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Alshaya Group Celebrates UAE with Exclusive Limited Edition Aura Loyalty Pass, with 30% Savings Across 30+ Brands

17 Jun 2026

•    Alshaya Group launches UAE exclusive upgrade for its existing and new Aura loyalty programme members
•    Members can enjoy 30% savings across participating brands, including Victoria’s Secret, Starbucks, Shake Shack, Ulta Beauty, H&M and Bath & Body Works
•    Primark included by offering double Aura points on already great prices
•    Using the existing Aura app, members can upgrade for the rest of 2026 with a one-time fee of AED 199

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Alshaya Group today announced the launch of Aura Pass, a new UAE-exclusive initiative offering 30% savings on more than 30 of the group’s brands, through Aura, the award-winning loyalty programme.

Available to existing and new members of the Aura loyalty programme through the Aura app, for a one-time fee of AED 199, Aura Pass gives UAE customers 30% savings on full price items across participating brands, including Starbucks, H&M, Foot Locker, Shake Shack, Chipotle, Victoria’s Secret and Ulta Beauty, as well as additional rewards such as double Aura points at Primark.

Registration is open for a limited period from 17 June to 5 July 2026, with benefits valid until 31 December 2026.

Created exclusively for Aura members living in the UAE, Aura Pass brings together Alshaya’s most loved brands in one simple upgrade. From coffee and dining to fashion, beauty, wellness and lifestyle, members signing up for the Aura Pass can enjoy more value across participating brands automatically through their existing Aura app.

Steve Vickerstaff, Chief Operating Officer of Alshaya Group, said: “The launch of Aura Pass is about giving customers in the UAE even more value from the brands they know and love. It reflects our commitment to continue investing in customer experiences that bring together the strength of our brands to make everyday moments more rewarding as we recognise the communities we serve and rewarding our loyal customers in the UAE.”

Joining Aura and getting the Aura Pass is simple. Customers can open the Aura app, register during the limited sign-up period, pay the one-time fee, and start using their benefits across participating brands straight away.  

Aura Pass is the first in a series of UAE-focused initiatives that will be introduced as part of Alshaya’s engagement with customers and communities across the country, from local partnerships, community activations and collaborations that celebrate the diversity, ambition and vibrancy of life in the UAE.

Since its launch in 2022, Aura has grown into one of the region’s leading loyalty programmes, with more than 8 million members across the region. Aura was recently recognised for the third consecutive year at the International Loyalty Awards, winning Best International Loyalty Programme in the Middle East.

To download the Aura app, visit the Apple App Store, or for Android visit the Google Play store.  For further information on Aura Pass, including any exclusions and Terms & Conditions, please see the Aura app. 

Company overview 

Alshaya Group is a dynamic family-owned enterprise, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world's leading brand franchise operators, offering an unparalleled choice of well-loved international brands to customers.

Alshaya Group's portfolio extends across MENA, Türkiye and Europe, with thousands of stores, cafes, restaurants and leisure destinations, as well as a growing online and digital business.

Operating in multiple sectors including Apparel, Food, Health & Beauty, Pharmacy, Home Furnishings and Leisure & Entertainment, Alshaya Group colleagues are united by a commitment to authentically deliver great customer service and brand experiences.

Fresh, modern and relevant, Alshaya's constantly evolving portfolio reflects the choices and lifestyle of its customers. From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the brands they love in the places they want to be. Brands such as Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang's, The Cheesecake Factory, The Body Shop, M.A.C, Victoria's Secret, Boots, Pottery Barn and KidZania.