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14 May, 2015

Brazilian beauty majors make a beeline for Beautyworld Middle East

Brazilian pavilion at trade event grows 71 per cent as Mid East beauty imports from Samba nation reach US$15.5 million in 2014

Dubai, UAE: Brazilian companies are making a beeline for the Middle East beauty and wellness market, with the upcoming Beautyworld Middle East 2105 setting the scene for a score of new regional product launches from the Samba nation.

More than 25 Brazilian majors will participate at the Middle East and Africa’s largest trade show for beauty, hair, fragrances, and wellbeing, including 19 at a dedicated Brazilian pavilion, which has grown by 71 per cent over the previous year.

The Brazilian foray is at the forefront of a marked increase in international participation at the 20th edition of Beautyworld Middle East, which takes place from 26-28 May 2015 at the Dubai International Convention and Exhibition Centre.

All will be eager to grow their share of the Middle East beauty market, which imported US$15.5 million worth of beauty and wellness products from Brazil in 2014, an increase of 20.2 per cent over 2013, according to Arab Brazilian Chamber of Commerce.

“The impressive increase in Brazilian beauty majors exhibiting at Beautyworld Middle East 2015 underscores the potential of the lucrative Middle East beauty and wellness market,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East. 

“Beautyworld Middle East’s trans-regional reach and widening footprint makes it the ideal launch platform for Brazilian companies looking to gain traction, in what is for them a faraway market.”

Among those setting the pace at the Brazilian pavilion include De Sirius Cosmeticos and EST, along with hair care company Itallian Hairtech, all three of which will debut innovative new products at Beautyworld Middle East 2015.

EST will introduce its three newly-launched product lines, including its Juatinga shampoo, conditioner, and skincare range, of which 20 per cent of revenues are invested into the conservation of the Juatinga rainforests in Paraty, Rio de Janeiro.

The South American powerhouse will also launch its brand new baby line range of shampoos and skin ointments, made from 95-99 per cent natural ingredients, along with its Beach Extreme Spray.

“We believe the Middle East offers great opportunities for premium quality products made with natural ingredients,” said EST Director Luciana Peccioli. “Our company is now prepared to export to this market and Beautyworld Middle East is our best port of entry.  We expect this market to represent an important portion of our exports, reaching millions of dollars.”

Meanwhile Itallian Hairtech will launch its ‘Trivitt Color Blonde Carolina Bittencourt’ hair dye, and will give sachet samples to trade buyers at Beautyworld Middle East 2015, while  De Sirius Cosmeticos will unveil its ‘Divine Waves’ hair straightening treatment.

Other Brazilian pavilion exhibitors at Beautyworld Middle East 2015 include Bionat, Brazilian Secrets Hair, Daltro Cosméticos, Embelleze, Goz Cosméticos, Honma Ideal, Nazca Cosméticos, Nunaat, Prolab, Realgems Amenities, Sther Cosméticos, Studio Hair, Sweet Hair, Tech Line and Vidal Life.

The strong international flavour at the three-day event will be emphasised with 24 country pavilions featuring prominently, including for the first time, a pavilion from Romania.

Major country pavilions include Italy with 67 exhibitors and an 11 per cent growth over last year, Germany (41 exhibitors and 11 per cent growth y-o-y), France (102 exhibitors and 15 per cent y-o-y growth); USA (26 exhibitors); UK (20 exhibitors); Spain (40 exhibitors) and Turkey, (99 exhibitors).

Celebrating its 20th anniversary this year, Beautyworld Middle East focuses on the core areas of Cosmetics & Skincare; Hair, Nails and Salon Supplies; Fragrances; Machinery, Packaging & Raw Materials, and Professional Equipment & Spa.

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  • 2015