
- Lifestyle photography placed the brand in the context of the Emirates The faces of models and views of Dubai help the customer recognise themselves and their city.
- The numbers 1926 became a graphic symbol of heritage Large semi-transparent numbers in the background recall the brand's history without overloading the text.
- The brand story sounds in the language of science The focus on collaboration with dermatologists and formulas for the Gulf climate responds to the market's demand for efficacy.
- Each semantic block ends with an action After the brand story, the customer gets a clear next step: go to the collection or the brand history.
In premium cosmetics, the customer buys not only a product but also trust in the brand's expertise. That is why visual blocks alternate with short, meaningful stories that explain the value of the product without advertising pressure.
Ingredients build trust, and Tabby simplifies the purchase
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Key assets are placed in separate cards
Retinaldehyde, the ceramide complex and hyaluronic acid are explained in plain language with a link to the product.
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Each ingredient leads to a specific product
Below the description of each asset, the product it works in is indicated, so interest immediately turns into a path to purchase.
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The Tabby banner was integrated into the website style
Payment in instalments is shown on the homepage as a benefit of the brand, not as a technical detail at the checkout stage.
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Final call to action closes the page
The Start your skincare journey block returns the customer to the catalogue after getting acquainted with the brand.
The mobile version became a full-fledged showcase of the brand
- The header is adapted for one-handed use Catalogue, search, cart and menu are placed in a compact row with large tap areas.
- Products scroll horizontally Collections are displayed as a carousel on smartphones, so the customer sees more products without a long scroll.
- Lifestyle banners preserve the premium atmosphere Large photos and typography are adapted to a narrow screen without losing the aesthetics of the desktop version.
- The footer is organised into compact columns Navigation, contacts and payment methods remain accessible without endless scrolling.
In the UAE, most beauty purchases start on a smartphone and in social media. That is why we designed the mobile version not as a reduced copy of the desktop, but as an independent scenario in which the customer goes from advertising to payment in a few taps.
During this time we went from the brief to a finished store: design, development, integrations, testing and preparation for SEO promotion.
Card, Apple Pay, Google Pay, payment in instalments via Tabby and cash on delivery, so that no customer leaves the cart because of inconvenient payment.
Same-day and next-day delivery with transparent terms that the customer sees before placing the order.
New arrivals, bestsellers and promotional offers switch within one block, so the customer finds the right scenario without going to the catalogue.
GA4, Google Tag Manager, Meta Pixel and Google Merchant Center give the brand accurate data for advertising and growth from the first order.
The catalogue with volume, shade and fragrance options, filters and collections is built so that it can easily expand together with the brand.
DermActe is a professional cosmeceutical brand from ANK Aesthetic Company, which was entering the market of the United Arab Emirates. The client approached Kliox for development of an online cosmetics store on a turnkey basis: design, custom development, integration of local payment systems, analytics setup and SEO promotion. The main task was to launch online sales in Dubai and other emirates so that the new brand, from the first day, looked on a par with well-known players in the beauty market and was convenient for local customers.
Features of the cosmetics market in the UAE
Dubai is one of the largest centres for premium cosmetics sales in the Middle East. Global brands, major beauty marketplaces and local retail chains operate here, so customers have plenty to compare. From an online cosmetics store, they expect good design, prices in dirhams, fast delivery and familiar payment methods, including payment in instalments. If any of this is missing, the customer easily switches to a competitor.
Before starting the work, we gathered the market requirements and the client’s wishes: references, payment and delivery terms, catalogue structure, and mandatory analytics services. Based on this, we prepared the technical specification, and the design, functionality and SEO structure were built for a specific customer from the UAE.
We chose English as the website language. In the Emirates, it is the main language of international trade and online shopping, used by both local residents and the large number of foreigners living and working in Dubai. The English-language version allows us to reach the main audience for premium cosmetics in the country and also opens the possibility of sales beyond the UAE. Arabic and other language versions can be added by the client as a separate development stage, turning the site into a multilingual store.
Project goals
The brand was entering a new market without its own online store. A website was needed to solve several business tasks:
- Position DermActe as a premium brand of scientifically grounded cosmetics.
- Account for the habits of customers in the UAE: prices in AED, payment in instalments, Apple Pay, cash on delivery.
- Show delivery terms across the Emirates before checkout.
- Provide convenient catalogue management with volume, shade and fragrance variations.
- Prepare the website for SEO promotion and advertising from the first day of operation.
The client chose custom development of the online store instead of a ready-made CMS or website builder. The brand plans to grow in the UAE and later enter other markets, so it is important for it to fully control the site, its speed and its functionality.
Design of the cosmetics online store
For DermActe, we developed a design in the quiet luxury style: restrained minimalism typical of premium beauty brands. The basis of the visual language is a monochrome palette, natural stone textures, subtle typography and plenty of free space. There are no bright banners or aggressive promotions on the site; the product itself holds the customer’s attention.
We also worked separately with the local context. Lifestyle shoots with views of Dubai and models close to the local audience were combined with a clinical presentation style: dermatological expertise, formulas for the climate of the Persian Gulf, active ingredients. Large semi-transparent numbers of the founding year became the graphic symbol of the brand and recall its history. Each semantic block on the homepage ends with a button leading to the catalogue or to the brand page.
