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Leading beauty and personal care brands converge in Dubai for Beautyworld Middle East 2021

4 Oct 2021

World’s leading cosmetics, fragrance companies under the spotlight at region’s first in-person international beauty trade show

Dubai, UAE: The world’s leading cosmetics and fragrance companies will gather in Dubai for the 25th edition of Beautyworld Middle East, the Arab world’s largest international beauty and wellness trade fair, from 5th to 7th October 2021 at Dubai World Trade Centre (DWTC).

Bringing together exhibitors and game-changers from 52 countries, Beautyworld Middle East is set to feature 17 dedicated pavilions, displaying the latest in the beauty industry, making it the first truly international beauty event of the year. New participating countries include Azerbaijan, Ghana, Hungary, Philippines, Serbia and Syria, amongst others.

“The cosmetics industry has gone through a lot of changes in the past year following the Covid-19 pandemic, and we are proud to underline the resilience of the industry as we return this year with an in-person celebration of beauty at the 25th edition of Beautyworld Middle East, showcasing the latest trends in skin care, makeup, hair care, fragrance, beauty tech, and more,” said Elaine O’Connell, Beautyworld Middle East’s Show Director.

Launching a multitude of new-to-market products, the 25th edition of Beautyworld Middle East will showcase seven product segments: Cosmetics & Skincare; Hair, Nails & Salon Supplies; Machinery, Packaging & Raw Materials; Fragrance Compounds & Finished Fragrance; Personal Care & Hygiene; Natural & Organic; and Beauty Technology, a brand-new segment.

A highly anticipated line-up of events is also primed to commence throughout the three-day schedule, which would put focus on three key narratives: Rethink, Reinvent and Rediscover.



The upcoming edition will bring fresh thinking, new insights, and elevated business strategies to the fore, as reflected in the show’s ‘Next in Beauty Conference’ programme, which will run across all show days, and focus on key topics such as Innovation, Market Trends, and Business in the Middle East.

Some the industry’s most influential personalities will lead beauty conversations at the conference, including Haifa Addas, Founder and CEO of Instaglam; Amna Abbas, Beauty and Fashion Consultant for Euromonitor International UAE; Samira Olfat, founder of Samira Olfat Cosmetics; Mette Haxthausen, Managing Director for Sisters Beauty Lounge; Dennis Giezeman, Co-founder and Chief Brands Officer for Light Tree Ventures; Nick Vinckier, Head of E-Commerce Development at Chalhoub; and Richard McKeon, CEO and Editor-in-Chief for the Beauty Business Journal.



Beautyworld Middle East’s brand-new segment, Beauty Tech, will showcase all the latest industry innovations, beauty solutions and game-changers as ‘contactless’ and ‘virtual applications’ take centre stage following the pandemic.

Visitors will be able to interact first-hand with companies showcasing a spectrum of the latest technologies, from customised skincare devices (pods), AI-driven skincare, and haircare analysers (smart combs) to beauty apps, virtual mirrors, skin mapping devices and more.



In celebration of the 25th anniversary edition, 16 of the top international fragrance houses come together at Beautyworld Middle East to create their own interpretation of a signature scent for Beautyworld Middle East, and visitors to the show will have the opportunity to sample these interpretations and help make history by voting for what they feel most captures the essence of the region’s largest international beauty trade show.

The winning fragrance house will scent a section of Beautyworld Middle East in 2022, a fitting celebration of the show’s continued success.



Furthermore, Beautyworld Middle East is armed and ready to engage all visitors with a full itinerary of events, from olfactory experiences through ‘A World of Scents’, curated by Iberchem and showcased at different locations throughout the show; ‘Quintessence’, an exclusive platform devoted to niche fragrances with some of the world’s most unique brands and creators; and ‘Front Row by Nazih Group’, primed to educate and entertain with a complete programme of live demonstrations, including barber showcases, product demonstrations, and expert talks throughout the three days.



In addition to an exciting line-up of events, the industry’s crème of the crop will also be named at the Beautyworld Middle East Awards on 5th October held at The Ritz Carlton DIFC.

Across 190 entries, 57 finalists emerged to contest amongst 13 categories, including Best Marketing Campaign of the Year; Innovation of the Year; Natural Product of the Year; Niche Product of the Year; Breakout Star of the Year; and more.

Beautyworld Middle East 2021 will take place with thorough health and safety measures in accordance with official government, local authority guidelines, and the Dubai World Trade Centre venue.  More information is available on the show’s website and at