• Region’s largest beauty and wellness trade fair, which took place earlier last month, attracted over 52,000 visitors from 139 countries

Dubai, UAE: Organisers of the 26th edition of Beautyworld Middle East, the region’s largest international trade fair for beauty, hair, fragrance, and wellbeing, have hailed the recent three-day show at Dubai World Trade Centre as the most successful in the event’s history.

This year’s Beautyworld Middle East, which took place on the 31 Oct – 2 November, played host to a consortium of leading international, regional, and local exhibitors and beauty industry game-changers from 66 countries, featuring 27 dedicated country pavilions, and displaying the latest products, services, and technology.

And Flyn Roberts, Show Director at event organisers Messe Frankfurt Middle East, said now that the dust has settled, it is clear that this year’s show raised the bar once more on what the region’s leading beauty industry trade show represents.

“Beautyworld Middle East 2022 was without doubt our biggest and best edition yet,” said Roberts. “With so many people – both visitors and exhibitors – engaging over the three days, it really demonstrated the growth of the beauty industry within this region. This was our most successful, best-attended, and most innovative show since the event first started 26 years ago. Now the focus turns to next year and continuing to champion the influence and opportunity for the business of beauty here in the Middle East.”

  Abdul Mateen Dhamma, founder and CEO of Dhamma Perfumes, was just one of a host of returning exhibitors at this year’s event. Dhamma Perfumes have been attending for the past decade and a half and can easily recognise the evolution. “This is our 16th year at the show, and it has always been a pleasure to be a part of Beautyworld Middle East,” he said. “We initially came to Beautyworld Middle East with a B2C focus; we would find potential customers at the show and touch base with them after the show was over.

“However, over the past years, Beautyworld Middle East has not only attracted various buyers and customers from the region but has made Dubai the global hub for upcoming fragrances, beauty tech and skincare. The show has also consistently proven to be beneficial for our brand, portraying significant year-on-year growth.”

This year’s event attracted more than 52,000 visitors from 139 countries, cementing its position as the largest international beauty trade expo in the area. Demonstrating its significant growth over 26 years of achievement, the 2022 iteration emphasised cutting-edge innovations and highlighted new trends and technologies.

“This is my first time at the show and I’m visiting as an aspiring makeup artist within the region,” said student Saira Khamis. “I flew in from Lebanon to attend the show and have heard from some of the leading experts in the industry over the past three days. Beautyworld is far more than what meets the eye, and this has been an enriching experience. From skincare to haircare, nail care and beyond – I will definitely be returning to attend the show again next year.”

This year at Beautyworld Middle East, British fragrance sensation Jo Malone headlined the ‘Next in Beauty’ Conference. In front of a packed house of standing room only, she shared her motivational tale of artisan beginnings and international success, followed by a live demonstration of her brand-new "Fragrance Tapas" experience.

For the second time in the exhibition's history, 16 top worldwide fragrance companies were challenged to design and create their own interpretation of a bespoke scent, inspired by the essence of the region.

Visitors were able to cast their vote in a blind sampling, with the winner, Cyber Blend by Benoît Vittet, Head of Perfumery at Jean Niel Sas, crowned the winner after coming in second at last year’s inaugural Signature Scent competition.

Also, for the first time at Beautyworld Middle East was international exhibitor MINE. CEO Mila Kirk revealed attending the show has been on her radar since the company was first founded. “It’s been such an incredible experience,” said Kirk. “Within the first couple of hours, our stand had hosted interest from numerous potential customers and business partners, providing us with the confidence of the product establishing itself in the MENA region. We look forward to returning next year, bigger and better!”

Organised by Messe Frankfurt Middle East, Beautyworld Middle East featured seven distinct product segments: Cosmetics & Skincare, Fragrance Compounds & Finished Fragrance, Hair, Nails & Salon Supplies, Machinery, Packaging & Raw Materials, Personal Care & Hygiene, Natural & Organic and Beauty Tech, which showcased all the latest industry innovations and beauty solutions.

The show also hosted the Beautyworld Middle East Awards, which received more than 150 entries and celebrated both local and international beauty brands across 13 categories, including Homegrown Brand of the Year, Digital Marketing Campaign of the Year, Cult Classic of the Decade, Consumer Fragrance of the Year, and more.

Beautyworld Middle East will return to Dubai World Trade Centre next year, from October 30 to November 1, 2023. For more information, visit  https://beautyworld-middle-east.ae.messefrankfurt.com/dubai/en.html.

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Background information on Messe Frankfurt

Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. The Messe Frankfurt Group employs around 2,500* people in a total of 30 subsidiaries. The company generated annual sales of approximately €250* million in 2020 after having recorded sales of €738 million the previous year. Even in difficult times caused by the coronavirus pandemic, we are globally networked with our industry sectors. We have close ties with our industry sectors and serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of the Group’s key USPs is its closely knit global sales network, which extends throughout the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are expanding our digital expertise with new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services. Headquartered in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent). For more information, please visit our website at: www.messefrankfurt.com  * preliminary figures 2020

About Messe Frankfurt Middle East

Messe Frankfurt Middle East’s portfolio of 16 exhibitions includes Automechanika Dubai, Automechanika Riyadh, Beautyworld Middle East, Beautyworld Saudi Arabia, Hardware + Tools Middle East, Hypermotion Dubai, Intersec, Intersec Saudi Arabia, Gifts & Lifestyle Middle East, Light Middle East, Materials Handling Middle East, Materials Handling Saudi Arabia, Middle East Cleaning Technology Week, Paperworld Middle East, Prolight + Sound Middle East, and SPS Automation Middle East.  The subsidiary also organises a series of conferences and seminars including Digital Next, Think Light, and the International Conference on Future Mobility.  For more information, please visit our website at www.messefrankfurtme.com

Kate McGinely
kate.mcginely@uae.messefrankfurt.com
www.ae.messefrankfurt.com 
www.beautyworldme.com