Sheikha Latifa Opens Global Beautyworld Middle East 2025

H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority, inaugurated Beautyworld Middle East 2025, the region’s largest trade fair for beauty, hair, fragrances, and wellbeing. The grand event is being held at the Dubai World Trade Centre until 29 October and has set a new record in scale and participation, welcoming over 2,500 exhibitors and more than 80,000 visitors from 160 countries.

During her visit, H.H. Sheikha Latifa toured several country and international pavilions and was briefed on the latest innovations shaping the global beauty industry. She was accompanied by H.E. Helal Saeed Almarri, Director General of Dubai’s Department of Economy and Tourism. Occupying 22 exhibition halls, this year’s edition highlights Dubai’s leading role as a global hub for trade, business, and cultural exchange.

The event reinforces Dubai’s growing position as a premier destination for international exhibitions and conferences. It serves as a strategic gateway for global brands entering new markets and plays a key role in boosting economic cooperation across the beauty, health, and wellness sectors. Organised by Messe Frankfurt Middle East, Beautyworld continues to act as the region’s most influential platform for networking, business development, and product discovery.

Ravi Ramchandni, Event Director at Messe Frankfurt Middle East, highlighted that Beautyworld Middle East has evolved into the global crossroads of the beauty industry, where creativity meets opportunity. New experiences this year—such as First Editions, Makeup Studio, Natural Notes, and Next in Fragrance—are designed to inspire, educate, and connect industry professionals.

Among the major features is First Editions, located in Hall 6, which showcases eight emerging global brands that combine skincare innovation and holistic wellness. These brands were selected by Valérie Kaminov, Founder of International Luxury Brand Consultancy, for their growth potential in the global market.

Following its success last year, beautyLIVE by Fresha returns in an expanded format with live masterclasses, celebrity transformations, and an official attempt to set a Guinness World Record for the most beard shaves and trims in an hour.

The event features world-famous makeup artists including Hung Vanngo, Bassam Fattouh, and Nikki Wolff, who are presenting exclusive sessions on beauty artistry and global trends. The live shows, hosted by brands like Wella, Dyson, and STMNT, offer creative experiences in hair styling and makeup design that appeal to both professionals and enthusiasts.

For the first time, a dedicated area is showcasing natural fragrance ingredients such as rose, oud, patchouli, and citrus. Developed with Resperfuma, the section highlights sustainable sourcing and biodiversity protection by nine leading global producers.

The Next in Fragrance initiative brings together master perfumers, creators, and industry leaders for 26 interactive sessions, including keynote talks by Roja Dove and Mohamed Hilal, Founder of the Mohamed Hilal Group, which owns the popular Emirati perfume houses Hind Al Oud and Anfasic Dokhoon.

Quintessence, one of the exhibition’s signature areas, returns in a larger format, showcasing over 100 niche perfume brands such as Xerjoff, Sospiro, and Boadicea the Victorious. The section celebrates luxury, craftsmanship, and artistic storytelling in perfumery, offering a space for buyers to discover unique creations.

The Beauty Beginnings zone highlights 18 promising startups and small enterprises working in skincare, fragrance, and haircare. Brands such as Ki’Olal, Exoceuticals, and High on Love are among those showcasing their innovative products aimed at shaping the future of beauty and wellness.

The sixth edition of the Beautyworld Middle East Awards will take place on 29 October 2025 at the Conrad Hotel Dubai, recognising excellence and leadership across 17 categories. Awards will include Home-Grown Brand of the Year, Niche Fragrance of the Year, and Conscious Brand of the Year.

The gala will gather top executives, creators, and innovators from around the world, celebrating Dubai’s status as a center for creativity, sustainability, and international collaboration in the beauty industry.