LUFF x NYX: Dubai's Most Unexpected Collab Just Dropped

Nobody saw this coming. Everyone wants it.

Dubai has seen plenty of food collabs. Brand crossovers, limited-edition drops, special packaging moments - the city's appetite for the unexpected is well established. But a donut brand teaming up with one of the world's most recognisable professional makeup brands?

That one landed differently.

LUFF - Dubai's homegrown donut brand known for its bold flavours, vibrant purple aesthetic, and the kind of boxes that arrive looking like they were styled for a campaign - has just launched a limited-edition collaboration with NYX Professional Makeup. The result is the Jell Yeah collection: jelly-glazed donuts in a range of jewel-toned flavours, packaged in a show-stopping pink box, with a free NYX Jelly Job lip gloss included with every order.

Sweet. Glossy. Limited.

LUFF is part of the Kitopi family - the UAE-born hospitality group dedicated to building homegrown brands from the region, for the region.

What is the LUFF x NYX collaboration?

The LUFF x NYX Jell Yeah collection is a limited-edition crossover between LUFF, Dubai's homegrown donut brand, and NYX Professional Makeup - one of the world's most loved professional makeup brands.

The collection features a curated box of LUFF's signature jelly-glazed donuts — each one glossy, vibrant, and styled to mirror the aesthetic of NYX's Jelly Job lip gloss range. The donuts come in a range of fruit-forward jelly flavours including mango, cherry, and citrus, each with the high-gloss finish that makes LUFF's products immediately photographable and the Jelly Job collection immediately wearable.

Every box includes a free NYX Jelly Job lip gloss - making this one of the few food collaborations in Dubai that comes with a beauty product. The packaging is unmistakably bold: bright pink, co-branded, and designed to look as good on a flat lay as it does arriving at a door.

Available now via delivery apps. Limited time only.

Why this collab works

On paper, a donut brand and a makeup brand have no obvious reason to collaborate. In practice, LUFF x NYX makes complete sense - and the reason is aesthetic coherence.

LUFF has always been a brand where the visual experience is as important as the taste. The purple packaging, the loaded donut photography, the LUFF x NYX box in hot pink - these are products that exist in the same visual register as beauty and lifestyle brands. LUFF's donuts are glossy. NYX's Jelly Job is glossy. The jelly glaze on a donut and the jelly finish on a lip gloss are, genuinely, the same reference point.

The collaboration doesn't feel forced because it isn't. It's two brands that understand their own visual identity meeting at the intersection of indulgence and self-expression - and producing something that neither could have created alone.

For NYX, it's access to LUFF's food-forward, Dubai-based community. For LUFF, it's a cultural moment that positions a homegrown donut brand in conversation with a global beauty name. For Dubai - a city that has always understood that food and lifestyle are the same conversation - it's the collab that makes complete sense in retrospect.

How to order

The LUFF x NYX Jell Yeah collection is available now via your favourite food delivery app across the UAE. Order through the LUFF listing on your preferred platform.

Limited time only — the collection is not a permanent addition to the LUFF menu. Order now before it's gone.

About LUFF

LUFF is a homegrown UAE donut brand delivering loaded, flavour-stacked donuts across the UAE - known for its bold visual identity, vibrant purple packaging, and the kind of products that make delivery feel like an occasion. With 6,752 Instagram followers and a growing reputation for collabs that earn attention - LUFF x NYX being the latest — it is one of the most exciting dessert brands in the Kitopi portfolio.

Warning: LUFF's sweetness may spark pure happiness and indulgence.