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European and Asian beauty brands lead global presence

27 Apr 2017

France, Spain, Italy and Korea among top ten exhibiting countries at region’s premier beauty and wellness trade fair

Dubai, UAE: Strong representation from European and Asian beauty brands will be a key feature at the upcoming Beautyworld Middle East exhibition in Dubai, as the lucrative regional market continues to draw in big names from the industry.

France, Italy, Spain, and Korea are among the top ten exhibiting countries at the Middle East’s largest trade fair for beauty products, hair, fragrances, and wellbeing, as global manufacturers look to entice thousands of regional trade buyers with their latest offerings.

With 324 exhibitors, the four countries combined comprise nearly a quarter of the 1,580 exhibitors from 59 countries at the three-day showcase, which takes place from 14-16 May 2017 at the Dubai International Convention and Exhibition Centre.

The robust European presence is spearheaded by France (115 exhibitors), followed by Italy (97 exhibitors) and Spain (60 exhibitors), while a total of 52 Korean exhibitors will look to flourish in a Middle East and African beauty and personal care market that’s estimated to be worth US$34.5 billion by 2021.

Spanning more than 1,000sqm of exhibition space, Spanish participation has grown by more than 10 per cent year-on year, as the world’s 8th largest exporter of perfumes and cosmetics builds its profile as a high quality international supplier in the Gulf Cooperation Council (GCC).

According to Stanpa (Spanish Cosmetic, Toiletry and Perfumery Association) Spain exported more than EUR 3.5 billion worth of beauty products in 2016, of which EUR 162 million worth went to the GCC.

Anubis Cosmetics is among several Spanish Pavilion exhibitors launching new products at Beautyworld Middle East 2017, with the spotlight on its Sibuna skincare line, specifically designed for harsh desert environments.

Josep Maria Sainz, CEO of Anubis, explained: “Sun damage and constant temperature change – driven also from air conditioning – are one of the most common problems in desert climates. The Sibuna line provides a gentle home treatment in order to reinforce the skin protecting barrier to avoid redness, dehydrations and desquamation of the skin.

“We also have a special skincare retail line specifically for men’s grooming. Our men’s skincare line is based on ginseng and ginger, restoring energy and visibly eliminating signs of fatigue caused by day to day activities,” added Sainz.

Elsewhere in the Spanish Pavilion, Esdor Cosmetics will launch an anti-aging serum containing 97 per cent natural ingredients, much of which stems from the red grape.

Esdor’s President and CEO Luis Carlos Moro Gonzalez said: “Our Intelligent SOS serum is a concentrated serum combining powerful hydrating and antioxidant high end ingredients.  The intensive repair creates glowing skin that is visibly hydrated, uniform and smoother.

“Some of the ingredients are red grape polyphenols, grape stem cell liposomes, hyaluronic acid, sodium hyaluronate, and grape water.  Polyphenols of red grapes are some of the most effective antioxidants that help neutralise free radicals, the main cause of premature aging of the skin.

“All our products contain at least 85 per cent natural ingredients. They’re free of parabens, mineral oils, and artificial colours, and we don’t test them on animals,” added Gonzalez.

The Italian presence is traditionally a big attraction at Beautyworld Middle East, and this year returns nearly 13 per cent larger year-on-year in exhibition space covered (2,000sqm). A full complement of exhibitors spanning the entire beauty spectrum include industry heavyweights such as Diego Dalla Palma, Moellhausen, Revlon Italia, and Intercos.

G.V.F-GIVIEFFE, a multinational that specialises in creating exclusive colours and cosmetic solutions for professional hairdressers and beauty centres, will introduce its latest product line-up under the brands Itely Hair Fashion and Revivre. Export Manager Francesco Ioppolo said: “It’s very important to focus on those regions where the business is growing, and our company already has a very strong presence in the Gulf.

“For this reason, it’s important for us to participate in the major regional trade shows, and Beautyworld Middle East fully represents the best choice in this direction.  Itely Hair Fashion formulates, manufactures and sells professional products exclusively intended for the stylist and salon sale, while Revivre was established to meet the needs of the professional trichology sector with high quality hair care products.”

Prominent Korean brands at Beautyworld Middle East 2017 include Lamy Cosmetics, SD Biotechnologies, Seoul Cosmetics, Sewha P&C, Hwajin Cosmetics, and Hyunjin C&T, a supplier of professional skincare products for beauty salons.

Hyunjin C&T is a new player in the regional beauty market, and is introducing its entire range of innovative products that involve the use of gold leaf, magnetic therapy, and oxygen therapy.

President Sunghan Jung said: “We would like to extend our business in the Middle East and introduce our best product, Luxury Gold Therapy, a VIP treatment that maximises the antioxidant effect of pure gold.”

“This treatment uses gold leaf, which gives a visible result right after application. We also have several other products such as magnetic therapy, Oxyjet Elixir Treatment, and PDO thread lifting, all of which should prove attractive to beauty salons across the region.”

Now in its 22nd edition, Beautyworld Middle East focuses on the six product groups of Hair, Nails, & Salon Supplies; Cosmetics & Skincare; Machinery, Packaging, and Raw Materials; Professional Equipment, Spa & Wellness; Fragrance Compounds & Finished Fragrance; and for the first time in 2017, Personal Care & Hygiene.  

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East, said: “Beautyworld Middle East has rapidly expanded in size and scope, as the Middle East grows into a major market for international beauty and wellness brands.

“The dedicated B2B platform is ideal for global players to launch their latest products and network with thousands of retailers, distributors, wholesalers, beauty professionals, importers and exporters from throughout the wider region and beyond.”