Dubai is a city built on ambition. From its record-breaking skyline to its meteoric economic rise, it has always been a place where big ideas flourish in the most creative ways. In recent years, this drive for innovation has also seeped into its vibrant social media culture, where content creators from diverse communities transform everyday moments into cultural movements.
In a city as fast-paced and dynamic as Dubai, it’s no surprise that new social media trends can emerge and explode almost overnight. The latest phenomenon sweeping the city’s beauty scene is the B U Trend-a social media movement that celebrates personal transformation and women’s empowerment through makeup.
What started as a relatable video of a content creator running late to a wedding has quickly transformed into a viral moment captivating beauty enthusiasts worldwide. The B U trend has taken platforms like TikTok by storm, showcasing the ability of UAE content creators to elevate even the smallest moments into a global phenomenon.
It all started on September 16, when Dubai-based influencer Sonia, known for her candid approach to beauty, posted a spontaneous Get Ready With Me (GRWM) video on TikTok. With over 80,000 followers in the region, Sonia has a knack for creating relatable content.
This particular video showed her rushing to get ready for an event in just five minutes, capturing the real, unfiltered chaos of trying to glam up under pressure. What began as a simple, unscripted moment quickly resonated with viewers, who saw themselves in Sonia’s relatable struggle.
By September 18, one of Sonia’s friends, another Dubai-based influencer and DJDontTouchMyHair who saw Sonia’s video, recognised the universal appeal behind her emotion. Known for her humorous takes on beauty and lifestyle, DJDontTouchMyHair took the soundtrack from Sonia’s video and released her own version. Her lighthearted spin introduced more users to the trend, enabling the B U movement to gain momentum.
The soundtrack that amplified the trend
Tumi, who goes by the name DJDon’tTouchMyHair on TikTok, is a local DJ known for mixing fresh and engaging soundtracks. She saw the potential in the video’s raw energy and decided to remix Sonia’s her friend’s candid moments into a catchy soundtrack that perfectly encapsulates the fast-paced, glamorous lifestyle of Dubai.
The soundtrack itself has now become a central element of the viral B U Trend, spreading all across social media.
How the B U Trend took over
Just a few days later, on September 20, Anastasia (known as @anastasile on social media), a renowned beauty influencer with over six million followers, discovered the soundtrack and was inspired to create her own content using the track. Known for her flawless beauty transitions, anastasile added a cinematic touch to the trend by sharing her quick makeup look using perfectly timed transitions.
Her video went viral almost instantly, turning the B U Trend into a beauty challenge that influencers couldn’t resist.
Dubai’s influencer community quickly caught on. By September 21, Dina released her video, copying anastasile’s exact moves and transitions but adding her personal style.
The next day, mega-influencer Noor Stars joined in, sharing her take on the B U trend, and instantly her massive following amplified the trend’s reach. Noor’s video introduced the trend to new audiences across the Middle East, adding a global dimension to what had started in Dubai’s beauty scene. Her sister, Baneen Stars quickly jumped onto the trend as well, making it a Stars sisters special.
