Twenty-five years in the making
An Investment company built over a lifetime. And the brand that was always meant to be its most personal chapter.
has operated in Dubai
open across Dubai
opened its doors
The brand stays ours.
Not a start-up. A twenty-five year inheritance.
In 2000, Pezhman Ebad founded Globex Horizon in Dubai. He was not a dreamer with an idea on the back of a napkin. He was a businessman with a clear eye for opportunity, a tolerance for hard work, and a quiet belief that Dubai was a city worth betting on early.
Over the next twenty-five years, Globex Horizon grew. Quietly, steadily, honestly. No shortcuts. No overnight exits. Just an investment company built across multiple businesses — each one selected with the same discipline and patience that defines the way Pezhman has always operated.
By the time most people in Dubai had heard of him, he had already been building for decades. Twenty-five years of operations in the UAE. Twenty-five years of paying staff, honouring commitments, serving clients, and compounding trust.
The foundation was not built for Elaris. But everything about it was always pointing here.
Twenty-five years of staying the course
Globex Horizon has operated through every major disruption this region has seen. Here is what that looks like in practice.
Twenty-five years of data teaches you one truth
Running multiple businesses across nearly three decades teaches you something no classroom can. You begin to see which industries survive — and which ones crumble — when the world gets hard.
Pezhman had watched dozens of sectors through wars, recessions, oil shocks, pandemics, and political tensions. One pattern kept showing up, almost stubbornly, across all of it.
Luxury personal care. Markets crashed — women still came for the wedding appointment next week. Economies dipped — clients still kept their monthly ritual. High repeat rate. Deep loyalty. Resistant to geopolitics. In all his years of running businesses, almost nothing ticked all four boxes the way luxury salons did.
The dream had a name before it had a place
Behind every founder’s best decision, there is usually one person who saw it first. For Pezhman, that person was his wife.
Mahboube came from the world of fashion. She understood texture, finish, lighting, ritual — the small things that turn a service into an experience. She didn’t read about luxury in magazines; she lived in it, breathed it, felt it instinctively.
And she had been walking through Dubai with quiet frustration for years.
“Pezhman,” she said one evening, “this city has everything. The cars. The skyline. The towers. The money. But where do women like me go for a truly luxury salon experience? The kind where the products are world-class, the service is unhurried, the space feels like a sanctuary, not a queue?”
There was money in this city, she said, without a worthy place to spend it. A gap — wide, obvious, and waiting.
You spent twenty-five years building Globex Horizon for other ventures. Now build something for us.— Mahboube
And in that one sentence, Elaris began.
Elaris opened its doors one year ago
Elaris is not twenty-five years old. Globex Horizon is. And that distinction matters enormously.
Elaris is young. It opened its first salon in Business Bay in 2025. It is barely a year old as a brand. But it was not launched by a first-time entrepreneur guessing at a market. It was launched by a man who had spent twenty-five years building a UAE Investment company — learning which businesses survive, which ones scale, and which ones earn the loyalty of clients who keep coming back.
The first branch opened and performed within months. Women came in for one service and booked the next before they left. They told their sisters. They came back. The Business Bay flagship became proof that Mahboube’s observation had been correct all along.
Within the first year, four branches were open across Dubai.
Elaris is one year old. But it was built on twenty-five years of knowing exactly what works — and what doesn’t.
Mr. Pezhman Ebad
In 2000, he founded Globex Horizon in Dubai and spent the next twenty-five years building it — quietly, honestly, without shortcuts — into a multi-business investment company with a track record that speaks for itself.
Elaris is the most personal chapter of that story. Not a pivot. Not a reinvention. The natural next step of a founder who finally decided to build something entirely for himself — and for his wife’s vision of what luxury in Dubai could be.
He turned down every offer that would have diluted the brand. He chose to grow at the pace the brand deserves. He chose to keep Elaris exactly what it was meant to be.
Ten offers in three weeks. He said no to all of them.
Four branches in under a year. The numbers were no longer one man’s intuition — they were a pattern. A proof. An investment case that arrived, unannounced, in the inboxes of ten of the biggest venture capital firms in the region.
Within three weeks, all ten came back with offers. Each one came dressed in slightly different language but with the same condition at its core: dilute your shares, give us a seat on the board, let us run Elaris our way. Strip the emotion out of it. Optimise for the exit.
He could have signed any one of them. He didn’t. Because Elaris was not built to be sold. It was built on twenty-five years of Globex Horizon’s foundation — and a vision his wife had given him at the dinner table. A vision like that is not for sale.
You don’t sell your child to the highest bidder. Even when the bidder is offering you peace.
The leadership of Elaris & Globex Horizon
Every decision, every standard, every detail carries the fingerprints of the people who believe in this brand most deeply.
Globex Horizon
Elaris
Globex Horizon
Globex Horizon
Three things we will never compromise
A sanctuary, never a queue
Every Elaris is designed as a refuge. Unhurried service. World-class products from Hermès, Dior, Chanel, YSL and beyond. A space that feels like a private home, not a high street stop. Beauty is a ritual — we treat it that way.
Built on 25 years of foundation
Elaris is one year old. But it was launched by an investment company that has operated in Dubai since 2000. Every decision, every supplier relationship, every operational standard carries the weight of that experience behind it.
The brand stays the family’s
Elaris will not be optimised for an exit. It will not be sold to the highest bidder. It will be built — patiently, faithfully — into the luxury salon brand Dubai was always missing, and kept in the hands of the people who believe in it.
Four sanctuaries across Dubai
Each one built to the same standard. Each one carrying the same promise. Each one entirely Elaris.
One year old. Twenty-five years strong.
Elaris was launched in 2025. It is young as a brand. But it was built on the operational bedrock of Globex Horizon — a UAE Investment company that has been operating, expanding, and earning trust in this city since 2000.
From here, Elaris grows the way Globex Horizon always has. Carefully. Quietly. One sanctuary at a time. Always luxury. Always unhurried. Always honestly built.
This is not a story about one year. It is a story about twenty-five years of earning the right to open these doors.
Globex Horizon was the foundation. Elaris is what it was always building towards.
Welcome to Elaris.
