Kicking off October 27 through October 29 at the Dubai World Trade Centre, this year’s show includes several new elements to address the industry’s biggest trends, including:
- “Next in Fragrance” Conference: For the first time, there is a dedicated conference track focused on fragrance innovation. It will involve live demonstrations, brand & perfumer presentations, and networking for fragrance professionals.
- Natural Notes Zone: A new area spotlighting sustainability in fragrance, produced in partnership with Resperfuma, featuring natural ingredient producers + fragrance houses.
- The Makeup Studio: A brand-new live demo area for top makeup artists, skin care/beauty specialists and brands to showcase work in real time. Featured artists include Hung Vanngo October 27, Bassam Fattouh on October 28, and Nikki Wolff on October 29.
- Beauty Beginnings (expanded): The zone dedicated to emerging & niche brands returns with a curated selection of ~18 international brands for 2025, giving them a platform in the Middle East & North Africa [MENA] region.
- Beautyworld Middle East Awards (6th edition): The awards ceremony returns and now celebrates 17 categories of excellence across the region
- Health & Wellbeing: This curated, international platform explores the intersection of inner wellness and outer radiance through ingestibles, nutraceuticals, and wellness innovations. Featuring eight hand-picked brands, the new zone embodies the acceleration of holistic beauty trends worldwide.
Several converging forces are driving the beauty market in the Middle East. According to a recent market report from Beautyworld in collaboration with BeautyMatter, the MENA beauty and personal care market is valued at approximately $46 billion and is projected to reach $60 billion by the end of 2025. A compound annual growth rate of about 12 % through 2027 has been forecast for the region, which is well above the global average. Key growth drivers include a young, digitally‑connected population (under‑30s make up around 55 % of the region) who are enthusiastic about beauty, wellness and self‑care. Rising disposable incomes, urbanization, and an expanding expatriate community which widen the consumer base is also catapulting beauty. Finally, a shift in consumer values towards clean, sustainable, gender‑inclusive, and personalized beauty products are gaining traction. For example, clean beauty in the Gulf Cooperation Council is projected to reach $2.6 billion by 2025.
In short, whether you’re a brand seeking to scale into the region, a distributor hunting for new talent, or a beauty professional eager to learn about sustainability, clean beauty, fragrance innovation or retail shifts — the show promises to be rich in content. With the region’s beauty market expanding rapidly, the timing is ripe.
