Sheikha Latifa Bint Mohammed Opens Beautyworld Middle East 2025 With Global Participation
H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority, recently opened Beautyworld Middle East. This event is the largest international trade fair for beauty products in the region. Held at the Dubai World Trade Centre until 29 October, it features over 2,500 exhibitors and expects more than 80,000 visitors from over 160 countries.
The exhibition spans 22 halls, reinforcing its status as a major global event. It supports Dubai's position as a hub for international exhibitions and conferences. The event serves as a gateway for new market opportunities that contribute to global economic growth.
Organised by Messe Frankfurt Middle East, Beautyworld Middle East is a key platform for product discovery and business expansion. It facilitates cross-border collaboration in fragrance, cosmetics, skincare, haircare, personal care, packaging, technology and wellbeing sectors.
Ravi Ramchandni, Event Director at Messe Frankfurt Middle East, stated that Beautyworld Middle East has become a global meeting point for the beauty industry. He highlighted new activations like 'First Editions’, 'Makeup Studio’, 'Natural Notes’ and 'Next in Fragrance’, which enhance creativity and engagement.
'First Editions’ is a notable activation this year located in Hall 6. It showcases eight emerging brands blending advanced skincare with beauty technology and holistic wellness. Valérie Kaminov selected these brands for their potential appeal to distributors and investors looking for innovative beauty solutions.
The 'beautyLIVE by Fresha’ platform returns with an expanded format aiming to set a Guinness World Record for most beard shaves in an hour. It also features the Wella R.I.S.E showcase with live masterclasses from top hair and beauty experts over three days.
Focus on Natural Ingredients
This year’s exhibition introduces a dedicated area for natural fragrance ingredients like rose, jasmine and oud. Developed with Resperfuma, it brings together nine leading producers committed to sustainability and community-driven sourcing.
The 'Next in Fragrance' initiative gathers master perfumers and analysts to discuss the future of perfumery. The programme includes sessions featuring over 80 speakers such as Roja Dove and Mohamed Hilal of Mohamed Hilal Group.
Celebrating Creativity and Craftsmanship
'Quintessence' returns as a flagship destination showcasing rare perfume creations. This area has doubled in size from last year and features over 100 niche brands like Xerjoff and Histoires de Parfums alongside Bohoboco, winner of the 2024 Niche Perfume of the Year Award.
The exhibition also presents 'Front Row', offering technical education through live demonstrations by international brands like ghd and Revlon. The 'Nail It!' challenge sees increased global participation with new creative categories featuring brands like Brandi Nails.
Supporting Startups and SMEs
The 'Beauty Beginnings' zone supports startup growth in skincare, fragrance and haircare sectors. It features pioneering brands such as Ki’Olal and Exoceuticals among others.
The sixth edition of the Beautyworld Middle East Awards will be held on 29 October 2025 at Conrad Hotel Dubai. The awards celebrate innovation across 17 categories including Home-Grown Brand of the Year.
With inputs from WAM
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