- More than 2,500 exhibitors from around the world took part in the 29th edition of the beauty industry’s flagship event
- Total visitor attendance soars to 85,291. Up almost 20% compared to the figures for 2024
- New zones and features confirm Beautyworld Middle East 2025 as a truly global platform for fragrance, cosmetics, skincare and packaging innovation
Held from 27 to 29 October 2025 at the Dubai World Trade Centre, this year’s event drew more than 2,500 exhibitors and a record-breaking 85,297 total visitors from 178 countries, up nearly 20% on the recorded attendance for 2024, underscoring Dubai’s position as the global capital of the beauty and wellness industry.
Building on the momentum of 2024’s record performance, the 2025 show delivered on a momentous scale, providing diversity, and international presence. Organised by Messe Frankfurt Middle East, Beautyworld Middle East 2025 expanded wtih an additional six halls, creating a total of 22 halls packed with global innovation – from fragrance and skincare to beauty tech, packaging, personal care, and salon excellence – making it the largest beauty exhibition ever staged in the region.
“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. The 2025 show united beauty professionals, innovators, and creators from every corner of the world, confirming Dubai’s status as the global meeting point for the beauty industry.”
With exhibitor numbers up more than 30% on last year’s record-breaking figures, the show was certainly a huge draw for a real cross-section of beauty and personal care businesses, many of whom commented on the significant footfall and the buzz this created on stands.
A Global Celebration of Beauty and Innovation
The 2025 edition marked a major shift in positioning: 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.
The show’s expanded format introduced new and enhanced features that reflected this international focus:
- The debut Next in Fragrance & the Next in Beauty Conferences brought together over 150 global experts, visionary founders, and emerging brands to discuss innovation, sustainability, and the evolving consumer landscape.
- Natural Notes, a new zone dedicated to sustainable and nature-derived fragrance ingredients. It showcased nine natural ingredient players, collectively underscoring the global shift towards clean, green, and conscious perfumery.
- Quintessence – the Art of Perfume expanded its footprint to record numbers, including more than 100 niche and luxury houses that jointlyn served to demonstrate a bridge for East-West olfactory artistry.
- BeautyLIVE by Fresha returned bigger than ever, featuring live demonstrations and international talent across haircare, aesthetics, and salon business innovation. Not to mention the SMNT team breaking a new Guinness World Record for the most beard shaves and trims.
- Makeup Studio made its dazzling debut with masterclasses by global names Hung Vanngo, Nikki Wolff, and Bassam Fattouh, merging international artistry with regional creativity.
- Beauty Beginnings continued its collaboration with the International Luxury Brand Consultancy (ILBC), spotlighting 18 breakthrough SME and start-up beauty brands from across the globe.
- First Editions was another new section this year. Also brought about in collaboration with ILBC, It featured six emerging beauty brands making a regional debut, all showcasing cutting-edge innovations and fresh creativity.
Industry Insight and Business Momentum
Beautyworld Middle East 2025 once again proved to be the premier B2B meeting point for the global beauty trade. From multinationals to niche innovators, exhibitors across all categories reported exceptional business activity, partnership opportunities, and distributor engagement.
The show’s growth parallels 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 consumer demand for premium experiences and innovation. Beautyworld Middle East continues to serve as the key conduit connecting international brands to these fast-growing markets.
“We’ve seen extraordinary momentum — not just from the Middle East but globally,” added Ravi 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 Achievement
The Beautyworld Middle East Awards 2025 celebrated the best in innovation, talent, and creativity across multiple categories, from packaging and sustainability to fragrance creation and salon excellence. The glittering gala night once again brought together international brands, formulators, and influencers to honour outstanding achievements shaping the future of the beauty industry.
Meanwhile, the Signature Scent competition drew 16 fragrance houses from across the world, each creating a bespoke scent for the 2025 show. Visitors voted for their favourite through an immersive AirParfum® experience, culminating in the crowning of Spanish fragrance house EMSA with its Middle Eastern-inspired scent, ‘Lumière D’Orient’ as this year’s official show fragrance.
The Road Ahead
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.
The next edition of Beautyworld Middle East will take place from 6 to 8 October 2026 at the Dubai World Trade Centre.
Add Comment