Pushed by the ramping Middle East and Africa market, Beautyworld Middle East has further increased its performances in its latest Dubai edition (November 2023). Now the attention moves to Beautyworld Saudi Arabia, in Riyadh, which will become the centre of attention of the industry from February 11th–13th 2024.

Estetica Export has interviewed Flyn Roberts, Portfolio Director – Consumer Goods at Messe Frankfurt Middle East GmbH

You take care of an area that is booming at least for the hair and beauty industry.
The recent edition of Beautyworld Middle East in Dubai has been very successful. Can you give us some numbers and your comments about this event?

“2023 was another record-breaking year for Beautyworld Middle East. Not only did the show floor itself increase by 24% in size, with an impressive 1,754 exhibitors, but visitor numbers also surpassed even our own projections with the 3-day event welcoming over 65,000 attendees from across 156 countries, a 23% increase on the 2022 event.

Spanning 15 halls and with strong exhibitor growth against all product categories including Hair, Fragrance, Cosmetics & Skincare it is also especially encouraging to see the increase in international visitors including a 33% increase in attendees from the Asia Pacific region and 28% from both the Americas and the surrounding GCC countries.

The world of beauty was also truly represented in the Country Pavilion halls with 25 pavilions spanning Europe, Asia, North America and South America”.

Flyn Roberts, Portfolio Director – Consumer Goods at Messe Frankfurt Middle East GmbH

Despite more fairs blossoming in the area, the Dubai appointment of BWME is still able to grow significantly. What are the reasons?
“Beautyworld Middle East has once again proven itself as the industry’s chosenplatform for connection, inspiration and global trade opportunities in the region. Geographically and economically, Dubai is one of the world’s key trade hubs, and as a city itself Dubai attracts a lot of international attention as a destination for both business and pleasure, and I think that is the icing on the cake for a lot of our exhibitors and visitors. Not only can they connect and trade at one of the world’s largest and most significant industry events, but they also get to enjoy the benefits of this truly vibrant and energetic city including amazing hotels, restaurants and attractions.

For the region itself the Middle East and Africa market is projected to reach $47 billion by 2027 according to McKinsey & Company reports making it a thriving market for the beauty industry right now with 12% growth forecasted year on year right up until 2027, double that of some of the more established markets like Europe and the US. And here in the GCC the UAE and Saudi Arabia in particular are the key drivers continuing to attract interest from around the world.
The success of Beautyworld Middle East over the last few years really is a testament to the massive growth and opportunity here in Dubai and the Middle East region as a whole, and it’s great to see the rest of the world really starting to take notice of that”.

So that should be a good indicator for your edition of Beautyworld in Saudi Arabia… what are the expectations for next year’s edition?

“We are very excited about the upcoming edition of Beautyworld Saudi Arabia on the 11-13 February 2024 in Riyadh, especially following the success in Dubai last month. As one of the most promising and fastest growing markets in the world, Saudi Arabia is hot on everyone’s radar right now and as the Kingdom’s only dedicated exhibition for beauty, fragrance, hair and wellbeing, we’ve seen exceptional growth since the last event held in 2022.

Doubling in size and bringing the widest number of exhibiting companies in the event’s history, over 250 exhibitors will fill all four halls the Riyadh International Convention & Exhibition Centre”.

Any special activity at Beautyworld Saudi Arabia that you want to underline?
In 2024 we will welcome pavilions for France and Korea for the very first time as well as strong participation from China, Hong Kong and Turkey.

Specifically in Hair, exhibitors like Wahl, Sadapack and distributor Al Nasaem will showcase and demonstrate their latest and products and brands along with plenty of live content on our stages across the 3 day show.

Why is the hair and beauty sector going so well in the Middle East? Do you think this trend will keep going for the next few years?
“The Middle East has a reputation for high spending on beauty products and services and with a predominantly younger demographic, highly influenced by international trends and social media, the market successfully caters to both luxury and budget-conscious consumers, with a strong emphasis on premium products.

In the UAE itself, Dubai and Abu Dhabi are beauty and luxury hubs in the region, attracting expats and high levels of tourism from across the Middle East and the globe. Saudi Arabia has a large and rapidly growing beauty market with huge potential thanks to government backed initiatives like the Vision 2030 plan to modernise the economy, and create extensive opportunities that the local population, notably women, are poised to relish, driving both economic growth and propelling the beauty products market towards heightened prosperity.

Qatar, Bahrain and Kuwait are also markets fuelled by an affluent population, luxury malls and key shopping destinations and a culture valuing personal appearance and professional beauty services.
As the region continues to expand, urbanization and a growing multicultural population will see the hair and beauty markets continue to thrive in the coming years, making it the perfect opportunity for local and international players in the industry to both establish and expand their reach in one of the most promising markets globally”.

What are you working on for the next editions of these fairs?
“There is no rest for the team at Beautyworld as we continue to ensure we create a platform to bring the global industry together for networking, education, innovation and business growth and keeping all eyes firmly on the region for a long time to come.

Demand off the back of this year’s Dubai show is high and we expect double-digit growth once again in 2024. We look forward to further evolving not only the show floor and the number of brands on display, but also expanding Beautyworld’s program of high-quality content and experiences for our visitors and exhibitors alike, especially for the hair and salon sectors”.