Dubai is a key region for the beauty industry, with current valuations at $31 billion and projections indicating growth to $60 billion within five years, according to Messe Frankfurt Middle East’s Portfolio Director – Consumer Goods Teresa Heitor.
Heitor’s comments came on the sidelines of Beautyworld Middle East 2024, held at the Dubai World Trade Centre.
Speaking to Arabian Business, Heitor explained that Beautyworld Middle East brings together manufacturers, suppliers, and buyers from around the world under one roof, featuring 2,000 companies and attracting over 70,000 visitors across its three-day duration.
“What we do is create connections. We make sure the right people are under the same roof over three days,” Heitor said.
“The only way we attract visitors and keep them coming year after year is if we not only have the traditional suppliers they buy from but always have something new,” she added.
The event highlights include ‘Beauty LIVE’, an experiential stage hosting demonstrations of hair colour, makeup, and skincare applications. A hair colour competition and ‘Nail It’, a nail art competition, formed a key part of the exhibition’s interactive elements as well.
When asked about significant trends in the region, Heitor said that there has been an interest among consumers towards “clean and conscious” offerings.
“We’re seeing the clean and conscious trend. More organic products, more clean brands, because the consumer these days, especially the younger generation, wants to relate to brands. They want to see if it’s ethical, where the ingredients come from, if it’s recyclable,” she said.
Beautyworld Middle East: A global beauty showcase
This year, Beautyworld Middle East featured country pavilions showcasing distinct regional specialities, with pavilions such as the Korean pavilion demonstrating the ten-step cleansing regimen, whilst Brazilian hair care products targeting similarities between Brazilian and Arab hair types.
France presents fragrance collections, and Italy displays cosmetics, alongside Turkey’s growing market presence, Heitor explained, adding that overall the event maintains its business-to-business focus, with a Premium Club offering targeted meetings for select buyers.
Moreover, a ‘Beauty Beginnings’ section will provide space for brands to establish industry connections in the MENA region at Beautyworld Middle East, which includes a “curated” exhibitor list, Heitor said.
“We curate our exhibitor lists because it’s important that we keep the level of quality our visitors expect from us,” she said, adding that the exhibition works with international sales networks and government partnerships to maintain standards.
Future plans include further expanding experiential features and enhancing personalised approaches through optimised matchmaking services.
“We’re here to add value to every single one of them – 70,000 visitors and close to 2,000 exhibiting companies,” Heitor concluded emphasising their commitment to sustainable growth.
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