- More than 2,500 exhibitors from 68 countries took part in the 29th edition of the beauty industry’s flagship event
- Total visitor attendance soars to 85,291 from 178 countries, with international visitors up almost 31% compared to 2024
- Beautyworld Middle East 2025 comes alive with immersive experiences, live showcases, and insightful conferences, redefining global beauty tradeshows
A visitor explores new scent launches at Beautyworld Middle East 2025, the show’s most international edition yet, held Oct. 27–29 at Dubai World Trade Centre.
Beautyworld Middle East 2025 was the most international and influential edition in the show’s 29-year history. Held from October 27-29, 2025 at the Dubai World Trade Centre, the event drew more than 2,500 exhibitors and a record 85,297 visitors from 178 countries, underscoring Dubai’s position as a global capital for the beauty and wellness industry.
Building on the momentum of 2024’s record performance, the 2025 show expanded to 22 halls, making it the largest beauty exhibition ever staged in the region. The halls showcased global innovation across fragrance, skincare, beauty tech, packaging, personal care, and salon excellence.
“This year’s edition wasn’t just about size — it was about international reach,” said Ravi Ramchandni, Event Director, Beautyworld Middle East. “We’ve truly crossed borders. Beautyworld Middle East 2025 welcomed visitors from all corners of the world, including key markets such as the UK, USA, France, India, Italy, and Spain, alongside emerging visitor groups from Venezuela, Ecuador, Mexico, Argentina, Moldova, and Costa Rica.”
Year-on-year, visitors from the USA increased by 60%, the UK by 31%, France by 70%, India by 53%, Italy by 12%, and Spain by 46% compared to 2024—reflecting strong interest from both established and emerging markets across the Americas and beyond.
A global celebration of beauty and innovation
Going for The Guinness: The barbers who participated in the World Book Challenge.
At the heart of this year’s program was a Guinness World Record attempt, spearheaded by STMNT Grooming Goods co-creator Miguel Gutierrez, better known to millions worldwide as Nomad Barber, and supported by DBD Holding. The event saw 48 barbers from the GCC and Lebanon completed 190 beard trims in one hour, creating a new record category.
The challenge united barbers from across the Middle East region and internationally, spotlighting the artistry, speed, and precision that underpin modern grooming. More than a record, the event symbolizes the strength of a community bound by creativity and craft.
The 2025 edition confirmed Beautyworld Middle East’s transition from a regional showcase to a fully international summit of ideas, artistry, and opportunity. Global attendance surged across all show sectors, with strong representation from Asia, Europe, and the Americas joining an already robust GCC contingent.
Skincare innovation takes center stage as live treatments and immersive experiences bring the global beauty trade to life at Beautyworld Middle East 2025 in Dubai.
New and expanded features highlighted this global focus:
- The debut Next in Fragrance and Next in Beauty conferences brought together over 150 global experts across 52 sessions to explore innovation, sustainability, and the evolving consumer landscape.
- Natural Notes, a new zone dedicated to sustainable and nature-derived fragrance ingredients, showcased nine leading players and highlighted the shift towards clean, conscious perfumery.
- Quintessence expanded to more than 100 niche perfume brands, with Italian luxury house Xerjoff unveiling its UAE Exclusive Collection — a seven-fragrance tribute to the nation.
- BeautyLIVE by Fresha returned bigger than ever, with live demonstrations and international talent across haircare, aesthetics, and salon innovation from brands including Wella and Dyson.
- Makeup Studio made its debut, hosting masterclasses by global artists Hung Vanngo, Nikki Wolff, and Bassam Fattouh, blending international artistry with regional creativity.
Exhibitors from 68 countries showcased global beauty and wellness innovation—spanning fragrance, skincare, beauty tech, packaging, and salon excellence—at Beautyworld Middle East 2025.
Emerging and indie brands also had a strong platform. Beauty Beginnings, returning for its second year, spotlighted 18 breakthrough SME and start-up beauty brands from around the world. Standout names included Remilia, Voir Hair, High on Love, Ki’Olal, and Mann Skincare — the latter, a Dubai-born male grooming brand, won “Male Grooming Product of the Year” at the Beautyworld Middle East Awards 2025 for its Resurfacing Peel.
A new section, First Editions, created in collaboration with ILBC, featured six emerging global beauty brands making their MENA debut. Among them were Juara, Instytutum, and Day+, with Day+ winning “Personal Care Product of the Year” for its UV Drops SPF 50.
Industry insight and business momentum
Record attendance powered the 29th edition of Beautyworld Middle East 2025, drawing 85,297 visitors from 178 countries across 22 halls.
Beautyworld Middle East 2025 reaffirmed its status as a premier B2B meeting point for the global beauty trade. Exhibitors—from multinationals to niche innovators—reported strong business activity, partnership opportunities, and robust distributor engagement.
The show’s growth mirrors the region’s expanding influence in the global beauty market. According to BeautyMatter’s Middle East Market Report, the MENA beauty and personal care industry is forecast to reach around US $60 billion by 2025, driven by demand for premium experiences and innovation. Beautyworld Middle East continues to connect international brands, including those from the US and the wider Americas, with these fast-growing markets.
“We’ve seen extraordinary momentum — not just from the Middle East but globally,” added Ramchandni. “From fragrance to packaging to emerging tech, Beautyworld Middle East 2025 has shown that Dubai is now the global heartbeat of beauty innovation.”
Awards, artistry, and the road ahead
Beautyworld Middle East 2025 redefined the tradeshow experience with live showcases, education, and business momentum connecting brands and distributors from around the world.
The Beautyworld Middle East Awards 2025 celebrated excellence across packaging, sustainability, fragrance creation, and salon innovation, bringing together international brands, formulators, and influencers for a gala night recognising standout achievements shaping the industry’s future.
The Signature Scent Competition brought together 16 leading fragrance houses, each creating a bespoke scent exclusively for the 2025 show. Visitors voted via an immersive AirParfum® experience, with Spanish fragrance house EMSA taking the top honour for Lumière D’Orient, now the official fragrance of Beautyworld Middle East 2025.
With record-breaking exhibitor participation, unprecedented global reach, and a strengthened international agenda, Beautyworld Middle East 2025 stands as the most dynamic and globally connected edition to date.
