Since partnering with Notes Shanghai Exhibition, Messe Frankfurt, the organizer of the Beautyworld Middle East trade fair, has made no secret of its ambition to bring the concept to the Emirates.
It is now official: the inaugural edition of Notes Dubai will take place from January 21 to 23, 2027, at the Dubai Mall Exhibition Centre.
The first two days are dedicated to business connections between exhibiting brands and distributors and retailers, while the third day opens to consumers, collectors and enthusiasts to discover the latest launches ahead of general release.
The event will be complemented by a program of conferences and activities designed to showcase olfactory culture.
According to Alex Wu, founder of Notes Shanghai, the expansion marks a “natural evolution” of the show, enabling “independent creators’ cross borders seamlessly.”
A strategic region for the perfume industry
The organizers of Notes Dubai also aim to capitalize on the dynamism and growing influence of the Middle Eastern perfume industry. "The GCC has stopped being a market the fragrance world simply sells into. It now shapes it. Brands born here are sold around the world, and international houses want to be in Dubai because this is where East and West meet. Notes Dubai is built to work both ways, a launchpad for regional brands and a route for international ones,” said Ravi Ramchandani, the event’s director.
Messe Frankfurt believes Dubai’s rich perfume culture and strategic position between East and West make it "an ideal setting for this event."
“Fragrance already accounts for 49% of total luxury beauty spend in the region, an exceptional share that speaks to both consumer appetite and market sophistication. These dynamics call for a platform that is purpose-built for the category and able to serve its distinct pace of growth, ambition and opportunity,” highlighted Flyn Roberts, Chief Commercial Officer, Messe Frankfurt Middle East.
Ahead of its official launch, Notes Dubai hosted its first industry preview at Terrazza Duomo 21 in Milan during Esxence, in partnership with Paris-based fragrance house Scentologia. The preview brought together international retailers, distributors, perfumers and creators, and coincided with Scentologia’s presentation of Nitro Musk.
