Chalhoub Group, the leading partner for luxury across the Middle East has announced the launch of MUSE, a new-age, experiences-led loyalty program, across its retail network in the UAE and Kuwait.

For the first time, ‘MUSE’ brings together a collection of aspirational beauty, fashion and lifestyle brands, from ready-to-wear and accessory brands Michael Kors, Swarovski and Level Shoes, to luxury homeware destination Tanagra, cult beauty brands L’Occitane and NARS, and more. With MUSE, members can access their favorite brands within the Chalhoub network, across all categories, and in one place; through the MUSE App.

In alignment with the Group’s customer-centric values around delighting their shoppers, MUSE represents a new step towards knowing, understanding and connecting with their members on a deeper level. MUSE commits to delivering loyalty back to its members and making them feel valued at every step of their journey.

The launch of MUSE expands on Chalhoub Group’s commitment to growing within the digital sphere, with a data-driven, personalized app-first approach that foregoes the conventional plastic card.

With this in mind, MUSE operates outside of the traditional loyalty program model by going beyond transactional relationships, instead of positioning experiences at the forefront of its proposition, in order to build a more meaningful relationship with its members.

Members of “MUSE” can:

Collect & redeem Points while shopping at the participating Chalhoub Group stores;

Unlock new benefits as they elevate through tiers;

Enjoy a host of experiences across fashion, beauty and lifestyle categories.

Member benefits include a dedicated MUSE Concierge, at-home alterations, home delivery and valet parking at major malls, with more to be announced. As part of a newly created ‘Service Hub’, these year-round privileges are designed to ensure that our members’ time is well saved.

MUSE experiences range from complimentary, brand-led moments such as a make-over by Urban Decay; desirable indulgences paid for by Points, such as High tea or a Spa Day; and once-in-a-lifetime immersive experiences released through contests, such as a trip to the Swarovski Crystal World in Wattens, Austria.

Patrick Chalhoub, CEO of the Chalhoub Group, commented: “I am proud to introduce our new Loyalty Programme, MUSE, dedicated to putting the Customer at the Heart of everything we do. We have designed an experience program that goes beyond collecting Points and Rewards. With MUSE, our members gain access to exceptional experiences and unique opportunities, all through our App-first approach. We’ve also introduced a Group-wide suite of benefits to ease and elevate our members’ retail journey. MUSE will enable us to further understand our customers, to connect and engage with them, and build a long-lasting relationship.”

MUSE is a three-tiered loyalty program, with the base tier called Emerald followed by Sapphire and then Ruby. Points are calculated based on eligible spend at participating stores and the earning rate increases as members move up the tiers. These Points can be redeemed either for shopping at any of the 35+ brands across MUSE operating countries with no minimum balance, or, towards experiences. Each tier unlocks more exclusive benefits and access to tailored experiences.

Chalhoub Group celebrated the launch of MUSE across the UAE with over 35 brands and in Kuwait with 14 brands. In the near future, MUSE will be available in Saudi Arabia and joined by even more brands including Faces, as well as new experiences partners.

To view the full list of the participating stores, please visit

To download the MUSE App and access complimentary experiences instantly, click here.

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