Beautyworld Middle East 2025, which took place October 27-29, at the Dubai World Trade Centre, proved to be “an event of great proportion” and designated the most populous city in the United Arab Emirates as “the global capital of the beauty and wellness industry.” The event drew more than 2,500 exhibitors, while visitor attendance reached 85,297 from 178 countries (an increase of almost 31% in international visitors compared to the figures for 2024). 

Immersive experiences, live showcases, and engaging educational conferences added to its global appeal. Show organizers declared the event “the most international and influential edition in the show’s 29-year history.” 

International Reach

Organized by Messe Frankfurt Middle East, Beautyworld Middle East 2025 expanded to include an additional six halls, bringing the total to 22 halls packed with global innovation—from fragrance and skincare to beauty tech, packaging, personal care, and salon excellence—making it the largest beauty exhibition ever staged in the region.

“This year’s edition wasn’t just about size—it was about international reach,” said Ravi Ramchandani, Event Director, Beautyworld Middle East. “We’ve truly crossed borders.”

Beautyworld Middle East 2025 welcomed visitors from around the world, including 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 tradeshow 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.

“This surge,” said Ramchandani, 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.”

With exhibitor numbers up more than 25% on last year’s figures, the show was popular with brands, distributors, and buyers alike, with many remarking on the exceptional quality of engagement and strong business momentum throughout the event.

Trend Spotting at Beautyworld Middle East 2025

From packaging standouts to new brands, innovation ran rampant. 

Multiple product worlds—with endless possibilities—were a key aspect at Beautyworld Middle East 2025. The event, which took place October 27-29, at the Dubai World Trade Centre, drew more than 2,500 exhibitors, while visitor attendance reached 85,297, from 178 countries

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

Packaging Suppliers

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

• Baralan was showing two innovations at the show: DEA Airglass with an invisible piston and 3D printing.
• Heinz Glass debuted Sputtering, a glass treatment in which the finish is transparent and can be adjusted to various shades of opacity.
• Fedrigoni Paper featured upcycled luxury paper. 
• Tesem offered magnetic aluminum caps that are sustainable and lightweight, but can have any deco/shape.

Beauty Brand Highlights

1. Asteri Beauty: Founder Sara Al Rashid created the brand for the women of Arabia while honoring the heritage. Products feature vegan, microplastic-free, high-performance makeup designed for extreme weather and a diverse range of skin types and colors, using local ingredients such as pomegranate essence. The packaging pays homage to Arabic calligraphy graces, pressed powders, packages, and accessories, bearing 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. 
2. Bodyguardz: Founder Shane Feller’s family has been in the phone case business for 20 years allowing him to leverage insights leading to the development of a ‘wellness phone case’ that converts harmful blue light into beneficial red-light therapy. With Gen Z’s spending about 6 hours daily on their phone, while the rest of the US population spends on average about 4 hours daily on their hand devices, this habit becomes skin therapy with the use of the red-light screen case. 
3. FEEL: leading UK indie wellness brand FEEL is built on transparency—ingredient sourcing and manufacturing, as well as sustainability for the high-end beauty-inspired packaging made from eco-friendly packaging solutions to reduce carbon footprint. Using research and clinical backing for performance claims, the formulas pair proven botanicals, good bacteria, phytonutrients, and adaptogenic mushrooms and Ayurveda plant extracts in their collagen, menopause, hair loss, and multivitamin solutions, including the world’s No. 1 vegan collagen formula. 
4. Villa Erbatium: Marrying the K-beauty focus on ingredients and innovation with the gourmet fragrance trend, this new Korean indie brand was showcasing their clean milky note-based fragrance Rice Makgeolli, which is inspired by traditional Korean makgeolli—a naturally fermented rice liquor made with only three ingredients: steamed rice, nuruk (a natural fermentation starter), and purified water.

