Beautyworld Middle East 2025: Dubai Global Beauty Capital

PetitePaulina – Beautyworld Middle East 2025 broke all records, transforming the Dubai World Trade Center into a global beauty hub from October 27 to 31. For the first time in its 29-year history, the entire venue was filled with exhibitors, covering 1.1 million square feet, roughly equal to 14.5 soccer fields. This year, 85,000 visitors from 178 countries attended the event a 19 percent increase from last year. The numbers reflect not just growth but also the Middle East’s rising influence in the global beauty scene. “The world is coming to Dubai for beauty,” said Ravi Ramchandani, the show’s director. “This city now truly stands as the global capital of perfumery and beauty.” His words captured the event’s spirit bold, energetic, and forward-looking.

The Middle East Leads Global Beauty Growth

The scale of this year’s fair mirrors the region’s booming beauty market. According to Euromonitor International, the Middle Eastern market reached $44 billion in 2024, growing 18 percent annually, well above the global average of 7 percent. The firm expects a steady 16 percent compound growth through 2029. “This market isn’t just expanding it’s setting new standards,” Ramchandani explained. Consumers in the region spend more per capita on beauty than almost anywhere else in the world. That spending power has drawn global giants. Ulta Beauty opened its first regional store in Kuwait with ambitious expansion plans, while Sephora’s Dubai Mall flagship remains one of the world’s highest-performing beauty stores. Together, they signal how the Middle East is no longer a secondary market it’s becoming a global trendsetter.

Fragrance: The Beating Heart of Middle Eastern Beauty

Fragrance defines the Middle East’s beauty culture. Euromonitor data shows that fragrance sales across the Middle East and Africa grew 11 percent in 2024, compared to 7 percent worldwide. The region’s love for perfume was on full display as more than 100 niche fragrance houses showcased their creations double last year’s number. Sabrya Meflah, president of Fine Fragrances at IFF, described the region as “a creative epicenter” that is transforming global perfumery. “Here, fragrance isn’t just a product; it’s a treasure,” she said. IFF recently opened a creative hub in Dubai, emphasizing the city’s importance in fragrance innovation. Arabic scent profiles rich, long-lasting, and emotionally expressive continue to shape how Western brands craft perfumes today. The Middle East, once a consumer, now drives global fragrance artistry.

Global Brands Embrace a Passionate Market

Among international participants, Veronique Gabai, former global president of Estée Lauder Fragrances, stood out. Launching her own brand in 2020, she joined Beautyworld Middle East for the first time this year. “The consumers here have extraordinary taste,” she said. “They love complexity, longevity, and craftsmanship.” Her booth drew hundreds of visitors daily, eager to experience perfumes made for both skin and fabric. Gabai shared that she’s developing scents designed specifically for the Middle East richer in sillage and depth. “People here want a fragrance that tells a story and lasts,” she added. For her, meeting customers face-to-face was the highlight. “That human connection hearing their thoughts and seeing their reactions that’s what makes events like this truly special.”

Wellness Brands Find New Energy in the UAE

Beyond beauty, wellness innovation shone brightly at the event. Jill Cnudde, founder and CEO of Bbody, a Belgian wellness brand, said she sees the Middle East as a promising new market. “The UAE has my heart,” she admitted. “It’s less saturated than Europe or the U.S., giving us room to lead.” Her brand, which focuses on biohacking, longevity, and supplement absorption, aligns perfectly with the region’s rising interest in holistic well-being. Participating for the first time, she met with major retailers, including Boots, and is even considering moving her corporate base to Dubai. “This region rewards ambition,” Cnudde explained. “Here, innovation isn’t just welcomed it’s celebrated.” Her enthusiasm reflected the fair’s broader spirit: ambition, energy, and the drive to shape the future of global wellness.

K-Beauty’s Global Momentum Finds a New Home in Dubai

Korean skincare dominated conversations at Beautyworld Middle East 2025. Brands like Wishtrend, VT Cosmetics, and Skin1004 drew massive crowds throughout the week. Sarah Chung Park, cofounder of Landing International, presented data showing that K-beauty exports hit $10 billion in 2024, making South Korea the third-largest cosmetics exporter globally. The UAE and Saudi Arabia have become major importers, with UAE imports doubling from $82 million to $171 million and Saudi’s demand rising 69 percent last year. “UAE is now one of Korea’s top four skincare importers,” Chung Park noted. The popularity of K-beauty stems from its innovation clean ingredients, sleek packaging, and technology-driven formulas. As consumers in the Middle East seek quality and novelty, Korean brands continue to rise, blending science with artistry to capture hearts across the region.

Beautyworld: A Global Hub for Creativity and Collaboration

For Haneen Odeh, founder of Dubai’s luxury salon Snob, Beautyworld is a treasure trove of discovery. “I walk the floor looking for innovation and authenticity,” she said. “The market is crowded, so I focus on products that stand out.” This year, she found exciting brands like Femmue, which combines floral therapy with biotechnology, and Remilia, known for its botanical formulations. She also praised Bodyguardz for its groundbreaking red-light skincare device. “Beautyworld lets me see where innovation is happening fastest,” Odeh explained. “It’s where you can spot trends before they reach retail.” As Dubai and Saudi Arabia continue to grow into global beauty powerhouses, events like Beautyworld act as bridges connecting brands, distributors, and consumers driving the evolution of the beauty industry worldwide.