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2 June, 2021

Regional beauty and personal care market proves resilience ahead of Beautyworld Middle East’s 25th anniversary edition

Dubai set to host the region’s largest international beauty industry trade fair in October, strengthening the emirate’s status as the region’s undisputed beauty capital

Dubai, UAE: A consortium of leading international, regional and local cosmetic brand distributors and service companies are readying to launch a multitude of new-to-market products at this year’s Beautyworld Middle East, the Arab world’s largest international beauty and wellness trade fair, amid lucrative growth opportunities in the region’s beauty and personal care market.

With the sector predicted to grow by 12.7 per cent and reach a value of USD $58.3 billion by 2025 (Source: Euromonitor International), international exhibitors will line-up at the 25th edition of Beautyworld Middle East in seven product segments: Cosmetics & Skincare; Hair, Nails & Salon Supplies; Machinery, Packaging & Raw Materials; Fragrance Compounds & Finished Fragrance; Personal Care & Hygiene; Natural & Organic; and Beauty Technology, a brand-new segment. The three-day exhibition will run 5th to 7th October 2021 at Dubai World Trade Centre (DWTC).

The Middle East’s buoyant beauty and personal care sector is influenced by several factors, including a high level of disposable income, demand for ethical products and the rise of tech in beauty, all of which will be highlighted at Beautyworld Middle East 2021.

The event’s newest segment, Beauty Technology, will highlight beauty brands’ wider incorporation of technology to improve and enrich the retail experience for digital savvy beauty consumers.

“Over the past few years there has been a rapid adoption of technology in the beauty sector, which is changing the face of how consumers engage with companies and products,” said Elaine O’Connell, Show Director for Beautyworld Middle East, which is organised by Messe Frankfurt Middle East.

“The ongoing transformation of beauty brands’ interactions and engagement with customers is also driven by a strong desire for personalised beauty solutions. Consumers’ preferences for products tailored to their self-care and wellness needs have soared during the pandemic and brands are reacting to this collective desire to look healthier and feel happier,” added O’Connell.

The continuous rise in personalisation and the surging regional demand for natural and organic cosmetics will also be highlighted at the show. According to statistics published by Euromonitor International, the event’s knowledge partner, natural, sustainable, and ethical beauty products will be a key growth driver for the Middle East’s beauty and personal care market.

In-line with its ethos as an inclusive cosmetics trade show, Beautyworld Middle East will also spotlight the region’s rapidly maturing male grooming market, which Euromonitor International forecasts with achieve CAGR of 11.5 per cent by 2025.

The focus on all-things male will come into sharp focus at the show’s Battle of the Barbers competition, which is co-organised with the British Barbers’ Association (BBA). By shining a spotlight on the art of barbering, top professionals from across the country will be invited to compete for two titles: ‘UAE’s Best Barber’ and ‘UAE’s Best Shave’.

In addition to an annual awards show, competitions and live demonstrations on stage, Beautyworld Middle East 2021 will also feature Quintessence, a dedicated segment for the industry’s top niche fragrances; a Nail It! competition by Artistic Nail Design and OPI; and Front Row, providing live hair and makeup demonstrations.

“Following a challenging 2020, we are aiming to restore consumer and visitor confidence with the return of the show’s signature events, all held in-line with the government’s stringent health and safety guidelines,” said O’Connell.

“By focusing on emerging trends post-COVID 19, Beautyworld Middle East will provide a future-ready platform for stimulating conversations amongst industry professionals, further strengthening Dubai’s position as a regional beauty capital.”

A recent survey commissioned by Messe Frankfurt Middle East (MFME), organisers of Beautyworld Midde East, in partnership with GRS Explori, canvassed 2,132 professionals from over 110 countries and showed positive news for the industry where 75% of the respondents believe that trade exhibitions are as or more important than they were pre-COVID 19.

According to the survey, due to the city’s efforts to curb the spread of the pandemic and safeguard visitors, Dubai receives confidence vote as the leading international trade show destination, consistently reinforcing the urge to get back-to-business in a safe and controlled environment.

Beautyworld Middle East 2021 will take place with thorough health and safety measures in accordance with official government, local authority guidelines, and the Dubai World Trade Centre venue.  More information is available on the show’s website and at


  • 2021