All press releases

Beautyworld Middle East 2016 comes to spectacular end

22 May 2016

Region’s premier beauty and wellbeing showcase registers 26 per year-on-year increase in visitor numbers

Dubai, UAE:  Beautyworld Middle East 2016 came to a spectacular end in Dubai, with record exhibitor and visitor participation underscoring the glowing Middle East and African market for beauty and personal care.

The 21st edition of the region’s largest international beauty and wellness trade show featured 1,530 exhibitors from 60 countries, and attracted 37,553 visitors from 135 countries.

The massive 26 per cent year-on-year jump in visitors and nine per cent increase in exhibition space comes as the Middle East and Africa (MEA) forges ahead as the world’s fastest growing market for fragrances, haircare, colour cosmetics, skincare, men’s grooming, spa and wellness.

Valued at US$25.4 billion in 2015, the MEA’s beauty and personal care market is estimated to grow 6.4 per cent over the next five years according to analysts Euromonitor, reaching US$34.7 billion by 2020.

The impressive growth helps explain the buzz of activity right up to the last minute at the three-day Beautyworld Middle East event, before the doors finally closed on 17th May 2016 at the Dubai International Convention and Exhibition Centre. 

“Beautyworld Middle East 2016 has been hugely successful, drawing in a record number of visitors to meet new suppliers, experience new products, and draw inspiration from the latest trends and innovations that are rocking the global beauty and wellness market,” said Ahmed Pauwels, CEO of the show’s organiser Messe Frankfurt Middle East.  “There’s no other place in the world where there’s such a diverse mix of exhibitors and visitors, all under one roof, at one time.”

The international flavour of Beautyworld Middle East 2016 was underlined by 22 country pavilions, including a Brazilian pavilion of 25 companies that expect to generate more than US$13 million worth of business as a direct result of exhibiting at the show.

Gueisa Silvério, the Brazilian Pavilion representative, added deals closed during the event were worth a combined US$2.6 million:  “This is the region’s most respected trade show, so we are pleased with the results our companies have achieved, and even more so in knowing that each and every one of them plans to return in 2017,” said Silvério.

Beautyworld Middle East focuses on the product groups of Cosmetics & Skincare; Hair, Nails & Salon Supplies; Fragrance; Machinery, Packaging & Raw Materials; and Professional Equipment & Spa.

With more than 200 exhibitors, Fragrance was spearheaded by the world’s leading fragrance creation houses such as Givaudan, Mane, Robertet, CPL Aromas, Iberchem, LUZI, and Eurofragance.

UK-based European Flavours & Fragrances (EFF) was also out in force, where its Global Creative Director Mark Buxton said there’re opportunities available for all companies: “The cake is so large, there’re so many potential clients and fragrance houses in the Middle East,” said Buxton, one of the world’s foremost perfumers, who has worked with the likes of Givenchy, Paco Rabanne, Versace, and Cartier.

“The market is growing fast, and there’s a lot of money here. It’s important for us to be at Beautyworld Middle East, firstly to be in direct contact with our existing clients, exchange ideas, and present some new creations, but also to meet new clients. The show is very impressive.”

Cosmetics & Skincare is the largest section at Beautyworld Middle East, and featured more than 600 exhibitors in 2016, including L’Oréal, one of the world’s largest cosmetics companies. The French powerhouse was a debut exhibitor, showcasing its NYX Professional Makeup range.

Mohammed Bouarib, Product Manager for the NYX Consumer Product Division at L’Oréal Middle East, said the popularity of NYX coincided with the rise of digital throughout the Gulf region: “We work with a lot of bloggers, and this is something very fundamental for NYX,” said Bouarib.

“The NYXArabia Instagram account, which launched in August last year, has 365,000 followers, and the bloggers we work with have a potential reach of between 8-10 million followers.  Consumers in the Middle East are big fans of makeup and they have huge potential with bloggers.  NYX enables everyone to be their own makeup artist.”

Spanning 53,000sqm, Beautyworld Middle East 2016 featured eight special events, more than 60 product launches, and a two-day Business and Beauty Summit.

One of the highlights was Centre Stage by Nazih Group – a three-day educational showcase of the latest beauty and fashion trends, where celebrity hair colourist Tracey Cunningham headlined a star act of stylists for Olaplex, a hair strengthening and bond building treatment.

Meanwhile, the inaugural Battle of the Barbers pitted the UAE’s superstar male grooming technicians against each other in a boxing ring setting over two days of intense competition.  Two coveted titles were up for grabs: the UAE’s Best Barber, won by Sunil Ub from Hommage DIFC, and the UAE’s Best Shave, won by Cherif Raissi from 1847.

Other debut features included Quintessence – the art of perfume, where ten hand-picked niche perfumes were on display; a Trend Forum sharing the latest beauty packaging and consumer trends; and the Wall of Beauty, presenting a photo collage of stunning works from the region’s talented hair, nail, and make-up professionals.

Beautyworld Middle East 2016 also featured an Organic and Natural Pavilion, where only the greenest products were on display, while returning popular features included Hair Education by ghd, Nail It! By OPI, and the Fragrance Station.

The 22nd edition of Beautyworld Middle East returns from 14-16 May 2017 at the Dubai International Convention and Exhibition Centre.  More information is available at: