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Organized by Messe Frankfurt Middle East, the trade fair was the region’s largest to date, with innovation from fragrance, skincare, beauty tech, packaging, personal care, and salon excellence.
December 3, 2025
By: Lianna Albrizio
Associate Editor
The 29th edition of Beautyworld Middle East 2025, organized by Messe Frankfurt Middle East, was held at the Dubai World Trade Center Oct. 27 to 29. The trade fair was reportedly the region’s largest exhibition to date.
More than 2,500 exhibitors from 68 countries took part, with total visitor attendance soaring to 85,291 from 178 countries. The figures reflect an increase of roughly 31% in international visitors compared to the figures for 2024. This year, Beautyworld Middle East 2025 expanded to include an additional six halls, bringing the total to 22. Global innovation came from fragrance, skincare, beauty tech, packaging, personal care and salon excellence.
With exhibitor numbers up more than 25% on last year’s figures, the show was a massive draw for brands, distributors, and buyers alike, with many remarking on the “exceptional” quality of engagement and strong business momentum throughout the event, officials said.
Beautyworld Middle East 2025 welcomed visitors from key markets such as the UK, USA, France, India, Italy, and Spain, alongside emerging visitor groups from Venezuela, Ecuador, Mexico, Argentina, Moldova and Costa Rica. The show recorded significant year-on-year growth in international attendance — with visitors from the USA up by 60%, the UK by 31%, France by 70%, India by 53%, Italy by 12%, and Spain by 46% compared to 2024.
“We’ve truly crossed borders,” said Ravi Ramchandni, event director, Beautyworld Middle East. “This surge underscores the influence of top-tier exhibitors participating and the growing global fascination with Middle Eastern beauty brands, which continue to attract international buyers, distributors, and trendsetters to Dubai — now firmly established as a global hub for beauty innovation and trade.”
Organizers say the show’s growth parallels the region’s expanding influence in the global beauty market. Per BeautyMatter’s Middle East Market Report, the MENA beauty and personal care industry is forecast to reach around $60 billion by 2025, driven by consumer demand for premium experiences and innovation. Beautyworld Middle East continues to serve as what officials call the “key conduit” connecting international brands to these fast-growing markets.
The debut Next in Fragrance & the Next in Beauty Conferences united over 150 global experts across 52 sessions, visionary founders and emerging brands to discuss innovation, sustainability and the evolving consumer landscape.
Natural Notes – a new zone dedicated to sustainable and nature-derived fragrance ingredients – showcased nine natural ingredient players, collectively underscoring the global shift towards clean, green and conscious perfumery.
Quintessence expanded to include over 100 brands, marking its largest edition to date. The growth reflects the rising global appetite for niche perfumery, driven by consumers seeking individuality, craftsmanship and olfactory storytelling that transcend mainstream trends. Making its highly anticipated first appearance at Beautyworld Middle East, Italian luxury fragrance house Xerjoff unveiled its UAE Exclusive Collection, a line of seven perfumes created as a tribute to the nation.
BeautyLIVE by Fresha featured live demonstrations and international talent across haircare, aesthetics, and salon innovation from brands such as Wella and Dyson — highlighted by SMNT’s Guinness World Record, where 48 barbers from the GCC and Lebanon completed 190 beard trims in one hour, creating a new record category in the process.
Makeup Studio made its debut with masterclasses by global names Hung Vanngo, Nikki Wolff, and Bassam Fattouh, merging international artistry with regional creativity.
Beauty Beginnings returned for its second year, spotlighting 18 breakthrough SME and start-up beauty brands from across the globe. Standout participants included Remilia, Voir Hair, High on Love, Ki’Olal, and Mann Skincare — a male grooming brand born in Dubai that went on to win “Male Grooming Product of the Year” at the Beautyworld Middle East Awards 2025 for its Resurfacing Peel.
First Editions was another new section this year. Also brought about in collaboration with ILBC, it featured six emerging global beauty brands making their MENA debut. Some of them included brands like Juara, Instytutum and Day+, which also ended up winning the “Personal Care Product of the Year” award for its UV Drops SPF 50.
The Beautyworld Middle East Awards 2025 celebrated the best in innovation, talent and creativity across multiple categories, from packaging and sustainability to fragrance creation and salon excellence. The gala brought together international brands, formulators, and influencers to honor outstanding achievements shaping the future of the beauty industry.
The winners across the 17 categories are as follows:Niche Fragrance of the Year – Caden, Oman LuxuryPopular Fragrance of the Year – Yum Bougee Marshmallow | 81 Eau de Parfum Intense, KayaliMedia Campaign of the Year – Ube Collection, Huda BeautyHair Product of the Year – Living Proof PHD Dry Shampoo, Beauty Solutions TradingHair Styling Device of the Year – GHD Chronos Max, Nazih GroupSkincare Product of the Year – Phyto AOX Facial Oil No 10, Topical SkinMale Grooming Product of the Year – Resurfacing Peel, MÄNN SkincarePersonal Care Product of the Year – UV Drops SPF50, Day+Cosmetic Product of the Year – Easy Bake Setting Spray, Huda BeautyNail Product of the Year – Artistic Base Coat – Reactive Bonder, Nazih GroupInnovative Packaging of the Year – Laverne X Georgina Rodriguez – Sense Perfume, LaverneLuxury Packaging of the Year – Fanscentic, Mercury Global PackagingConscious Brand of the Year – Lush Fresh Handmade CosmeticsNewcomer Brand of the Year – HaanHomegrown Brand of the Year – OjarRetailer of the Year – BeautiqueTechnology of the Year – Olfactory Intelligence, OSMO
The Lifetime Achiever Award went to Jacques Cavallier-Belletrud, Master In-House Perfumer at LVMH, to recognize his extensive career as one of the leading experts in the luxury fragrance field. In Jacques absence, the award was received on his behalf by Jérôme Viaud, the Mayor of Grasse, who is also a prominent figure in the French fragrance industry.
The Signature Scent Competition united 16 leading fragrance houses from around the world, each crafting a bespoke scent exclusively for the 2025 show. Through an immersive AirParfum experience, visitors voted for their favorite creation, culminating in the crowning of Spanish fragrance house EMSA as the winner with its Middle Eastern-inspired scent, Lumière D’Orient — a masterpiece crafted by perfumer Marc Cuesta, now named the official fragrance of Beautyworld Middle East 2025.
The next edition of Beautyworld Middle East will take place Oct. 6-8, 2026 at the Dubai World Trade Center.
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