Beautyworld Middle East unveiled a pioneering initiative for its 2025 edition: a dedicated Health & Wellbeing zone in Hall 4.

This curated, international platform explores the intersection of inner wellness and outer radiance through ingestibles, nutraceuticals, and wellness innovations. 

Featuring nine hand-picked brands, the new zone embodies the acceleration of holistic beauty trends worldwide.

Ravi Ramchandni, Show Manager, Beautyworld Middle East, said, 

“This dedicated zone is a milestone. Health & Wellbeing makes visible what the industry has long felt: beauty no longer lives only on the skin. Consumers globally are demanding solutions that support wellbeing from within. With these nine exceptional brands, we bring that movement center stage.”

The Nine Health & Wellbeing Brands

1. Feel – Stand 4-D25: UK-based Feel introduces Pro Collagen, a vegan collagen alternative (VeCollal) engineered for high absorption. 

Founded by Boris Hodakel, the brand bridges health and beauty through a clean, plant-based formula that supports skin, hair, nails, and vitality — the kind of ingestible beauty innovation gaining global momentum.

2. The Swedish Glow – Stand 4-D15: From the Netherlands, The Swedish Glow by Elin Hellqvist-Moayedi champions Scandinavian wellness. 

Its liquid supplements, including Plantique, Marine 13,000, and Nordsilk, blend purity and science to nourish skin from within. The brand exemplifies how balance and daily ritual foster authentic radiance.

3. BBODY – Stand 4-D11: Founded in Belgium by Jill Cnudde, BBODY fuses wellness and beauty through collagen and functional formulations designed for everyday vitality. 

The brand reflects a lifestyle philosophy: small, consistent habits that strengthen body and mind while enhancing glow from within.

4. Pro Labo Holdings – Stand 4-C12: Returning exhibitor Pro Labo Holdings from Japan is known for merging aesthetic science with wellness. 

Its formulations unite clinical research with beauty innovation, bridging skincare and internal health in the spirit of Japan’s preventive and holistic wellbeing culture.

5. Kiperin – Stand 4-C26: Turkish brand Kiperin brings Kiperin Berberin, a supplement supporting blood sugar regulation and metabolic balance. 

Reflecting a growing consumer focus on metabolic wellness, the brand highlights how the boundaries between health and beauty continue to blur.

6. Aeronutrix – Stand C18: From India, Aeronutrix debuts its Chicnutrix line in the UAE. Blending sports nutrition and skincare, hero products include Glow Elixir, Detox You Sheet Mask, and Block Sunscreen. 

Their formulations underscore the synergy between inner wellness and topical care for modern, active consumers.

7. Maruderm – Stand 4D27: Also from Turkey, Maruderm leads in nutraceutical dermacosmetics—combining medical-grade actives with ingestible delivery systems to support skin, gut, immune, and connective tissue health. 

Its science-led approach positions it at the forefront of beauty’s wellness frontier.

8. Nutrili – Stand 4-C22:  Dubai-based Nutrili, founded in 2021, simplifies wellness with science-backed gummy vitamins. 

At BWME, the brand debuts Mighty Metabolism, supporting energy and weight management, alongside its Beauty Collagen Shots for glowing skin and Happy Tummy probiotic gummies reflecting its inside-out beauty philosophy.

9. AetO Beauty – Stand 4-C22: Germany-based Aeto Beauty empowers a network of medical professionals, pharmacies, beauty salons, and specialty retailers by curating a portfolio of prestige global beauty and skincare brands. 

Their offering spans makeup, dermatology, anti-aging, care, perfume, and supplements, all selected to meet high-quality and innovation standards.

The Health & Wellbeing zone captures this evolution – connecting forward-thinking retailers, brands, researchers, and investors on a world stage.

Together, these perspectives capture the spirit of Beautyworld Middle East’s new Health & Wellbeing zone – a vibrant space where health, science, and beauty converge. 

Located at the heart of Hall 4, it gives visitors a focused view of how leading brands is redefining beauty from within and shaping the next era of holistic self-care.

Read Next

Beautyworld Middle East Launches ‘Next in Fragrance’ Conference 

Beautyworld Middle East Hosts 2nd Beauty Beginnings