Beautyworld Middle East hits new heights on Day Two with live artistry, record-breaking feats, and global innovation across every hall.
From STMNT’s successful Guinness World Record attempt to the glamour of Nail It! and Front Row by Nazih, Dubai became the beauty capital of the world.
Highlights also included the first-ever First Editions featuring brands debuting in the region and Beauty Beginnings, focusing on startups and smaller players
Dubai, UAE: Beautyworld Middle East 2025 turned up the volume on Day Two, transforming the Dubai World Trade Centre into a live canvas of creativity, competition, and collaboration. From runway stages to record-breaking arenas, the region’s biggest beauty event continued to prove why it’s the beating heart of the global industry.
The day’s headline moment belonged to beautyLIVE by Fresha, where STMNT Grooming and celebrity stylist Nomad Barber (Miguel Gutierrez) led a high-energy Guinness World Record attempt for the most beard trims in one hour.
With a 48-strong crew of barbers, the Al Multaqua Ballroom was alive with buzzing clippers, cheers, and style-defining precision. And yes, they broke the record! A Guinness World Record adjudicator declared that the team shaved and trimmed 190 individuals in an hour, making the attempt a resounding success.
Meanwhile, Front Row by Nazih delivered a full day of world-class hair and beauty showcases — from GHD’s sculptural styling demos to Fanola’s vibrant colour creations and LEVEL3’s urban barber artistry. The afternoon climaxed with the Nail It! Awards, celebrating nail artists who brought avant-garde vision and technical mastery to the competition floor.
Across the halls, visitors immersed themselves in the Makeup Studio’s live masterclasses, where Bassam Fatthou thrilled audiences with his makeup masterclass, while global brands like MAKE UP FOR EVER, TIRTIR, and PROVOC showcased the fusion of skincare, colour, and creativity driving today’s beauty trends. At the same time, the Signature Scent and Natural Notes zones continued to attract perfumers and formulators exploring the future of fragrance and natural raw materials.
Start-ups and new brands to the region were showcased by the First Editions and Beauty Beginnings sections in Hall Six. Beauty Beginnings was back for the second year, featuring 18 brands that included Ki’Olal, Exoceuticals and sensorial self-care player High on Love. The debut First Editions section featured six brands, including Serenea Cosmetics, Day+ and Look25.
Reflecting on the show’s momentum, Ravi Ramchandni, Event Director for Beautyworld Middle East, commented:
“The energy across every hall today has been phenomenal — from record-breaking barbering to the artistry on our stages. Beautyworld Middle East has once again demonstrated the incredible innovation and talent that defines our industry, not just regionally, but globally.”
As the event heads into its final day, the excitement shows no signs of slowing. With world-class conferences, headline names, and industry-defining showcases still to come, Beautyworld Middle East 2025 is on track to set a new benchmark for global beauty events — in scale, creativity, and inspiration.