When we opened Novelty Clinic back in 2008, it was just a few rooms, a couple of machines, and a big idea. We wanted to bring advanced aesthetic treatments to Dubai, but in a way that felt personal — somewhere people could actually relax. No cold, sterile atmosphere. No rush to push treatments you don’t need. Just real conversations and a focus on what’s best for the person sitting in front of us.
From day one, we’ve paid attention to the little things. The way a doctor remembers your last visit. The way a patient opens up when they feel heard. Even something as simple as explaining a procedure without using complicated jargon. Those details matter more than most people think.
Dubai has changed a lot since those early days, and so have we. Our team is bigger now, our space is larger, and our equipment is as advanced as you’ll find anywhere in the region. We’ve introduced treatments like Morpheus8, CoolSculpting Elite, and Emsculpt NEO, alongside a wide range of skin, dental, and body procedures. Every device is FDA-approved, and every treatment is in the hands of specialists who know it inside and out.
Some things, though, haven’t changed. We still start with a conversation, not a checklist. We still design each plan around the person, not the trend. And we still believe the best compliment is when someone says, “You look great,” without being able to guess why.
Now, thousands of patients later, we’re still here — listening, refining, and making sure every visit ends with someone feeling better than when they arrived. That trust is something we’ll never take for granted, and it’s why we keep raising our standards year after year.
