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Celebrity hairstylist Laura Polko headlines star act of creative talents

2 Apr 2019

New Front Row showcase takes centre stage at region’s premier beauty, fragrances, and wellbeing exhibition in Dubai

Dubai, UAE: Celebrity hairstylist Laura Polko will headline a star act of creative talents, entrepreneurs, influencers, and makeup artists at Beautyworld Middle East 2019 this month in Dubai, as the region’s largest beauty and wellbeing exhibition begins its final countdown.

The Los Angeles-based hairstylist will make her first regional appearance in Dubai, and brings with her a client list that includes major celebrities such as Gigi Hadid, Chrissy Teigen, Poppy Delevingne, Hailey Baldwin, Hailee Steinfeld, Olivia Munn and Shay Mitchell. 

She’ll be centre stage among an inspirational line-up of more than 35 artists, brand owners and experts at Front Row, a new feature at Beautyworld Middle East 2019, which takes place from 15-17 April at the Dubai International Convention and Exhibition Centre.

Polko is behind some of Hollywood’s best red carpet looks, with her work regularly featured in leading fashion publications such as Vogue Italia, Harper’s Bazaar, Cosmopolitan, ELLE and Galore.  She also keyed hairstyle looks for advertising campaigns of household names including Saks, Alloy, Delia’s, Nike and Macy’s.

Thousands of beauty professionals and hair stylists from throughout the Middle East can now learn some of Polko’s signature styles, when she delivers live sessions across three unmissable days at Front Row.  Her three sessions will cover the latest fashion runway trends, along with how to create celebrity looks and her signature tousled beach hair.

Front Row is a three-day programme of live makeup and hair demonstrations, where interactive panel discussions on successful business brands will be interspersed with bold shows presenting the biggest and best trends and innovations in global beauty.

The star power and influence at the brand new feature this year is underlined by the participants’ combined online audience of nearly two million Instagram followers.

In addition to Polko, other notables include Rayjai Babauta, the Founder and Designer of genderfluid label JAIBABUTA, who will look at the future of male makeup and daily men’s grooming practices.   Celebrity UK Stylist and stage personality Simon Shaw will also lead an exciting demonstration on the ever-popular men’s pompadour cut.

Elaine O’Connell, Show Director of Beautyworld Middle East, said: “Front Row is a visionary new show highlight that captures the spirit of Beautyworld Middle East with style and panache, putting professionals right in the midst of the latest new developments in this vibrant industry. 

“The programme is as inspirational as it is educational, covering everything from the latest innovative technology and hair or makeup techniques, to developments in men’s grooming and beauty, or panel discussions on the highs and lows of setting up a business, and even the importance of health and fitness in daily beauty routines.

“Regional influencers and entrepreneurs that live and breathe all things beauty will also share their insights into the big trends for 2019 and beyond, and what role the wider Middle East plays in the global beauty market.”

Other artists at Front Row include Christina Preinstorfer, Method Director at Rossano Ferretti Hairspa Dubai; and Reshu Malhotra, Professional Celebrity Makeup Artist and Beauty Blogger, who will deliver a masterclass on achieving celebrity makeup with a natural look.

Front Row is just one of many spectacular highlights at Beautyworld Middle East 2019 which, in its 24th edition this year, will feature more than 1,750 exhibitors from 66 countries when it opens doors in two weeks’ time.

Other new features this year include Ready to Beauty, a showcase of brands that cater specifically to the wants and needs of a multicultural audience; and the three-day Beauty Business Conference, covering pertinent topics such as women entrepreneurship in the beauty business and sustainable packaging of beauty products.

All the regular popular features will be back in 2019, including the 4th edition of Quintessence, an exclusive showcase of niche perfumes, and Battle of the Barbers, a live three-day competition where the UAE’s finest male grooming technicians will battle it out for two coveted titles: the UAE’s Best Barber and UAE’s Best Shave.  The Fragrance Station and Nail It! By OPI and Artistic – a nail art competition – are other returning highlights.

With 25 country pavilions, six product groups, and a packed programme of special features, Beautyworld Middle East 2019 will again present an unrivalled platform of business networking and inspirational ideas for an expected audience of 35,000-plus trade buyers and beauty professionals. 

The three-day event, organised by Messe Frankfurt Middle East, covers the six product groups of Hair, Nails, and Salon Suppliers; Cosmetics and Skincare; Personal Care and Hygiene; Machinery, Packaging, Raw Materials, and Contract Manufacturing; Fragrance Compounds and Finished Fragrances; and Natural and Organic.

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