Over 2,500 international and local exhibitors and more than 80,000 visitors from 160+ countries are expected for the 29th edition of Beautyworld Middle East, taking place 27–29 October 2025 at the Dubai World Trade Centre.
Expanding into 22 exhibition halls, this year’s show delivers an unprecedented scale, featuring new zones, record-breaking showcases and a line-up of global industry pioneers.
Highlights include the debut of First Editions for brands debuting in the region, Beauty Beginnings focussing on startups and smaller players, the Guinness World Record attempt at beautyLIVE by Fresha, Natural Notes showcasing nine natural fragrance producers, the debut Makeup Studio with masterclasses by leading artists, and the inaugural Next in Fragrance conference.
Dubai, UAE: Beautyworld Middle East, the region’s definitive international trade fair for beauty and wellness, returns to the Dubai World Trade Centre from Monday 27 to Wednesday 29 October 2025, marking its largest and most ambitious edition yet.
The event will kick off with a pre-show opening ceremony, 27 October, taking place at Zaa-belle 4, highlighted by a keynote welcome message from Sheikha Latifa Mohammed Bin Rashid.
Now in its 29th year, the show continues to define the future of the global beauty business from its epicentre in Dubai - where innovation meets opportunity and emerging trends meet commercial scale. With more than 2,500 exhibitors and an anticipated 80,000+ visitors from over 160 countries, the 2025 edition is set to be the most international in the event’s history.
Organised by Messe Frankfurt Middle East, Beautyworld Middle East remains the ultimate stage for product discovery, business growth, and cross-border collaboration across the full spectrum of fragrance, cosmetics, skincare, haircare, personal care, packaging, technology, and wellness.
Beautyworld Middle East 2025 Highlights
NEW! First Editions - The Launchpad for Innovation
Designed as a showcase for breakthrough brands, visitors can discover First Editions in Hall 6, with eight brands 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.
NEW! beautyLIVE by Fresha - Going for a Guinness World Record
Following its high-energy debut, beautyLIVE by Fresha returns bigger than ever, headlined by the STMNT Guinness World Record attempt for the “largest hair education session” and the Wella R.I.S.E. showcase. Over three days, the stage will feature live masterclasses, makeovers and interactive demonstrations by some of the world’s most exciting hair and beauty artists.
For the second edition we are joined by Fresha, the world’s leading marketplace platform for beauty and wellness. We could not have asked for a better fit to empower this experience.
Day 1: The Wella R.I.S.E. opening showcase highlights its expertise in hair colouring.
Day 2: Guinness World Record attempt at the most beard shaves and trims in an hour, highlighting the speed and artistry of barbers from STMNT.
Day 3: Featuring leading brands like Dyson and the International Hairdresser of the Year, Jorge X.
NEW! Makeup Studio - Masterclasses by the Icons
Making its first full-scale appearance, the Makeup Studio spotlights the craft of colour cosmetics and professional artistry. Across the three days, international makeup masters including Hung Vanngo, Bassam Fattouh, and Nikki Wolff will lead exclusive live masterclasses covering red carpet looks, editorial techniques and cultural artistry trends. Supported by global makeup brands, the studio is an immersive celebration of creativity, innovation, and beauty performance.
Day 1: 13:05 | Masterclass with Hung Vanngo
Join Hung Vanngo at the Makeup Studio as he shares the techniques and stories behind creating his unforgettable looks. This intimate masterclass is a chance to learn directly from one of the world’s most sought-after makeup artists.
Day 2: 13:05 | Masterclass with Bassam Fattouh
Watch Bassam Fattouh boldly introduce daring colors at a time when nude shades dominated trends, creating iconic and standout looks behind the Glow Couture Workshop.
Day 2: 13:05 | Masterclass with Nikki Wolff
Nikki Wolff shares the signature techniques behind her iconic red carpet looks. This exclusive masterclass reveals how to achieve sculpted, radiant skin, elongated, lifted eyes, and perfectly balanced full brows and lips — all hallmarks of Nikki’s globally recognized aesthetic.
