Wella Professionals’ R.I.S.E. initiative ignites creative education in Dubai with inspiring demonstrations in hair colour that underscore both global artistry and regional flair.
STMNT Grooming Goods succeeded in breaking the Guinness World Record for the most shaves and beard trims, uniting barbers from across the Middle East and beyond.
Dubai, UAE: Beautyworld Middle East 2025 is setting new benchmarks for live professional education, with beautyLIVE by Fresha delivering two unforgettable days of artistry, innovation, and inspiration that have left the global salon community buzzing.
As a unique part of one of the world’s largest beauty trade events, beautyLIVE by Fresha brought a truly international energy to Dubai - from Wella Professionals’ colour mastery to STMNT Grooming Goods’ world-record-breaking ambition - all while showcasing the dynamic pulse of the Middle East’s own thriving hair and barbering scene.
Day One: Wella R.I.S.E. Inspires Hair Colour Education
The stage ignited on 27 October as Wella Professionals brought its acclaimed R.I.S.E. (Relationships, Inspiration, Science and Education) movement to Dubai for the first time. The session, led by Wella Global Ambassador James Earnshaw alongside artist Marco Firriolo, offered a dazzling display of creativity and precision - from shimmering blonde transformations to dimensional brunettes crafted with the new Signature Color palette.
The initiative went beyond technique, emphasising the importance of community, empowerment, and education within the salon industry. The result was a vibrant exchange between global artistry and regional innovation, reflecting Wella’s commitment to elevating professional standards across the GCC and beyond.
Day Two: STMNT Unites the Global Barbering Community
On 28 October, STMNT Grooming Goods took centre stage with a “Look and Learn” showcase led by the brand’s co-creator, Miguel Gutierrez, known worldwide as the Nomad Barber. His message of creativity, craftsmanship, and connection resonated deeply with barbers from across the GCC, Lebanon, and further afield.
The day’s highlight was the Guinness World Record attempt for the most beard shaves and trims completed in one hour — an extraordinary display of teamwork, precision, and artistry. Forty-eight barbers worked in perfect rhythm, demonstrating the skill and spirit that define the modern grooming movement.
And they did it! A Guinness World Record adjudicator declared that the STMNT team shaved and trimmed 190 individuals in an hour, making the attempt a resounding success.
Ravi Ramchandni, Event Director for Beautyworld Middle East, said:
“The energy over these first two days has been phenomenal. Wella and STMNT have shown why Beautyworld is the ultimate international platform for professional excellence — combining innovation, artistry and the regional talent that’s driving the future of beauty. The Guinness World Record challenge symbolises what this show is all about: collaboration, creativity and pushing boundaries.”
Miguel Gutierrez (Nomad Barber) added:
“This wasn’t just about breaking a record — it was about bringing the global barbering community together in one powerful moment. The passion and precision shown here in Dubai prove that craftsmanship transcends borders.”
With its mix of world-leading brands, regional talent, and inspirational performances, beautyLIVE by Fresha has firmly established itself as the beating heart of Beautyworld Middle East — a hub where the world’s most creative minds in hair and grooming come to connect, learn and lead.
The stage will continue to dazzle as Beautyworld Middle East enters its final day tomorrow, promising even more boundary-pushing artistry and innovation from across the global beauty spectrum. On Day Three, Jorge X, International Hairdresser of the Year 2025, takes the stage, an artist who is renowned for his innovative and boundary-pushing hairstyling.