The beauty and personal care market is likely to carry on growing in most product categories in Middle East and Africa over the next years. Colour cosmetics in particular are skyrocketing, with a predicted 35% increase between 2009 and 2014, according to Euromonitor International.

Saudi Arabia and UAE lead the way

The market research firm, which was commissioned by the organizers of Beautyworld Middle East, the leading trade show in the region, explains that United Arab Emirates (UAE) and Saudi Arabia continue to attract the world’s most significant beauty care retailers and manufacturers.

Colour cosmetics appear as the main market drivers. Indeed, Euromonitor International predicts that the market for colour cosmetics in the Middle East and Africa would reach an impressive US$ 2.3 billion by 2014.

The research firm estimates that women in the UAE spend more on colour cosmetics than do their counterparts in the UK and France, highlighting the importance of the market for cosmetics makers. Indeed, women in the Emirates consider premium beauty care products as an affordable luxury.

Beautyworld Middle East rides market growth

Ahmed Pauwels, CEO, Epoc Messe Frankfurt

Ahmed Pauwels, CEO, Epoc Messe Frankfurt

The steady growth of beauty and personal care market in this region is also impacting Beautyworld Middle East. “We are seeing year on year growth to mirror the market sentiments,” said Ahmed Pauwels, Chief Executive Officer, Epoc Messe Frankfurt, organiser of the show. “We have seen a marked increase in the number of exhibitors booking their stands earlier and also requesting bigger space than in previous years. We have also seen an increase in the number of new international enquiries. This signals towards the growing importance of this region for international brands,” he added.

Actually, Beautyworld Middle East 2012 is announced to be approximately 20% bigger than the previous edition. As a consequence, the event is moving to the brand new state-of-the-art Sheikh Saeed Halls and Trade Centre Arena at the Dubai International Convention and Exhibition Centre, where more space is available.

Furthermore, the show will be divided into four distinct areas, namely:

- Hair, Nails & Accessories;
- Machinery, Packaging & Raw Materials;
- Cosmetics, Skincare & Fragrance;
- and Professional Equipment & Spa.

Beautyworld Middle East 2012 will take place from May 29 to 31.