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 trade show 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 over 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.

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.

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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