Multiple product worlds—with endless possibilities—were a key aspect at Beautyworld Middle East 2025. The event took place October 27-29 at the Dubai World Trade Centre.

Beautyworld Middle East attracted a record-breaking 85,297 visitors this year, from 178 countries. In addition, there were more than 2,500 exhibitors showcasing the latest beauty innovations.

Distinct show floor spaces throughout the grounds included “everything beauty,” from pro salon tools to luxury fragrances, cutting-edge tech to premium packaging.

Packaging Supplier Highlights at Beautyworld Middle East 2025

Here’s a glimpse at what some packaging suppliers were featuring:

Baralan—the supplier featured two innovations at the show. DEA Airglass has an invisible piston, and its 3D printing capabilities are innovative.

Heinz Glass—the supplier debuted Sputtering, a glass treatment. The transparent finish easily adjusts to various shades of opacity.

Fedrigoni Paper—the supplier’s upcycled luxury paper was on display. 

Tesem—the supplier offered magnetic aluminum caps. The caps are sustainable and lightweight, and customizable using any type of decoration and shape.

Beauty Brand Highlights at Beautyworld Middle East 2025

Here are a few of the brands that caught our eye:

Asteri Beauty

Founder Sara Al Rashid created Asteri Beauty for the women of Arabia, to honor their heritage. Asteri Beauty’s high-performance fomulas highlight local Arabian ingredients like pomegranate essence.

The products are designed for extreme weather. The makeup’s color range compliments diverse skin shades, and formulas are for various skin types. The line is vegan and micro-plastic-free.

The packaging pays homage to Arabic calligraphy. Pressed powders, packages, and accessories, bear the words “Sisters under the stars.” Echoing the brand’s modern interpretation of heritage, the color palette draws inspiration from the desert’s hues: emerald-green, gold, brown, beige, and blue. 

Bodyguardz 

Shane Feller, founder of Bodyguardz, says his family has been in the phone case business for 20 years. He leveraged insights from the family business—combined with skincare. Feller developed of a ‘wellness phone case’ that converts harmful blue light into beneficial red-light therapy.

Research shows the need for the Bodyguardz phone case. Gen Z spends about 6 hours daily on their phone. The rest of the US population spends on average about 4 hours daily. Using this red-light screen case turns a phone habit into “skin therapy.”

FEEL 

Leading UK indie wellness brand FEEL is built on transparency in ingredient sourcing and manufacturing. Sustainability is a focus for the team at FEEL. The brand’s high-end beauty-inspired packaging is made from eco-friendly packaging solutions to reduce its carbon footprint.

FEEL’s formulas use research and clinical backing for performance claims. They include proven botanicals, good bacteria, phytonutrients, adaptogenic mushrooms and Ayurveda plant extracts. The products address menopause, hair loss, collagen-enhancing, and multivitamin solutions. FEEL offers the world’s No. 1 vegan collagen formula, the company says. 

Villa Erbatium

Marrying the K-beauty focus on ingredients and innovation with the gourmet fragrance trend, Villa Erbatium is a new Korean indie brand. The brand showcased its clean milky note-based fragrance Rice Makgeolli. It is inspired by traditional Korean makgeolli — a naturally fermented rice liquor made with steamed rice, nuruk (a natural fermentation starter), and purified water.

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Middle Eastern Fragrance Brands at Beautyworld Middle East 2025