Held from 28 to 30 October at the Dubai World Trade Centre, Beautyworld Middle East 2024 once again proved to be an unavoidable hub for the beauty industry in the region, one of the most lucrative beauty and wellness markets in the world. This year, the show grew in all its dimensions: bigger show floor, higher number of exhibitors, higher number of visitors and higher international participation. In addition to its usual landmarks, the show also inaugurated a series of new features.
Spread across 17 halls, Beautyworld Middle East has cemented its position as the region’s most significant industry trade show providing the ultimate opportunity for local and international suppliers, brands, businesses and beauty professionals to network. This year’s visitor numbers increased by over 10% compared to last year, welcoming over 70,000 people across the three-day event. Organisers Messe Frankfurt Middle East have announced that the show attracted 71,439 visitors, marking the highest attendance and participation figures in its history.
“This year’s Beautyworld Middle East was the biggest and best we have ever seen. We are delighted that so many international exhibitors and attendees were able to experience three amazing days of insights, networking and education. It was the perfect showcase for our industry which is growing all the time here in the Middle East,” said Ravi Ramchandani, Show Manager Beautyworld Middle East 2024.
International participation surged across all show sectors, with notable increases from China (+79% compared to 2023), followed by the US (+65%) and UK (+62%). Additionally, there was a notable 52% increase in visitors from all over Europe.
“The fragrance world particularly is becoming very invested in this market and we are seeing lots of big brand names creating products specifcally tailored to Middle Eastern tastes and traditions,” added Ravi.
Mohammed Majrashi, Executive Assistant at Laverne Perfume from Saudi Arabia, explained why the brand chose to exhibit at Beautyworld Middle East for the first time this year. “We decided to come because we want to connect with more distributors, more suppliers, and more customers, of course. I hope we will be back next year.”
Oh Young-Woo, CEO of Face Factory who were exhibiting in the Beauty Tech section of the show for the fourth year, said: “Being back in Dubai, an international and diverse city, provides our brands with an excellent opportunity to expand their reach and connect with buyers and distributors. Additionally, Seoul is renowned for its beauty innovations, and we want Middle Eastern customers to experience this as well.”
Key highlights
As usual, the show included a packed agenda for professional visitors, across the categories of beauty.
Show highlights included the return of the Next in Beauty Conference with a keynote by TV host and beauty entrepreneur Joelle Mardinian on the first day. While on the final day, Sheikh Abdul Aziz bin Ali Al Nuaimi, the ‘Green Sheikh’ took to the stage to spread the sustainability message.
The Front Row by Nazih Group stage saw high energy demonstrations from global educators and artists across hair, skincare, nails.
This year’s show also marked the debut of Beauty Beginnings – a showcase of hand-picked brands which are new to the MENA region across multiple categories. Among them were Black Ants, a fragrance brand that celebrates the timeless essence of nature, South Korean perfume brand Sisology, and Le Rouge Français, a pioneering plant-based makeup brand.
Also making its Beautyworld Middle East debut was the beautyLIVE stage which featured a blend of live hair and make-up demonstrations.
The annual competition to find the ‘Signature Scent’ of the show saw 15 international fragrance houses take part and visitors given the opportunity to vote for their favourite. ‘Zenith Echos’ was crowned as the official scent for Beautyworld Middle East 2024 with perfumers Anne Louise and Eloise Bernard from Expressions Parfumées producing a blend which perfectly depicted the essence of this year’s show.
The next edition of Beautyworld Middle East will be held at Dubai World Trade Centre from 27 to 29 October 2025.
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