A different kind of salon experience has reached the Middle East, with new grooming concept CNB House of Beauty launching in Jumeirah, Dubai. Operating on a subscription basis, the new spa and salon combines the professionalism of a curated treatment menu, with the intimacy and exclusivity of a members-only clubhouse. Founder C’Vine Lawrence says that a subscription service empowers members to develop a bespoke treatment plan, and maximizes their enjoyment of the custom-designed, 4,250 square foot space. “A subscription-based membership system allows our members full access to us in whatever format they choose,” she explains. “It enables us to provide an unparalleled level of service and personalisation. This model allows us to cater to our members in a way that no ‘pay-as-you-go” model ever could.”
Starting from AED7,360, the annual subscription fee gives members access to a series of treatments. Designed for the woman who “prioritizes selfcare because she knows an investment in herself is an investment in her future,” the higher tier plans are expanded with more advanced and frequent options and access. Following an initial private consultation, clients are recommended a treatment action plan. “Each member enjoys a personal beauty concierge guiding them through their beauty rituals, ensuring every element is tailored to their unique preferences,” shares Lawrence. “The major benefit of our membership is that it offers so much more than a single treatment. Not only will you be saving money in the long run, but it will also encourage you to take better care of yourself.”
Inspired to import the concept after seeing the subscription model gain popularity in the US and UK, Lawrence says that members-only beauty spaces help women fit all their grooming appointments in a busy schedule. “There is a huge demand for any new service or product that can offer convenience, quality and will make lives easier and better.,” she adds. “For beauty in particular, people need a go-to.” The American-British expat chose the United Arab Emirates for the club’s first outpost due to the region’s expectations of high end service. “Over the past few decades, the UAE has taken hospitality and infused it with another level of luxury not seen anywhere else in the world. We know that our consumers in the UAE are educated, worldly. They demand a level of service that is uniquely catered to them.”
The concept covers a spectrum of treatments, from facials and massages to nails and hair styling, with specialists experienced in diverse types of hair, skin and beauty care, including the Gharieni psammotherapy treatment bed, which uses heated sand to relax and ease the body. “Traditionally to experience the combination of these services, multiple facilities would need to be visited. CNB offers them under one roof,” Lawrence explains. “This gives members the advantage of working with the entire team of vetted international beauty professionals, and to become familiar with each provider’s signature style of high-quality services, as well as an opportunity to discover what treatments and products work best for them.” In addition, member enjoy perks including valet, refreshments including bubbles from a private bar, and invitations to quarterly events.