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10 March, 2021

Ready, set, go! Beautyworld Middle East Awards 2021 opens for entries

Beauty industry’s outstanding achievers, products, and personalities to be celebrated live, in-person in Dubai

Dubai, UAE: The 2nd Beautyworld Middle East Awards will take place in Dubai live and in-person in 2021, with organiser Messe Frankfurt Middle East announcing a call for entries from the beauty industry’s outstanding personalities, brands, and companies across the world.

Following the successful conclusion of the inaugural programme – which was presented over three days virtually in December 2020 – the winners of the 2nd edition will be celebrated among hundreds of professionals during a glittering gala dinner ceremony after the first day of the Beautyworld Middle East exhibition on the 5th October 2021.

The categories this year remain the same, comprising 13 awards across eight categories designed to recognise the top companies, products and individuals for their outstanding performance, vision and achievements in the Middle East cosmetics, fragrance and wellness industries.

Elaine O’Connell, Beautyworld Middle East’s Show Director, expects nominations in 2021 to surpass the 280 entries received for the awards last year, as the industry eagerly awaits the opportunity to reunite safely, celebrate and network in-person after pandemic-affected 2020.

“While the inaugural Beautyworld Middle East Awards virtual programme last year was a success, we’re delighted to once again celebrate our industry’s finest as we always intended – live, in person, and with the international beauty community safely together again,” said O’Connell.

“The business of beauty never stops evolving, and we saw last year how organisations overcame numerous challenges via innovative sales strategies, marketing campaigns, and the continuous production of stunning products.  These were duly recognised at the Beautyworld Middle East Awards 2020 and we expect even more innovation in 2021.  We extend our invitation for individuals and companies to nominate their entries, for this year will be a celebration like no other.”

The 2nd Beautyworld Middle East Awards will be judged by a multi-national panel of independent experts, perfumers and beauty professionals, including France-based Mark Buxton, one of the world’s foremost perfume creators who has more than 25 years’ experience in fine fragrance creation, and has created scents for high-end brands such as Givenchy, Versace, Van Cleef & Arpels, Paco Rabanne, Burberry, Cartier, and Chopard.

Sadif Naz, a Trainer at Watsons, a leading global health and beauty retailer, is a new jury member in 2021: “I live and breathe beauty so to actually be a part of a movement that is new is exciting, whereby we’ll be exposed to beauty products on a massive scale,” said Naz.  “I truly believe no one does beauty or knows beauty like the Middle East.

“Each region brings with it its own uniqueness; you have the French with their Parisienne chic; American glam that’s so free and revolutionary; you also have the Middle East beauty which is a force to be reckoned with – simplicity at its best but so beautiful in terms of the Arab heritage.  When combined, just like Dubai, beauty becomes an amalgamation of all sorts.”

Companies and individuals can enter the awards via the Beautyworld Middle East website, with the categories comprising: Best Marketing Campaign for a Store, Salon or Spa; Best Marketing Campaign for a Finished Product; Innovation of the Year in both fragrance and beauty; the Best Natural and Niche Fragrance and Beauty products; the Fragrance and Beauty Breakout Stars of the Year; the Best Homegrown Talent, Cult Classic and Perfumer of the Year.

Beautyworld Middle East meanwhile will take place as an autumn show from 2021 onwards, with the 25th edition set to take place from 5-7 October 2021 at the Dubai World Trade Centre. 

It will cover 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.

The three-day event is the largest international trade fair for beauty products, hair, fragrances and wellbeing in the Middle East, and in 2019 set new records, attracting 44,256 visitors from 150-plus countries, a 20 percent increase over the previous year.  In its 24th edition, Beautyworld Middle East 2019 also featured 1,790 exhibitors from 66 countries spanning 62,000sqm of exhibition space.  More information is available at:


  • 2021