Middle East: one of the hottest beauty markets globally – with double-digit growth, high consumer spending power, and a flood of new launches, it’s fast becoming the go-to destination for ambitious international beauty brands.
When I mention beauty in the desert, many think of California’s Coachella Valley. But today, our focus shifts to another desert stage: Dubai, where Beautyworld Middle East, the largest international trade fair in the the Middle East, prepares to gather the global beauty industry in the heart of the Arabian Desert.
Beautyworld Middle East will take place October 27–29, 2025 at the Dubai World Trade Centre. The show attracts more than 71,000 professionals from 164 countries and features 2,000+ exhibitors from over 70 countries.
With one of the highest per capita spends on beauty worldwide, the Middle East has become a strategic entry point for ambitious brands. The region’s beauty and personal care market is projected to exceed USD 50 billion by 2027, fueled by trend-savvy consumers, a booming retail ecosystem, and strong demand for niche and luxury products.
Beautiful Beginnings: Gateway to the Middle East
One of the incubator programs at Beautyworld is their Beauty Beginnings discovery zone for retailers, buyers, and distributors looking for the next generation of beauty brands expanding into the Middle East.
“Beauty Beginnings is more than just a showcase—it’s a gateway,” said Ravi Ramchandni, Show Manager, Beautyworld Middle East. “We’re giving startups and SMEs a chance to make those crucial first connections with buyers, distributors, and retailers who can unlock their growth in the MENA region. For visitors, it’s about discovering what’s next, before it hits the mainstream.”
Innovation on Show
Innovation and consumer trends on show – from clean and conscious beauty to new-gen indie brands, Beauty Beginnings offers a first look at how global trends are evolving in the Middle East.
This year’s Beauty Beginnings will spotlight 18 emerging brands from Europe, the Americas, and beyond. Hand-picked for creativity and innovation, they represent the next wave of beauty concepts in skincare, haircare, fragrance, and intimate wellness.
Some highlights include:
- Ki’Olal – ancient ritual-inspired skincare
- Exoceuticals – exosome-based formulas from regenerative medicine
- High on Love – luxury sensorial self-care
- CO2 Lift – non-invasive, at-home carboxytherapy treatments
- BodyGuardz – mobile phone red light therapy screen
- MÄNN Skincare – a Dubai-based men’s line blending luxury with performance
- Remilia – mono-dose hair treatments
Other participants include Beauty and the City, Daniel Laura (Germany), SkincareStories (Denmark), Voir Haircare (Canada), and Sevin London (UK).
A Launchpad for Growth
For these emerging names, Beauty Beginnings offers rare visibility in a region hungry for fresh ideas. “Beyond products, we’re sharing a vision: that men’s skincare can be luxurious, high-performance, and holistic,” said Ken Hoellmann, founder of MÄNN Skincare. “We look forward to connecting with retailers, press, and partners, and starting conversations that put men’s beauty and wellbeing firmly on the global stage.”
Beautyworld Middle East 2025 Welcomes Celebrity Makeup Artist Hung Vanngo
Vanngo, known for his work with A-list stars including Selena Gomez and Bella Hadid, will deliver a live Masterclass, blending bold artistry with Middle Eastern beauty culture.
Another exciting activation planned will feature celebrity makeup artist Hung Vanngo, known for his work with Selena Gomez, Bella Hadid, and Jennifer Lopez. Vanngo will headline the show’s first-ever Makeup Studio.
Making his first professional appearance in the region, Vanngo will lead an exclusive live Masterclass on the opening day, October 27, at 1 p.m. His session will combine his signature artistry with insights into Middle Eastern beauty culture, coinciding with the launch of his own line, Hung Vanngo Beauty.
The new Makeup Studio, located in The Pavilion behind Hall 6, will be a hub for creativity and professional artistry. Alongside Vanngo’s Masterclass, it will feature live demos, pro tips, and showcases from leading brands including Make Up For Ever, Laka, Tir Tir, Transformulas, Milktouch, Palladio Beauty, Sothys, and Liht Organics.
“It’s an honor to headline the new Makeup Studio stage at Beautyworld Middle East,” says Vanngo. “This region’s passion for beauty and innovation is inspiring, and I’m excited to share my artistry and introduce my new brand. For me, makeup is about empowerment and fun, and I hope to inspire others as I’ve been inspired throughout my journey.”
About Beautyworld Middle East
Beautyworld Middle East 2025 will feature over 2,000 exhibitors from 70 countries and is expected to attract 71,000+ visitors from across 164 nations.
For more information, visit www.beautyworldme.com
About Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With a workforce of some 2,500* people at its headquarters in Frankfurt am Main and in 28 subsidiaries, it organises events around the world. Group sales in financial year 2024 were around € 780* million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services. Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility and diversity.
For more information, please visit our website at: www.messefrankfurt.com/sustainability
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
About Messe Frankfurt Middle East
Messe Frankfurt Middle East’s portfolio of exhibitions includes: Automechanika Dubai, Automechanika Riyadh, Beautyworld Middle East, Beautyworld Saudi Arabia, Intersec, Intersec Saudi Arabia, Gifts & Lifestyle Middle East, Logimotion, Light + Intelligent Building Middle East and Paperworld Middle East. In the 2024/25 event season, Messe Frankfurt Middle East exhibitions combined featured 7,450 exhibitors from over 68 countries and attracted 249,500 visitors from 164 countries.
For more information, please visit our website.
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