Activate your badge in these easy steps

Click on the registration link.
Click “Login” if already have a Messe Frankfurt user account (Messe-Login) or click “Register” to create to a new account.
Choose your badge category (Visitor, Media, or Premium Club).
Complete the registration form and fill all mandatory fields.
After completing the form, you will receive an acknowledgement email with your ticket.
For entering the event and picking up your badge, please have your ticket on your smart phone/tablet ready when you arrive at the venue.

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27 – 29 October, 2025 Dubai World Trade Centre

beautyLIVE by Fresha: Where beauty takes center stage

beautyLIVE is back! Now sponsored by Fresha, join three days of live hair demonstrations you cannot miss!

Day One with Wella features James Earnshaw and Marco Firriolo, showcasing top-tier artistry while empowering the hairdressing community and elevating creativity and innovation.

Day Two with STMNT is led by Miguel Gutierrez, aka Nomad Barber, co-creator of STMNT Grooming Goods, leading a landmark activation uniting barbers from across the GCC and Lebanon.

Day Three features live demos from Prohall Professional Hair, Gamma Plus, Lakmé, ORGÆNIC, and Jeff Reiisi, highlighting the latest trends and techniques on the show floor.

Location: beautyLIVE stage in Al Multaqua Room

2025 Agenda

Day 1 - 27 October 2025

Watch live demos from Wella. R.I.S.E, it's more than just a show, it is a global platform built on Relationships, Inspiration, Science and Education, empowering hairdressers with creativity.

Hair styling demonstration at beautyLIVE

Day 2 - 28 October 2025

Experience STMNT live demonstration by co-creator Miguel Gutierrez, aka Nomad Barber, uniting barbers from the GCC and Lebanon to celebrate craft and community.