This is the beach club missing from your Instagram feed

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  • From early morning beachside yoga to sandy massages and the most indulgent brunch menus...

    Feeling the Portuguese heat on your face as you take in the impressive beach views from your private balinese while sipping on a refreshing Aperol Spritz and picking at a fresh lobster salad. Just another day at Purobeach Vilamoura.

    It’s no wonder that the Instagram crowd is heading to the Algarve.


    The Purobeach name is renowned – with its on-trend exclusive beach clubs spanning the Mediterranean, from Marbella and Barcelona to Palma and Alicante, with the luxurious Purobeach DNA running throughout.

    Quality music, cosmopolitan cuisine, millennial decor and A-list wellness treatments. In other words, pure luxury, and well worth a visit for the sake of your social media feeds alone.

    ‘Our world is full of miracles and beauty, but everyday life can sometimes be exhausting,’ the Purobeach brand says of itself. ‘We created oases for our nomads to calm down and to feel true moments of happiness.’

    ‘Located in the most beautiful places in the world our beach clubs are not only a famous meeting place but also a place of peace.’


    Being an Algarve fan, Marie Claire’s Jenny Proudfoot went off to experience Purobeach Vilamoura, Oasis del Mar, situated on the beach of Portugal’s Tivoli Marina Vilamoura hotel.

    Here’s everything you need to know about Portugal’s most Instagrammable beach club…



    The first thing that hits you about Vilamoura’s Purobeach is the stunning aesthetic, with a crisp white colour-scheme and enough fringed parasols to make any Instagrammer cry with happiness.

    Think Long Island’s Hamptons, with the stunning beachside club decked out with white table linens and furnishings, looking out onto an exclusive beach stretch of white sunbeds and sofas, with palm trees and billowing Balinese beds scattered in-between.

    And it’s not just the water’s edge, with Purobeach also offering another VIP Vilamoura location, an exclusive pool area in the gardens of Tivoli Marina Vilamoura, which in case you hadn’t guessed is also Instagrammable AF.

    Whether reclining by the pool or sipping an Aperol Spritz on the beach under a retro parasol, it’s impossible not to feel like an A-lister. And from sun lounger selfies to flatlay shots of blood orange cocktails in the sand, the photo opportunities are endless.

    The most luxurious spot in my opinion was the beach club restaurant, with its glass walls showing off the Algarve’s stunning pinky blue sunset (no Instagram filters required) and the wild Atlantic Ocean. I could have stayed on those plush white chairs taking in the views all day.



    Quality music (or ‘Puromusic’) is at the heart of Purobeach, with DJs from Javi Cascales and Kike Aguilar to Victor Ohlle and Martin Luciuk offering a cool soundtrack for sunbathers and Purobeach guests. With its own quality record label, it’s hardly surprising that the beats are one of the most talked-about parts of the purobeach experience, playing all day and night.



    One of the most memorable parts of the Purobeach experience is its ‘M3 cuisine’, which as its name suggests is a culinary fusion of three big Ms – Miami, Marrakech and Melbourne.

    ‘Like our nomads we are cosmopolitan and so is our menu,’ the Purobeach team say of their foodie approach. ‘Inspired by the culinary art of Miami, Melbourne and Marrakech we created the M3 cuisine concept with a wide range of healthy, colourful and aromatic dishes.’

    From Gua Bao buns and salmon and avocado tiradito to Sriracha Carpaccio and Wok Yan Po, there are plenty of healthy and Instagrammable dishes to jazz up your photo feed.

    I would personally recommend the fresh seafood. We’re talking grilled lobster, scarlet prawns, clams and sea bass baked in a salt crust. And let’s not forget the monkfish rice, lobster salad (the best I’ve ever had) and seafood stews in earthenware pots – washed down with a couple of pornstar martinis for the ultimate experience.



    The Purobeach vibe is relaxed but upbeat, with millennial instagrammers flocking from far and wide to sip the mint smoothie el verdes and sample the melon and blueberry flavoured sheesha pipes. That, and to feel the infamous energy.

    ‘Life is all about moments’, Purobeach advocates, offering one of a kind experiences from cool mystic full moon parties to beachside yoga with a private instructor – a millennial (and mindful) start to the morning (and well worth it for the sunrise).



    Puro massages are available on the beach, with guests literally stepping from the sand onto the massage bed, reclining in an open cabana on the seafront. Using natural and organic oils (hello, SeaSkin), the therapists work out your knots in the 30 degree heat, before leaving you to return to your sun lounger.



    Stay for brunch. We’re talking a beachside buffet sticking to the triple M theme. From croissants and granola yogurt pots to more indulgent mini eggs Benedicts, fish tacos, chicken quesadillas and mini club sandwiches – all accompanied by Puromusic. Then back to your sun lounger to sunbathe out your food coma with a platter of fresh fruit. Pure bliss.



    There are four other current Purobeach oases – Barcelona, Illetas, Marbella and Palma, with more set to open this year. But for Purobeach Vilamoura, Teak beds are available from €30, beach day beds from €45, buffet brunch from €30 and Balinese beds (with options to add a bottle of Champagne) for €150.

    Tivoli Marina Vilamoura
    Apartado, 65 Marina de Vilamoura
    +351 289 303 740

    See you there.

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