Held at the Dubai World Trade Centre, the 2024 edition of Beautyworld Middle East recorded its highest attendance ever and once again proved to be the not-to-be-missed event for the region’s hair & beauty industry.
Spread across 17 halls, Beautyworld Middle East has consolidated its position as the region’s most important trade show, offering the perfect opportunity for local and international suppliers, brands, companies and beauty professionals to network. This year, the number of visitors increased by more than 10% compared to the previous year, with the participation of more than 70,000 people during the three-day event. The organizers, Messe Frankfurt Middle East, announced that the show attracted 71,439 visitors, marking the highest attendance and participation in its history.
“This year, Beautyworld Middle East was the biggest and best edition we have seen so far. We are delighted that so many international exhibitors and attendees were able to enjoy three incredible days of knowledge, networking and education. It was a perfect showcase for our industry, which continues to grow here in the Middle East,” commented Ravi Ramchandani, Beautyworld Middle East 2024 show manager.
International participation increased across all sectors at the event, with notable increases from China (+79% compared to 2023), followed by the United States (+65%) and the United Kingdom (+62%). In addition, there was a 52% increase in visitors from across Europe.
Highlights
Officially inaugurated by Her Excellency Hessa Bu Humaid, Minister of Community Development, the show included a packed agenda for beauty, skincare, haircare and fragrance professionals.
Highlights included the return of the Next in Beauty conference, which featured TV presenter and beauty entrepreneur Joelle Mardinian as keynote speaker on the first day. While on the closing day, Sheikh Abdul Aziz bin Ali Al Nuaimi, known as the “Green Sheikh,” took the stage to share a message on sustainability.
The Nazih Group’s Front Row stage featured dynamic demonstrations by global educators and artists in the areas of hair, skin care and nails.
This year also marked the debut of Beauty Beginnings, a showcase of selected brands that are new to the MENA (Middle East North Africa) region in various categories. Among them were Black Ants, a fragrance brand that celebrates the timeless essence of nature; Sisology, a South Korean perfume brand; and Le Rouge Français, a pioneering brand in plant-based makeup.
Also making its Beautyworld Middle East debut was the beautyLIVE stage which featured an exciting blend of live hair and make-up demonstrations. On the first day of Goldwell’s Arabian Color Fiesta, the finalists competed for the prestigious titles of Hair Colorist of the Year, Hair Cutter of the Year, and New Talent of the Year. Brands and participants included LAKME – a professional hair care product supplier; Addoony – a luxury Qatari vegan make-up brand made in Italy; as well as Arooba, WAHL Professional, Lakme, Gamma Plus, Zara Yuldasheva and Jeff Reisi.
The Beautyworld Middle East Awards marked a chance to celebrate the top people and products in the beauty and wellness industry across 17 categories. Maria Dowling was honoured with the Lifetime Achievement Award for her services to the hair industry. The Creative Director of her eponymous salon and dubbed as the Middle East’s ‘Queen of Colour’ Maria has enjoyed a hugely successful career spanning over 30 years.
The annual competition to find the ‘Signature Scent’ of the 2024 show saw 15 international fragrance houses take part and visitors given the opportunity to vote for their favourite. ‘Zenith Echos’ was crowned as the official scent for Beautyworld Middle East with perfumers Anne Louise and Eloise Bernard from Expressions Parfumées producing a blend which perfectly depicted the essence of this year’s show.
Save the date:
The next edition of Beautyworld Middle East will be held at Dubai World Trade Centre from October 27th–29th 2025.
For more information click here
