● Six international brands make their first Middle East appearance in a dedicated and expertly curated showcase called First Editions
● The brainchild of Valérie Kaminov, Managing Director of International Luxury Brand Consultancy, First Editions focuses on innovation, differentiation, and market readiness
● First Editions highlights a record-breaking year for Beautyworld Middle East, with this year’s show expected to 2,400+ exhibitors, compared to 1,966 in 2024
Dubai, UAE: Beautyworld Middle East 2025 will welcome First Editions, a brand-new curated space dedicated to international beauty players entering the show – and the region – for the first time.
Designed as a launchpad for breakthrough brands, visitors can discover First Editions in Hall 6, where six companies offering everything from advanced skincare to beauty tech and holistic wellness. Each has been handpicked by Valérie Kaminov, Founder & Managing Director of International Luxury Brand Consultancy (ILBC), for their potential to resonate with distributors, retailers, and investors looking for the next big opportunity.
“With First Editions, I wanted to curate a collection that would combine leading beauty trends, innovation, and differentiation,” said Valérie Kaminov. “I speak with global buyers and distributors on a daily basis, this insight has helped guide the brand selection for First Editions, as it was important to have brands that people are looking for and that also offer something new and relevant. The collection will feature some exciting and trend-leading brands in the categories of advanced wellness, pioneering beauty tech and innovative skincare.”
Six debut brands in First Editions
● Day+, France - Skincare - dayplus.co/en
Day+ merges collagen-based nutrition with advanced skincare in its award-winning ‘In & Out’ routines, uniting innovation, science and sensoriality for radiant health and beauty.
Founder Claire Despagne will be attending the show.
● Femmue, Korea - Skincare - femmue.com
FEMMUE fuses botanical science and luxury with flower-powered actives, delivering transformative skincare that restores balance, sustainability, and indulgence in every ritual.
Founder Kelly Chung will be attending the show.
● INSTYTUTUM, Switzerland - Skincare - instytutum.com
Instytutum develops Swiss-engineered, results-driven skincare featuring next-generation actives and clean, clinical formulas that deliver professional-grade efficacy with luxury textures.
Founder Natalia Bobok will be attending the show.
● Juara Skincare, USA - Skincare - juaraskincare.com
JUARA blends Indonesian Jamu botanicals with modern science, creating dermatologist-tested skincare and wellness products that nourish body, mind, and spirit.
Co-Founder Metta Murdaya will be attending the show.
● Look25, USA - Beauty Tech - look25.com
LOOK25 redefines at-home facials with its HydrOxi Clear Technology, combining hydrogen and oxygen infusion to deeply hydrate, detoxify, and visibly rejuvenate skin.
CEO. Denisse Diaz will be attending the show.
● Serenea Cosmetics, Belgium - Skincare - serenea-cosmetics.
Serenea elevates self-care with wellness-driven skincare and treatments that harmonise high-performance formulas, sensorial luxury, and mental wellbeing.
Founder Valerie Vroome will be attending the show.
Visitors will have the opportunity to meet founders in person, explore disruptive products, and connect with international players positioned at the forefront of beauty’s next chapter.
“Every year our audience from across the globe comes to the event expecting to see something different - and First Editions delivers exactly that,” said Ravi Ramchandani, Show Manager, Beautyworld Middle East. “Valérie has brought together an inspiring selection of founder-led brands that we are looking forward to welcoming at the show. It has been a pleasure to collaborate again with her, she brings a level of expertise and experience that adds immense value to the show, and her brand selection is always engaging.”
Part of a record-breaking year
First Editions is one of many highlights that is helping to make this by far the largest in the event’s history. With more than 2,400+ exhibitors expected in 2025 compared to 1,966 exhibitors in 2024, Beautyworld Middle East 2025 is defined by the energy of first-time participants and the opportunities they bring to this global event.
By bringing together debut international innovators in First Editions alongside established global players, Beautyworld Middle East 2025 continues to offer unmatched visibility into the future of beauty, wellness, and personal care.