Beautyworld Middle East 2025 opens its doors in a few days, and it will unveil an unprecedented showcase of scent –a sensory ecosystem led by trend-setting Middle Eastern fragrance houses now shaping the global olfactory map.

According to Circana, global fragrance sales in the first half of 2025, the mass market was up by 17%, while the prestige category rose by 6%. Markets are being fueled by a 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 Middle Eastern perfume culture, anchored 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 transformation – marrying artisanal roots with international ambition.

Within the MENA region itself, fragrance is experiencing 11% annual growth, according to Euromonitor’s 2024 data. The message is clear: make-up may dominate the visuals, but fragrance now drives the growth.

The Fragrance Universe at Beautyworld

Spanning 22 halls and featuring over 2,500 exhibitors from more than 70 countries, Beautyworld Middle East 2025 cements Dubai’s position as the largest global trade platform for fragrance. 

It’s where ingredient suppliers, perfumers, brands, and retailers meet to define the future of scent.

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

“Beautyworld gives fragrance the stage it deserves. It’s not just another category — it’s the heartbeat. Through platforms like Quintessence, Signature Scent, Natural Notes and Next in Fragrance, we’re delivering a 360° showcase for perfumers, ingredient houses, and innovators alike.”

Beautyworld’s Fragrance program includes:

• Quintessence – the Art of Perfume: an exclusive enclave for the world’s most refined niche creations.
• Signature Scent: a live challenge tasking 20 of the world’s top fragrance houses to interpret the “spirit of the region” — blind-tested and voted by visitors.
• Natural Notes: a new zone spotlighting raw ingredient producers, traceability, and sustainable sourcing.
• Next in Fragrance Conference: a forward-looking forum featuring thought leaders like Alex Wiltschko, Dominique Moellhausen, Veronique Gabai and Ralph Bou Nader (Arabian Oud), tackling topics from olfactory branding to biotech scent design.

Arabian fragrance players will be in attendance at Beautyworld Middle East. Featured brands include Ajmal Perfumes, Arabian Oud, Lattafa, Armaf, and Swiss Arabian. 

Ajmal Perfumes, which has embraced the concept of a ‘fragrance wardrobe’ — offering flexible layering formats and gifting sets designed for diverse global markets.

Meanwhile, 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 on TikTok Shop sales this year, and Swiss Arabian reinforces its legacy as the UAE’s first perfume house with a dynamic new export strategy.

Beautyworld Middle East 2025 is where artisanal mastery meets global ambition, where the timeless storytelling of Arabian perfumery is translated for a new generation of consumers seeking identity through scent.

Read Next

Beautyworld Middle East Introduces a Health & Wellbeing Section

‘Makeup Studio’ Debuts at Beautyworld Middle East 2025

Beautyworld Middle East Launches ‘Next in Fragrance’ Conference