Sponsored: If you’re a regular at Starbucks, love a bit of retail therapy at H&M, or can’t resist a Shake Shack burger, there’s a new loyalty upgrade worth knowing about.

Alshaya Group has launched Aura Pass, a UAE-exclusive upgrade to its Aura loyalty programme, offering members 30% savings across more than 30 participating brands online and instore for the rest of 2026.

Available through the existing Aura app, the new pass costs a one-time fee of Dhs199 and unlocks savings across a range of fashion, beauty, dining and lifestyle brands.

Participating brands include Starbucks, H&M, Foot Locker, Shake Shack, Chipotle, Victoria’s Secret, Ulta Beauty and Bath & Body Works, while Primark customers can enjoy double Aura points on purchases.

How Aura Pass works

According to Alshaya Group, the initiative has been created exclusively for UAE-based Aura members, bringing together some of the group’s most popular brands under one membership upgrade. Once activated, discouninstore ts and rewards are applied through the existing Aura app.

Joining is simple. Existing Aura members can open the app, upgrade to Aura Pass, pay the one-off fee and begin using their benefits immediately across participating brands.

More UAE-focused initiatives are coming

The launch also marks the first in a series of UAE-focused initiatives planned by Alshaya Group, with more community activations, partnerships and customer experiences expected to follow.

Since launching in 2022, Aura has grown to more than eight million members across the region and was recently recognised for the third consecutive year at the International Loyalty Awards, where it won Best International Loyalty Programme in the Middle East.

The details

What: Aura Pass loyalty programme upgrade
Cost: Dhs199 one-time fee
Valid until: December 31, 2026
Includes: 30% savings across participating brands online and instore, plus additional rewards such as double Aura points at Primark
How: Upgrade through the Aura app