Now in its 29th year, Beautyworld Middle East will open its doors from 27–29 October 2025 at the Dubai World Trade Centre. The event set to welcome more than 2,000 exhibitors from over 68 countries and more than 75,000 trade professionals from around the globe.
“We’ve reimagined the show for 2025 with fresh energy, new experiences, and even broader global reach,” highlighted Teresa Heitor Goncalves, Portfolio Director at Messe Frankfurt Middle East. “This is a space where deals are made, trends are sparked, and boundaries are pushed across every sector - from fragrance and skincare to packaging, tech and wellness.”
A premier trade show for fragrances
Perfume is a hot category worldwide, and Beautyworld Middle East stands out in this field with its rich cultural heritage and vibrant, fast-growing market.
Alongside the established Next in Beauty educational program, this year marks the debut of Next in Fragrance — an immersive three-day experience dedicated to the art and business of perfume.
With a total of 26 talks, Next in Fragrance will feature names like Vernonique Gabai Pinsky, Ralph Bou Nader of Arabian Oud and will feature well known British perfumer Roja Dove.
Roja Dove will take the stage at 12:45 pm on 27th of October in Zaabeel Hall 3 to deliver a keynote weaving the artistry of scent creation with insight into consumer psychology, luxury branding, and global trends in niche perfumery.
Alex Wiltschko, CEO and Founder of Osmo.AI will explain how his company has digitized scent (28 October 2025 at 10:45 am).
For its part, Premium Beauty News will moderate a panel discussion on fragrance trends in Brazil and the USA, two very different markets that demonstrate that fragrance is also an expression of culture and identity (28 October 2025 at 4:45 pm).
This year, fragrance professionals can look forward to larger exhibition spaces, especially the Quintessence area — a showcase for 75 niche perfume houses, including standout brands such as Xerjoff, Bohoboco, and Nobile 1942.
In parallel, 20 fragrance houses exhibiting at the show will compete for the event’s best scent.
And much more…
However, while fragrance remains the driving force of the show, Beautyworld Middle East now extends its reach to numerous other categories.
Hairdressing and hair care are among the show’s highlights. During the three day event, the beautyLIVE by Fresha program brings some of the world’s most talented hairstylists, colorists, and barbers together for live stage showcases.
Beautyworld Middle East’s Hair Salon section hosts over 100 exhibitors offering a wide range of salon supplies. This market’s importance in the region also attracts many international companies. More than 50 Brazilian exhibitors, for example, will participate in the event as part of the collective pavilion curated by Beautycare Brazil.
The show’s continued growth is also driving momentum across other segments, particularly makeup, a key category in the Middle Eastern market, and packaging, which records a steady rise in exhibitors year after year.
With fragrance as its keystone and a successful diversification strategy, Beautyworld Middle East has established itself as the leading venue for the beauty and wellness sectors in the region. As it approaches its 30th anniversary, the organizers’ ability to unite heritage, innovation, and opportunity positions the Dubai show as a strategic platform for the global beauty industry.
