Her Highness Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority (Dubai Culture), today inaugurated Beautyworld Middle East, the biggest international trade fair for beauty products, hair, fragrances and wellbeing in the Middle East.
The exhibition occupies 22 halls, reaffirming its position as one of the largest and most established events of its kind, supporting Dubai’s growing role as a leading destination for major international exhibitions and conferences, and a gateway for new market opportunities that contribute to global economic growth.
Organised by Messe Frankfurt Middle East, Beautyworld Middle East continues to serve as the premier platform for product discovery, business expansion and cross-border collaboration across fragrance, cosmetics, skincare, haircare, personal care, packaging, technology and wellbeing.
The event, held at the Dubai World Trade Centre until 29 October, features more than 2,500 exhibitors and is expected to attract over 80,000 visitors from more than 160 countries, marking the most global edition in its 29-year history.
During a tour of several country and international pavilions, Her Highness was briefed on the latest products and innovations shaping the future of the global beauty industry.
The final day is presented in collaboration with leading brands including Dyson and International Hairdresser of the Year, Jorge X.
Throughout the exhibition, the event welcomes renowned global makeup artists Hung Vanngo, Bassam Fattouh and Nikki Wolff, who will present exclusive sessions that explore celebrity beauty aesthetics, editorial techniques and cultural artistry trends, supported by major international cosmetics brands.
For the first time, the exhibition dedicates a comprehensive space to natural fragrance ingredients including rose, jasmine, argan, oud, patchouli, citrus and spices.
The area has doubled in size compared to the previous edition and features more than 100 niche perfume brands including Xerjoff, Histoires de Parfums, Welton London, Réserve en Afrique, Sospiro and Boadicea the Victorious, alongside Bohoboco, winner of the 2024 Niche Perfume of the Year Award.
The exhibition continues to present ‘Front Row’ as the centre of technical education and creative inspiration through daily live demonstrations by leading international brands including ghd, Revlon, Guinot, Brazilian Secrets and It’s a 10 Haircare.
Over three days, visitors can enjoy live masterclasses and beauty transformations delivered by some of the world’s leading hair and beauty experts.
The programme includes 26 sessions featuring more than 80 speakers, including keynote addresses by Roja Dove and Mohamed Hilal, Founder and CEO of Mohamed Hilal Group, which owns renowned Emirati perfumery brands such as Hind Al Oud and Anfasic Dokhoon.
‘Quintessence’ returns as one of the exhibition’s flagship destinations, captivating visitors with rare, luxurious creations and serving as the ideal platform for buyers seeking originality and craftsmanship.
Developed in collaboration with Resperfuma, the area unites nine of the world’s leading producers committed to sustainability, biodiversity and community-driven sourcing.
A new initiative titled ‘Next in Fragrance’ brings together master perfumers, innovators and industry analysts to explore the future of global perfumery.
The gala will bring together leading figures and decision-makers from across the global beauty and fragrance sector.
It highlights eight emerging brands that combine advanced skincare, beauty technology and holistic wellness, selected by Valérie Kaminov, Founder and Managing Director of International Luxury Brand Consultancy (ILBC), for their promising potential among distributors, retailers and investors seeking the next wave of beauty innovation.
Following its strong debut last year, ‘beautyLIVE by Fresha’ returns in an expanded format with an ambition to register a Guinness World Record, through attempting the most beard shaves and trims in an hour.
He noted that new activations introduced this year, such as ‘First Editions’, the ‘Makeup Studio’, ‘Natural Notes’ and ‘Next in Fragrance’, raise the bar for creativity, engagement and inspiration.
Prominent Activations
Among the most prominent activations this year is ‘First Editions’, a launchpad for innovation located in Hall 6.
Meanwhile, the region’s most competitive nail artistry challenge ‘Nail It!’ returns with wider global participation and new creative categories, featuring professional brands including Brandi Nails, Credo and Faby.
Following its successful debut in 2024, the ‘Beauty Beginnings’ zone supports startup and SME growth in skincare, fragrance and haircare.
The first day highlights Wella R.I.S.E and its expertise in hair colouring, while the second focuses on barbering activations led by STMNT.
The platform also features the renowned Wella R.I.S.E showcase.
She was accompanied by His Excellency Helal Saeed Almarri, Director General of Dubai’s Department of Economy and Tourism.
