Sheikha Latifa Inaugurates 29th Edition of Beautyworld Middle East, the Region’s Largest Beauty and Wellness Trade Fair

Dubai, The Gulf Observer: H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority (Dubai Culture), on Monday inaugurated Beautyworld Middle East 2025, the largest international trade fair for beauty products, hair, fragrances, and wellbeing in the Middle East.

Held at the Dubai World Trade Centre until 29 October, the exhibition features more than 2,500 exhibitors and is expected to welcome over 80,000 visitors from more than 160 countries—marking the most international edition in the event’s 29-year history.

During her tour of several national and international pavilions, H.H. Sheikha Latifa was briefed on 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.

Spanning 22 exhibition halls, Beautyworld Middle East reaffirms Dubai’s position as a leading global destination for major international exhibitions and conferences, serving as a gateway for new market opportunities that contribute to global economic growth.

Organised by Messe Frankfurt Middle East, the event remains the region’s premier platform for product discovery, business expansion, and cross-border collaboration across the beauty, fragrance, skincare, personal care, packaging, technology, and wellbeing sectors.

Ravi Ramchandni, Event Director at Messe Frankfurt Middle East, said that Beautyworld Middle East has evolved into “the global crossroads of the beauty industry, where trends are created, partnerships are formed, and international creativity meets the influence of the Middle East.” He noted that new activations introduced this year—such as First Editions, Makeup Studio, Natural Notes, and Next in Fragrance—raise the bar for innovation and engagement.

Among the highlights, First Editions in Hall 6 serves as a launchpad for eight emerging brands combining advanced skincare, beauty technology, and holistic wellness, curated by Valérie Kaminov, Founder and Managing Director of the International Luxury Brand Consultancy (ILBC).

Returning in an expanded format, beautyLIVE by Fresha aims to set a Guinness World Record for the most beard shaves and trims in an hour. The platform also hosts the renowned Wella R.I.S.E showcase and a series of live masterclasses led by world-renowned hair and beauty experts, featuring collaborations with Dyson, STMNT, and International Hairdresser of the Year Jorge X.

The event also welcomes leading global makeup artists Hung Vanngo, Bassam Fattouh, and Nikki Wolff, who will conduct exclusive sessions exploring celebrity aesthetics, editorial techniques, and cultural artistry trends, supported by major international cosmetics brands.

For the first time, a dedicated space for natural fragrance ingredients—developed in collaboration with Resperfuma—brings together nine leading global producers of sustainable and community-sourced raw materials such as rose, jasmine, argan, oud, patchouli, and citrus.

The new Next in Fragrance initiative gathers master perfumers, innovators, and analysts for 26 sessions featuring over 80 speakers, including keynote addresses by Roja Dove and Mohamed Hilal, Founder and CEO of Mohamed Hilal Group.

Quintessence, one of the exhibition’s flagship sections, returns in an expanded format, featuring more than 100 niche perfume houses 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 showcase Front Row, the hub of technical education and creative inspiration, through daily live demonstrations by brands such as ghd, Revlon, Guinot, Brazilian Secrets, and It’s a 10 Haircare. The Nail It! competition also returns, featuring broader international participation and new creative categories.

Following its successful debut in 2024, the Beauty Beginnings zone supports startup and SME growth in skincare, fragrance, and haircare, featuring 18 pioneering brands including Ki’Olal, Exoceuticals, High on Love, CO2 Lift, BodyGuardz, MÄNN Skincare, and Remilia.

The three-day event will culminate in the sixth edition of the Beautyworld Middle East Awards on 29 October 2025 at the Conrad Hotel Dubai. The gala will celebrate innovation, creativity, and leadership across 17 categories, including Home-Grown Brand of the Year, Popular and Niche Fragrance of the Year, and Conscious Brand of the Year, bringing together global leaders from the beauty and fragrance industry.