H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum inaugurated Beautyworld Middle East, the region’s largest international trade fair for beauty, hair, fragrance, and wellbeing, at the Dubai World Trade Centre.
Running until 29 October, the 29th edition features over 2,500 exhibitors and is expected to attract more than 80,000 visitors from 160 countries.
During her visit, H.H. Sheikha Latifa toured country and international pavilions, exploring the latest products and innovations shaping the global beauty industry. She was accompanied by His Excellency Helal Saeed Almarri, Director General of Dubai’s Department of Economy and Tourism. The exhibition spans 22 halls, highlighting Dubai’s growing role as a hub for international business and trade exhibitions.
Organised by Messe Frankfurt Middle East, Beautyworld Middle East offers a platform for product discovery, business expansion, and cross-border collaboration across cosmetics, skincare, haircare, packaging, technology, and wellbeing. New activations this year include ‘First Editions’, showcasing emerging brands, ‘Makeup Studio’, ‘Natural Notes’, and ‘Next in Fragrance’, which bring innovation, sustainability, and creativity to the forefront.
The event also features ‘beautyLIVE by Fresha’ attempting a Guinness World Record in beard shaves, the Wella R.I.S.E hair showcase, and live masterclasses by top international experts. Celebrity makeup artists Hung Vanngo, Bassam Fattouh, and Nikki Wolff are presenting exclusive sessions.
For the first time, the exhibition dedicates a space to natural fragrance ingredients, developed in collaboration with Resperfuma, and introduces ‘Next in Fragrance’ to explore future trends in perfumery. The expanded ‘Quintessence’ area features over 100 niche perfume brands, while ‘Front Row’ and ‘Nail It!’ offer technical education and creative competitions.
The exhibition also supports startups and SMEs through the ‘Beauty Beginnings’ zone. The sixth Beautyworld Middle East Awards will conclude the event on 29 October, celebrating excellence across 17 categories in innovation, creativity, and leadership in the global beauty sector.
News Source: Emirates News Agency