NEW! Natural Notes - The Scent of Sustainability
For the first time, the show will feature a space entirely dedicated to natural perfume ingredients - rose, jasmine, Argan, oud, patchouli, citrus, spices, and more.
Presented in collaboration with Resperfuma, the Natural Notes area will unite nine of the major producers of natural fragrance ingredients committed to sustainability, biodiversity, and community partnerships.
NEW! Next in Fragrance — The Future of Scent
In a Beautyworld first, the 2025 edition unveils Next in Fragrance, an exclusive conference programme platform bringing together master perfumers, brand innovators, and industry analysts to chart the future of global fragrance. With over 80 speakers across 26 sessions, this debut programme promises a deep dive into the trends, technologies, and storytelling shaping the olfactory world.
From shifting consumer habits to AI-powered creativity and olfactory storytelling, the three-day agenda features keynote addresses from Roja Dove, as well as Mohamed Hilal, Founder and CEO of the Mohamed Hilal Group, which encompasses renowned Emirati niche perfumery brands such as Hind Al Oud and Anfasic Dokhoon.
Quintessence - The Art of Perfume
Returning as one of the show’s crown jewels, Quintessence captivates visitors with rare, luxurious creations the ultimate destination for buyers and distributors seeking originality and craftsmanship.
Reflecting the global rise of niche perfumery, the area has doubled in size, growing from 46 brands in 2024 to over 100 in 2025, reinforcing Dubai’s status as the world’s capital of perfumery.
This year features remarkable debuts from leading names such as Xerjoff, Histoires de Parfums, Welton London, Réserve en Afrique, Sospiro, and Boadicea the Victorious, alongside the return of Bohoboco, winner of Niche Perfume of the Year at the Beautyworld Middle East Awards 2024 for Red Wine + Sugar.
Front Row & Nail It! by Nazih Group
From hair transformations to live nail artistry, Front Row returns as the heartbeat of technical education and inspiration, featuring daily sessions with global brands such as ghd, Revlon, Guinot, Brazilian Secrets and it’s a 10 haircare. Alongside, Nail It! brings back the region’s most competitive nail art showdown, celebrating creativity, skill and professional mastery across multiple categories, alongside participating brands that includ Brandi Nails, Credo and Faby.
Beauty Beginnings
Following its successful debut in 2024, Beauty Beginnings returns to Beautyworld Middle East 2025 as a dynamic discovery zone, dedicated to showcasing startups and SMEs ready to make their mark on the global beauty stage.
This curated space is designed to spotlight the new, the niche, and the noteworthy, featuring 18 innovative brands across skincare, fragrance, and haircare. Highlights include Ki’Olal, pioneers in exosome-based regenerative beauty; Exoceuticals, offering luxury sensorial self-care; High on Love, with non-invasive at-home carboxytherapy treatments; CO2 Lift, creators of mobile red-light therapy screens; BodyGuardz, focused on luxury men’s grooming; MÄNN Skincare; and Remilia, known for their mono-dose hair treatments.
Beautyworld Middle East Awards 2025 - 6th Edition
The Beautyworld Middle East Awards return on 29 October 2025 at the Conrad Hotel Dubai, honouring exceptional innovation, creativity, and leadership across 17 categories, including Home Grown Brand of the Year, Popular and Niche Fragrance of the Year, and Concious Brand of the Year. The gala evening brings together the global elite of the beauty and fragrance world for an unforgettable celebration.
A Global Stage for a Dynamic Industry
“Beautyworld Middle East has become the global crossroads of the beauty industry — where trends are born, collaborations are made, and the Middle East’s influence meets international innovation,” says Ravi Ramchandni, Event Director, Messe Frankfurt Middle East.
“With new activations such as First Editions, the Makeup Studio, Natural Notes and Next in Fragrance, our 2025 edition raises the bar for creativity, engagement and industry inspiration.”