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 brandstomake everyday moments more rewarding as we recognise the communities we serve andrewarding 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.
