Time To Pamper Yourself: Diving into the Underwater World of CRUSH Salon in Dubai

If you're the type to think a salon is just a place to get your hair done, CRUSH in Dubai is here to blow that idea out of the water—quite literally.

Nestled in the city’s beauty scene as one of the most innovative and aesthetic-forward spots, CRUSH isn’t just another salon; it’s an immersive experience where beauty meets technology, creativity, and unmatched care.

More Than a Salon: A Visual Fantasy

Owned by the visionary Natalia Selezneva—also the founder of the marketing agency NewDay—CRUSH blends glamour with cutting-edge 3D graphics and augmented reality to push the boundaries of what a beauty space can be. The result? Not just stunning looks, but storytelling campaigns that feel like stepping into a dream.

This year’s concept, “Underwater World,” transformed the salon into a serene aquatic fantasy. Think shimmering interiors, deep ocean hues, and even an enchanting press pack featuring a stylized glass aquarium, a live white fish, and jewelry curated in collaboration with CRUSH’s luxury partners. It's no surprise influencers were diving head-first into this aquatic aesthetic—it's the kind of bold PR that lingers long after your hair is dry.

Natalia’s approach is refreshingly strategic: multiple monthly press packs, each more original than the last, especially leading up to peak periods like the holidays. And while others might settle for the standard influencer box, CRUSH delivers a moment—a memory. Have you met the CRUSH fish yet?

A JDEED Experience: In the Chair with Daria

So what’s it like to actually book an appointment? Looking for the perfect hair dresser (not always an easy task), our Partnerships Manager Nadine, who needed a color refresh, decided to try the full CRUSH experience—and spoiler alert: it lived up to every bit of its buzz. Here's her testimony:

"I hadn't dyed my hair in six years, so this was no casual refresh. But when you’re in the capable hands of Daria, one of CRUSH’s top stylists, it’s easy to surrender control. I showed her a few inspo photos, but in the end, I told her to go with what was healthiest and most flattering. And she delivered perfection.

From the moment I walked in and was greeted by name, I felt more guest than client. The luxury-meets-cozy ambiance was paired with next-level service: free-flowing coffee and tea, curated snacks, and even a portable charger (because how often does your phone die mid-appointment?).

The cherry on top? A thoughtful follow-up message to schedule my retouch and maintenance, making the entire experience feel personal and invested in.

Oh, and a quick shoutout to those reserved parking spots—a rare and wildly underrated luxury in Dubai."

Hey Nadine, we really hear you on these parking spots.

The Verdict

Whether you're looking for a transformation or just a moment to escape the rush of the city, CRUSH delivers beauty and serenity with a creative edge you won’t find anywhere else. It’s not just our Crush of the Week—it might just be our salon soulmate.

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CRUSH

Oxford Tower, Business Bay

More on Instagram @crush.dubai

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