It was one for the record books. Beautyworld Middle East 2024 wrapped up with groundbreaking success, drawing an unprecedented 71,439 attendees from across the globe to the Dubai World Trade Centre from Oct. 28 to 30. This marked the largest turnout in the history of this esteemed international trade fair for the beauty and wellness industry.
Organized by Messe Frankfurt Middle East, the 28th edition of this mega-event spread across 17 halls, affirming its status as the premier global platform for beauty professionals. Exhibitor participation soared with 2,000 global and regional showcases, reflecting a vibrant expansion of 10 percent in visitor numbers over the previous year. This surge underscores the eminent role of Beautyworld Middle East as a nexus for the rapidly growing beauty and wellness sectors within the region.
The beauty and personal care market of the MENA area will reach $60 billion by 2025.
This year’s event showcased top-notch innovations across various sectors including Fragrance, Cosmetics and Skincare, Beauty Tech, Personal Care and Hygiene, Hair, Nails, and Salon Supplies. The 2024 show was distinguished by an 8 percent growth in international visitorship from 164 countries — an addition of 8 countries from last year — highlighting its global appeal.
Ravi Ramchandani, Show Manager for Beautyworld Middle East, said, “This year’s record-breaking attendance and the dynamic international exhibitor lineup have unequivocally made Beautyworld Middle East the best ever. Participants from around the world took advantage of unparalleled opportunities for insights, networking, and education over three impactful days.”
The GCC region’s allure as a lucrative marketplace is further validated by the BeautyMatter Middle East Market Report 2024, projecting the beauty and personal care market of the MENA area to reach approximately $60 billion by 2025.
Noteworthy International Participation and Exhibitor Satisfaction
International exhibitors noted significant participation increases, with China leading at 79 percent, followed closely by the U.S. and U.K. with 65 percent and 62 percent increases, respectively. Europe overall saw a 52 percent increase in participation.
“Attracting attendees from 164 countries this year, the show was a reflection of a significant interest in brands wanting to grow their global audience,” Ramchandani noted. “The fragrance world particularly is becoming very invested in this market and we are seeing lots of big brand names creating products specifically tailored to Middle Eastern tastes and traditions.”
Newcomers and longtime exhibitors shared positive feedback. Mohammed Majrashi of Saudi Arabia’s Laverne Perfume, a first-time exhibitor and winner of the Best Media Campaign of The Year, remarked on the strategic opportunities the fair provided in connecting with new distributors and customers. “This is our first time here in Beautyworld and we also won one of the awards for Best Media Campaign of The Year,” Majrashi said. “We decided to come because we want to connect with more distributors, more suppliers, and more customers, of course. I hope we will be back next year.”
Meanwhile, Oh Young-Woo, CEO of South Korea’s Face Factory, praised the event for enhancing international reach and showcasing Asian beauty innovations to the Middle East market. “Being back
in Dubai, an international and diverse city, provides our brands with an excellent opportunity to expand their reach and connect with buyers and distributors,” Young-Woo said. “Additionally, Seoul is renowned for its beauty innovations, and we want Middle Eastern customers to experience this as well.”
Event Highlights and Future Endeavors
The event was graced by officials such as Her Excellency Hessa Bu Humaid, who inaugurated the show. The packed agenda included the impactful Next in Beauty Conference, the Front Row by Nazih Group stage, and the debut of Beauty Beginnings in collaboration with International Luxury Brand Consultancy, featuring pioneering brands like Black Ants, Sisology, and Le Rouge Français.
Furthermore, the new beautyLIVE stage dazzled attendees with live demonstrations, crowned by the extraordinary Goldwell’s Arabian Color Fiesta. The highly anticipated Beautyworld Middle East Awards celebrated industry leaders, with Maria Dowling receiving the Lifetime Achievement Award for her significant impact on the hair industry.
The overwhelming success of Beautyworld Middle East 2024 sets a high expectation for its next iteration, scheduled from October 27 to 29, 2025, promising even greater feats in the beauty and wellness panorama.
For additional details, please visit the Beautyworld Middle East website: Beautyworld Middle East.
