Beautyworld Middle East 2024, the leading international trade fair for the beauty and wellness industry in the Middle East concluded on a high note, setting new records for visitor attendance. With a staggering 71,439 visitors, this year’s event surpassed all previous editions, solidifying its position as the largest and most influential gathering of industry professionals in the region. Officially inaugurated on day one by Her Excellency Hessa Bu Humaid, Minister of Community Development, the show included a packed agenda for beauty, skincare, haircare and fragrance professionals.
Held at the Dubai World Trade Centre from October 28 to 30, 2024, Beautyworld Middle East 2024 showcased a wide range of products and services from renowned international and local brands. The event’s 17 halls were filled with the latest innovations in cosmetics, fragrances, haircare, skincare, and more. The impressive visitor turnout reflects the growing demand for beauty and wellness products in the Middle East and North Africa (MENA) region. According to the BeautyMatter Middle East Market Report 2024, the MENA beauty and personal care market is valued at over USD 46 billion and is projected to reach $60 billion by 2025.
Beautyworld Middle East 2024 provided an unparalleled platform for networking, knowledge sharing, and business opportunities. The event attracted industry leaders, buyers, distributors, and retailers from around the world, facilitating valuable connections and driving growth within the industry. As the beauty and wellness industry continues to flourish in the MENA region, Beautyworld Middle East remains the go-to event for professionals seeking to stay ahead of the latest trends and innovations.
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Ravi Ramchandani, Show Manager Beautyworld Middle East 2024 said,“This year’s Beautyworld Middle East was the biggest and best we have ever seen, attracting 71,439 visitors. We are delighted that so many international exhibitors and attendees were able to experience three amazing days of insights, networking and education. It was the perfect showcase for our industry which is growing all the time here in the Middle East.”
International participation surged across all show sectors, with notable increases from countries eager to explore products from the Middle East, as well as international novelties. China led the way with a 79% rise in participation compared to 2023, followed by the US (65%) and UK with a 62% increase. Additionally, there was a notable 52% increase in visitors from all over Europe, reflecting the strong appeal of the regional market for global players.
Ravi Ramchandani also said, “Attracting attendees from 164 countries this year, the show was a reflection of a significant interest in brands wanting to grow their global audience. The fragrance world particularly is becoming very invested in this market and we are seeing lots of big brand names creating products specifically tailored to Middle Eastern tastes and traditions.”
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Key highlights
- The Next in Beauty Conference featured a keynote by TV host Joelle Mardinian, and a sustainability message from Sheikh Abdul Aziz bin Ali Al Nuaimi, showcasing the secrets to building a beauty empire.
- Global educators and artists showcased their creativity at the Front Row by Nazih Group stage, while the Nail It! competition showcased the limits of nailcare creativity.
- Beautyworld Middle East 2024 introduced Beauty Beginnings, a collaboration with ILBC, featuring hand-picked brands from the MENA region, including Black Ants, Sisology, and Le Rouge Français.
- Beautyworld Middle East introduced the beautyLIVE stage, featuring live hair and makeup demonstrations. Goldwell’s Arabian Color Fiesta featured finalists for Hair Colorist of the Year, Hair Cutter of the Year, and New Talent of the Year, featuring brands like LAKME and Addoony.
- Maria Dowling, Middle East’s ‘Queen of Colour’, was awarded the Lifetime Achievement Award at the Beautyworld Middle East Awards for her significant contributions to the beauty and wellness industry.
- Beautyworld Middle East’s official scent, ‘Zenith Echos’, was chosen by 15 international fragrance houses, with Anne Louise and Eloise Bernard from Expressions Parfumées creating a blend that embodied the show’s essence.
Beautyworld Middle East 2025
The next edition of Beautyworld Middle East will be held at Dubai World Trade Centre from 27 to 29 October 2025.