Custom development
The DermActe online store was written from scratch, without website builders or ready-made themes. The site has no extra code, which universal templates usually contain, so pages load faster. For e-commerce, this affects both conversion and positions in Google. Every interface element is designed for the brand’s tasks, and the functionality can be extended without the limits of a third-party platform.
The catalogue is built taking into account the specifics of cosmetics. Products have variations, the catalogue has working filters, and the homepage features collections of new arrivals, bestsellers and discounted products. A customer who sees the brand for the first time can quickly find popular products.
Tabby instalment payment and other payment methods
In the UAE, the “buy now, pay later” model is popular, and Tabby is one of the best-known instalment payment services in the region. We connected Tabby to the DermActe online store and placed the service’s banner on the homepage, so that the customer knows about this option even before choosing a product.
In addition to Tabby, the site offers:
- Payment by bank card.
- Apple Pay and Google Pay.
- Cash on delivery.
The payment system logos are displayed in the site footer. The customer sees all payment methods before going to the cart, which adds trust in the new brand.
Delivery across the UAE
The brand delivers orders with its own staff in same-day and next-day formats. Information about free delivery across the UAE and international shipping is placed in the top bar of the site, with detailed terms on the “Delivery and Payment” page. Prices on all pages are displayed in AED. Delivery, return and exchange terms are collected in a separate section, so the customer gets answers to the main questions before placing the order.
Product card and ingredients block
We made the product card as informative as possible without overloading it:
- NEW, BESTSELLER and SALE labels are placed above the product photo.
- The discount size and product volume are shown next to the price.
- The rating with the number of reviews helps compare products.
- Cart and wishlist buttons are available directly from the card.
The cosmeceutical audience reads the composition carefully, so the homepage has a separate block about key ingredients: retinaldehyde, the ceramide complex and hyaluronic acid. For each active, it briefly describes how it works and indicates the product in which it is contained.
Mobile version
In the beauty segment, many customers come to the site from a smartphone, from advertising on Instagram, other social networks or search. The mobile version of the online store for DermActe was designed separately for the scenarios of mobile users. The header is convenient for one-handed use, product collections scroll horizontally, lifestyle banners are adapted to a narrow screen, and the footer is organised into compact columns. From the transition from advertising to payment, the customer needs only a few actions.
SEO promotion of the cosmetics online store in the UAE
We laid the SEO structure already at the development stage. The logic of categories and product pages, meta tags, microdata and loading speed are configured so that search engines index the site correctly and understand its topic.
The homepage contains a text block about the brand’s approach to skincare, optimised for search queries about cosmeceuticals and skincare cosmetics in the UAE. Technically, a blog is provided in which the brand can publish articles about skincare in a hot climate, the action of active ingredients and daily skincare rituals. This is the basis for further SEO promotion of the cosmetics online store in Dubai.
To advertise products, we connected Google Merchant Center so that the brand’s products can appear in Google Shopping.
Analytics
Before the start of sales, we set up GA4, Google Tag Manager and Meta Pixel. The brand sees traffic sources, customer behaviour on the site and the stages at which they make purchase decisions. This data is used to launch and optimise advertising on Google and Meta, as well as for the further development of the store.
Project stages
We divided the work on the DermActe online store into several sequential stages so that the client could see progress and make edits at each of them.
Analysis and technical specification. We collected the brief, studied the client’s references and competitor websites in the UAE market, and defined the catalogue structure, payment methods, delivery terms and the list of integrations. The result of this stage was a technical specification agreed with the client.
Design. We developed the visual concept and mock-ups of the homepage, catalogue, product card, cart and information pages for desktop and mobile devices. The logo, brand colours and fonts were provided by the client, and we adapted them to the online store interface.
Development. We wrote the front-end and server-side parts, implemented the catalogue with variations and filters, the cart, the checkout, and an admin panel for managing products and orders.
Integrations. We connected Tabby and other payment services, and set up GA4, Google Tag Manager, Meta Pixel and Google Merchant Center.
Testing and launch. We checked the site’s operation on different devices and browsers, tested payment and order placement, and fixed the errors found. After that, we moved the site to the client’s hosting and handed over access. For a month after the launch, we help with content population and fixing minor errors.
Result for the DermActe brand
What the client received after the launch:
- An online cosmetics store developed from scratch for the UAE market.
- A premium design in the quiet luxury style.
- Payment in instalments via Tabby, payment by card, Apple Pay, Google Pay and cash on delivery.
- Same-day and next-day delivery terms across the Emirates, prices in AED.
- A catalogue with variations, filters and collections of bestsellers, new arrivals and promotions.
- A mobile version adapted for customers coming from advertising and social networks.
- SEO structure, Google Merchant Center and configured analytics.
- A platform on which the catalogue can be expanded and new functionality added.
Development of a cosmetics online store for the UAE market by Kliox
Kliox helps beauty brands launch online stores for new markets on a turnkey basis. We analyse market and competitor requirements, develop designs for the target audience, write custom code, connect local payment systems and delivery services, and set up analytics and SEO promotion. If you plan to launch a cosmetics online store in Dubai, the UAE or another country, leave a request through the form on the website. We will analyse your project and propose a solution tailored to your goals and budget.
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