Beautyworld Middle East launches Health & Wellbeing zone to spotlight holistic beauty
Beautyworld Middle East 2025 will debut a dedicated Health & Wellbeing zone in Hall 4, marking a significant step in recognising the convergence of wellness and beauty.
The new feature brings together nine international brands focused on ingestibles, nutraceuticals and wellness-led innovations.
According to show manager Ravi Ramchandni, the new zone “makes visible what the industry has long felt: beauty no longer lives only on the skin.” He added that global consumers increasingly seek products that support health from within, reflecting a growing shift toward holistic wellbeing.
The launch comes as the global wellness market, valued at $4.4 trillion in 2022, continues to expand rapidly. Research from Mintel projects it will almost double by 2027, driven by consumer demand for transparency, clean labels and science-backed solutions.
The Health & Wellbeing zone will feature nine brands from across Europe, Asia and the Middle East. UK-based Feel will present its plant-based collagen alternative, while The Swedish Glow and Belgium’s BBODY bring formulations designed to support skin and vitality through daily supplements.
Japan’s Pro Labo Holdings returns with research-led nutraceuticals, and Turkish brands Kiperin and Maruderm highlight advances in metabolic and dermacosmetic wellness.
India’s Aeronutrix will showcase its Chicnutrix range and Dubai-based Nutrili introduces new collagen and probiotic lines.
Germany’s AetO Beauty completes the line-up with a curated portfolio of professional skincare and wellness products.
Positioned as a hub for retailers, brands and investors, the Health & Wellbeing zone reflects a growing alignment between aesthetic and functional health sectors. The initiative offers a snapshot of how leading companies are redefining beauty through science, lifestyle and holistic self-care.
For Feel founder Boris Hodakel, the trend marks a lasting change in consumer habits. He said: “Customers are turning supplements into daily rituals. Many use Feel Pro Collagen in their morning water or smoothies to support skin, hair, nails, joints and gut health. A vegan, allergen-free and clinically supported formula like Feel Pro Collagen is exactly what they are looking for.”
The Swedish Glow founder Elin Hellqvist-Moayedi said the development reflects a wider transformation in the industry: “Being part of this dedicated wellness space is both an honour and a confirmation of our vision for the future of beauty. By dedicating space to wellness, Beautyworld provides a platform that validates global consumer demand and accelerates the adoption of holistic beauty worldwide.”
BBODY founder Jill Cnudde added: “Today’s consumers are seeking long-term results and a healthier lifestyle, not temporary solutions. They want transparency, functionality, and products that help them feel good and look better without compromising on quality. Wellness is no longer a side note in beauty—it is at the core.”
Nutrili founder Nour Antabli said she hoped the event would highlight how accessible wellness has become. She noted: “We want to show how small, daily choices, like adding probiotics or collagen, can have a real impact on both health and beauty.”
Beautyworld Middle East 2025 takes place in Dubai with the Health & Wellbeing zone located in Hall 4.