Dubai to host region’s largest beauty industry trade fair


A consortium of international, regional and local cosmetic brand distributors and service companies are readying to launch a multitude of new-to-market products at this year’s Beautyworld Middle East, the Arab world’s largest international beauty and wellness trade fair. The three-day exhibition will run from Oct. 5 to 7 at Dubai World Trade Centre (DWTC).

With the sector predicted to grow by 12.7 percent and reach a value of $58.3 billion by 2025, international exhibitors will line up at the 25th edition of Beautyworld Middle East in seven product segments: Cosmetics and skincare; hair, nails and salon supplies; machinery, packaging and raw materials; fragrance compounds and finished fragrance; personal care and hygiene; natural and organic; and beauty technology, a brand-new segment.

The Middle East’s buoyant beauty and personal care sector is influenced by several factors, including a high level of disposable income, demand for ethical products and the rise of tech in beauty, all of which will be highlighted at the exhibition.

The event’s newest segment, beauty technology, will highlight beauty brands’ wider incorporation of technology to improve and enrich the retail experience for digital savvy consumers.

“Over the past few years there has been a rapid adoption of technology in the beauty sector, which is changing the face of how consumers engage with companies and products,” said Elaine O’Connell, show director for Beautyworld Middle East, which is organized by Messe Frankfurt Middle East.

“The ongoing transformation of beauty brands’ interactions and engagement with customers is also driven by a strong desire for personalized beauty solutions. Consumers’ preferences for products tailored to their self-care and wellness needs have soared during the pandemic and brands are reacting to this collective desire to look healthier and feel happier,” added O’Connell.

The continuous rise in personalization and the surging regional demand for natural and organic cosmetics will also be highlighted at the show. According to statistics published by Euromonitor International, the event’s knowledge partner, natural, sustainable, and ethical beauty products will be a key growth driver for the Middle East’s beauty and personal care market.

In line with its ethos as an inclusive cosmetics trade show, Beautyworld Middle East will also spotlight the region’s rapidly maturing male grooming market, which Euromonitor International forecasts will achieve a CAGR of 11.5 percent by 2025.

In addition to an annual awards show, competitions and live demonstrations on stage, the event will also feature Quintessence, a dedicated segment for the industry’s top niche fragrances; Nail It!, a nail air competition; and Front Row, providing live hair and makeup demonstrations.