In conversation with Haneen Odeh, Entrepreneur and Founder of SNOB Beauty Salon & Spa, about natural beauty and wellness

With a background in beauty, and years of building one of Dubai’s most recognised salon, Haneen Odeh offers a perspective shaped by both beauty trend awareness and real-world understanding of what clients truly want. Odeh shared with us the beauty shifts shaping the industry today, from the return of natural beauty and wellness-led rituals to the growing demand for slower, more intentional salon experiences. 

For Odeh, working as a Beauty editor changed the way she approaches trends entirely. “You see how quickly things come and go, so you stop chasing everything,” she says. Instead, her focus has shifted towards longevity, relevance, and understanding what genuinely works for people beyond a seasonal moment. That philosophy continues to shape the way SNOB evolves, less reactive, more intentional.

At SNOB, translating trends into real experiences comes down to careful curation rather than simply following what’s new. “We’re quite selective with what we bring in. It’s not about following every trend, it’s about asking whether it fits into the SNOB experience and feels natural to us,” Odeh explains. Much of what the salon has introduced leans towards cleaner, more considered beauty, from gentle, refined Matis facials to plant-based, sustainable haircare from Davines.

Even within traditional rituals like hammam, SNOB stays rooted in authenticity, using Moroccan soaps and mineral-rich muds, while nail services have evolved towards HEMA-free formulas and cleaner polish options. More ingredient-led treatments such as aloe vera, Gaudia, and Euphoria, built around honey, dates, yoghurt, and cucumber, reflect this natural approach, while upcoming collaborations with homegrown brands like AÏZA signal a stronger move towards locally rooted formulations. “It’s less about adding things for the sake of it, and more about building an offering that feels thoughtful, balanced and aligned with how people want to approach beauty today.”

For Odeh, beauty has never been just about the final result, it’s about how a person feels from the moment they walk through the door. “The ritual starts before the treatment even begins,” she says. “It’s in how you’re greeted, how comfortable you feel, how the space makes you slow down a little.” At SNOB, that philosophy shapes everything from the pace of the experience to the smallest details, creating an environment where clients feel cared for rather than rushed. For Odeh, what defines a truly memorable salon experience in 2026 comes down to consistency, trust, and precision. “People notice when things are done with care, when nothing feels rushed or overlooked… that’s what keeps people coming back.”

As wellness continues to reshape the beauty industry, SNOB is evolving alongside it. “It’s not just about how something looks, but how it makes you feel after,” she explains. The salon’s move into a new space, with dedicated treatment rooms and a lounge designed for clients to slow down before or after appointments, has allowed that philosophy to become even more tangible.

Looking ahead, Odeh sees salon culture becoming increasingly experience-led. “People don’t just want to come in, get something done and leave, they want to spend time, to switch off a little.” For SNOB, the future lies in evolving with that shift while remaining, in her words, “consistent, warm, and focused on doing things really well.”