With 1,300 exhibitors from 56 countries and 62,130 visitors over three days, Beautyworld Middle East recorded a clear decline in attendance compared with its 2025 edition. Nevertheless, against a challenging geopolitical backdrop, the organizers can take satisfaction in having maintained strong visitor traffic, particularly in the fragrance halls, underscoring the event’s continued appeal.
Once again, the show highlighted the growing prominence of Middle Eastern fragrance brands. Rasasi introduced its new luxury fragrance house, Kenz de Rasasi, while Lattafa unveiled three new fragrances and Armaf presented several launches under its Club de Nuit line. Looking beyond their home markets, regional brands are increasingly seeking to expand their international reach, particularly in the United States, Latin America and South Asia.
The Middle East, a driving force in fragrance creativity
Dubai is increasingly emerging as a global trendsetting hub for fragrance, although its association with perfume dupes remains difficult to shake off. Oud, oriental notes, layering and scentmaxxing continue to resonate with international consumers. Yet regional players are moving beyond these established signatures, exploring new creative territories and building brand identities that appeal to diverse markets worldwide.
To mark the opening of its new creative center in Dubai, Takasago unveiled a collection of 13 original creations tailored to the local market. “We are entering this market by focusing primarily on creativity. We refuse to succumb to the allure of imitations,” says Sylvain Eyraud, VP Fine Fragrance, Europe Sales, Global Marketing and Communication. The company aims to strengthen its support for regional brands, particularly as they pursue international expansion.
Cosmo International Fragrances introduced Plume, a collection inspired by the lightness of birds. Spanning multiple product categories, it includes fine fragrances, body and hair mists, bakhoor and home fragrances.
Sozio, meanwhile, is tapping into the international ambitions of regional brands with Middle East Beyond Borders, a collection of six compositions showcasing the region’s creative influence and its ability to adapt to different market preferences. Among them, Arabia blends floral, fruity and oriental facets, while Savannah explores woody, smoky and resinous notes.
At Argeville, Written in Dust takes inspiration from the desert landscapes, mineral textures and wildlife of the Arabian Peninsula. The collection features eight fragrances across two olfactive worlds: Earth Born and Untamed Creatures.
dsm-firmenich, for its part, presented Flowers Are Watching Us, an immersive exploration of new floral expressions. A key highlight was Muguet Firgood, a natural lily-of-the-valley extract made possible by the company’s patented extraction technology.
Personalization and new technologies
Layering, the art of combining fragrances to create a distinctive olfactory signature, remains a hallmark of the region. Expressions Parfumées is building on this trend with four alcohol-free primers designed to be paired with conventional alcohol-based perfumes to adjust their sillage, longevity and projection.
“This system gives consumers greater control over their olfactory identity, from sillage and longevity to projection. There is a real demand for ways to shape one’s personal aura,” explains Marie-Eugénie Bouge, Marketing and Communications Director at Expressions Parfumées.
The company also showcased Aquaco Essence, an evolution of its Aquaco technology that enables fragrance concentrations of up to 25% in water-based formulas.
SFA Neroli (Symrise) presented three alcohol-free scented balms — in citrus, woody and vanilla profiles — designed to enhance or transform a fragrance’s projection. The company also unveiled seven new compositions showcasing key raw materials from the group’s brands: Lautier, Floral Concept and Symrise’s Symtrap.
“In the region, we see both a strong appreciation of natural raw materials and a high level of expertise in their use. At the same time, price remains a key consideration, making it essential to deliver quality without compromise,” says Alexandrine Demachy, President of SFA Neroli.
Differentiation also extends to the technologies and experiences offered to consumers. Alongside the trade fair, iRomaScents presented an in-store fragrance discovery system combining a testing station, a screen and a mini-printer. Shoppers can explore up to 45 fragrances, while the system collects data on their preferences. According to the company, the solution can boost sales by up to 90%. iRomaScents is set to showcase the system at the next Fragrance Innovation Summit, taking place in Paris on November 25.
An International platform in transition
Alongside major fragrance groups, the show featured a strong presence of Indian suppliers, particularly in ingredients, fragrances and glass.
Beautyworld Middle East also hosted the Beautyworld Dubai Awards, which recognized achievements across 17 categories. Huda Kattan, founder of Huda Beauty, received the Icon of the Year award, highlighting the international success of the Dubai-born brand.
After 30 editions at the Dubai World Trade Centre, the show will move to the Dubai Exhibition Centre at Expo City Dubai in 2027. This change of scale reflects Beautyworld Middle East’s evolution from a regional trading platform into a major international meeting point for fragrance creativity, ambitious regional brands and technologies shaping the industry’s future. The next edition is scheduled for October 19-21, 2027.