A Global Celebration of Beauty and Innovation

The 2025 edition marked a major shift in positioning, from a regional showcase to a fully international summit of ideas, artistry, and opportunity. Global attendance surged across all show sectors, with strong representation from Asia, Europe, and the Americas joining an already robust GCC contingent.

The show’s expanded format introduced new and enhanced features that reflected this international focus:

• The debut Next in Fragrance & the Next in Beauty Conferences brought together 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. It 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 remarkable 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 captivating line of seven perfumes created as a tribute to the nation.
• BeautyLIVE by Fresha returned bigger than ever, featuring 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. Among the standout participants were 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 in 2025. 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 their UV Drops SPF 50.

Middle Eastern Fragrance Brands Shine at Beautyworld Middle East 2025

Arabian fragrances are having much more than ‘a moment.’

One key highlight of Beautyworld Middle East 2025 was its ‘unprecedented’ showcase of scent, led by trend-setting Middle Eastern fragrance houses that are shaping the global olfactory map. With exotic scents and lavish packaging, Arabian fragrance has earned the global spotlight. 

Global fragrance sales data from Circana reveals that in the first half of 2025, the mass market was up 17%, while the prestige category rose by 6%, concluding that markets are being fueled by “significant demand” for Arab-inspired perfumes. Underscoring this, data from Spate shows that TikTok and Google searches for “Arabian perfume” have grown by over 60% in 2025.

The region’s perfume culture, based in craftsmanship and heritage, is evolving into a modern powerhouse. Names like Amouage, Kayali (a finalist in the BWME 2025 Awards), Lattafa, and Armaf are leading the way, combining “artisanal roots with international ambition.”

Arabian Oud continues to bridge heritage with expansion, while Lattafa and Armaf push into Western markets with influencer-driven campaigns that have helped grab the first and second spots in TikTok Shop sales this year, and Swiss Arabian reinforces its legacy as the UAE’s first perfume house with a dynamic new export strategy.

Lattafa has already seen significant international success, marked by its recent takeover of the Iron 23 building in New York for a “Bite Me Bakery” pop-up inaugurating its new Give Me Gourmand fragrance collection.

Within the Middle East and North Africa region, fragrance reached an 11% annual growth, according to Euromonitor’s 2024 data. 

A Show Within a Show: The Fragrance Universe at Beautyworld

Spanning 22 halls and featuring over 2,500 exhibitors from more than 70 countries, Beautyworld Middle East 2025 cemented Dubai’s position as the largest global trade platform for fragrance. Ingredient suppliers, perfumers, brands, and retailers gathered to define the future of scent. At its core was a robust, multilayered education program.

“Beautyworld gives fragrance the stage it deserves,” says Ravi Ramchandani, Show Manager of Beautyworld Middle East. “It’s not just another category—it’s the heartbeat. We delivered a 360° showcase for perfumers, ingredient houses, and innovators alike.”

Staying Ahead of the Curve

Among the regional luminaries is Ajmal Perfumes, which has embraced the concept of a ‘fragrance wardrobe’—offering flexible layering formats and gifting sets designed for diverse global markets. As Amandine Nikuze, Vice President of Perfumery at Ajmal, explains, “It requires us to stay closely attuned to evolving consumer preferences and retail dynamics to keep Ajmal ahead of the curve.”

Industry Insight Meets Business Momentum

Beautyworld Middle East 2025 paralleled the region’s expanding influence in the global beauty market. 

“We’ve seen extraordinary momentum—not just from the Middle East but globally,” said Ramchandani. “From fragrance to packaging to emerging tech, Beautyworld Middle East 2025 has shown that Dubai is now the global heartbeat of beauty innovation.”

Fragrance, Fragrance, Fragrance 

As the region continues to lead and influence the international fragrance industry, Beautyworld Middle East’s Signature Scent Competition brought together 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.

Up Next

The next edition of Beautyworld Middle East will take place October 6-8, 2026, at the Dubai World Trade Centre.

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