**The largest international exhibition of the beauty industry Beauty World Middle East was held in Dubai, bringing together leading specialists in the cosmetics, perfume, and fashion industries from all over the world.** Organized by the company Messe Frankfurt Middle East, the event was established as a key forum for the development of the beauty industry and innovation in the sectors of hair, skin, makeup, and wellness. For three days, the Dubai World Trade Centre hosted over 2,500 companies from 160 countries, occupying 22 exhibition halls.
**The central theme of the event was educational programs and exclusive lectures.** For example, in the Next in Fragrance platform, experts discussed future aromatic trends and master perfumers, such as Han Feng, Bassem Fatouh, and Nick Woolf, shared secrets of creating original photos and fashion photography. The event also highlighted the natural sector of perfumery: 18 innovative brands, including companies specializing in cosmetics with eco-certifications and vegan products, were presented.
**"We brought Beauty World Middle East to a global platform, where trends are born, partnerships are created, and the influence of the region is expanding," said the director of the event, Ravish Ramchandran.** In addition, for the support of startups and small business, a special zone Beauty Beginnings was created, where participants could present their developments.
**Among other unique platforms — the First Edge platform, where 8 leading brands were selected for the beauty program.** This year, the event also featured dynamic master classes, including a Guinness World Records attempt for the manicure and master classes from famous makeup artists, such as Hori Ex.
**The Innovation in Beauty award, which has been running for 29 years, recognized the role of creative ideas and innovative development in the industry.** The laureates in various nominations were brands, ecological aromas, innovative products for hair and care.
The organizers emphasized that the event reinforces the status of Dubai as a global hub for the cosmetic and perfume industry, not only economically but also in terms of promoting advanced technologies and standards.
