A Partnership That Blends Azure’s Signature Beach Experience with Virtue’s World of Modern Haircare

Azure Beach Dubai Partners with Virtue Labs for an Exclusive ‘She By The Sea’ Experience.

Guests can explore Virtue Labs’ science-based haircare range through interactive experiences, a dedicated Testing Zone, and exclusive gift bags.

Running every Tuesday and Wednesday until December 3, the collaboration unfolds during Azure Beach’s signature ‘She By The Sea’.

Dubai, UAE – November 2025

Azure Beach Dubai announces a new partnership with Virtue Labs, the award-winning American haircare brand known for its science-based approach and premium product range. Together, the two brands will launch a month-long activation during Azure Beach’s popular ‘She By The Sea’, an exclusive activation curated for ladies and taking place every Tuesday and Wednesday throughout November and early December.

This collaboration introduces a new dimension to the weekly celebration of women, combining Azure Beach’s signature atmosphere with Virtue Labs’ expertise in self-care and beauty innovation. The partnership reflects a shared vision of creating experiences that balance leisure, wellness, and community in one of Dubai’s most dynamic beach destinations.

Guests attending the ‘She by the Sea’ event, will have the opportunity to discover Virtue Labs’ world of advanced haircare through a series of on-site activations. Priced at AED 150 per lady, the event offers three package options: Breakfast (available until 11 am) plus 3 drinks, 5 drinks to be enjoyed throughout the day, or free flowing bubbles from 2 Pm to 4 PM.  While enjoying the perks of the event, Virtue Lab’s elegant stand, positioned at the heart of Azure Beach, will feature product displays, educational materials, and QR codes directing visitors to Virtue’s digital platforms. Guests will also be invited to test selected products, including the Healing Oil, Damage Reverse Serum, Overnight Scalp and Hair Elixir, and Restorative Mask Treatment.

To enhance the experience, Virtue Labs will host a dedicated Testing Zone around the pool area, offering a tactile introduction to its formulas powered by Alpha Keratin 60ku®, a patented protein that repairs and strengthens hair from within. Each guest who visits the activation area will receive a gift bag featuring a Virtue Labs magazine, brand literature, and a deluxe sample, allowing them to continue the experience at home.

“Azure Beach has always been about more than a day by the pool,” says Eric Ballard, Director of operations at Azure: “We focus on creating experiences that complement our guests’ lifestyle, and this partnership with Virtue Labs brings together two brands that value quality, authenticity, and care. It is an opportunity to offer our visitors something genuinely enriching within the relaxed setting of Azure Beach.”

The activation will run on select dates across November 18-19, 25-26, and December 2-3.

This initiative marks a continuation of Azure Beach’s commitment to hosting creative collaborations that enhance its guest experience while aligning with global lifestyle trends. By joining forces with Virtue Labs, available exclusively at Sephora, Azure Beach continues to strengthen its position as one of Dubai’s leading destinations for leisure, entertainment, and contemporary hospitality.