Middle Eastern fragrance brands to take centre stage at Tones of Beauty 2026 in London
Middle Eastern beauty and fragrance brands will have a major presence at Tones of Beauty 2026 as the UK trade event returns to ExCeL London on 1-2 July.
Organisers say the show will feature its largest-ever representation from the region, reflecting growing global demand for Arabian beauty and fragrance products. Arabian perfumier Dkhoni has signed as the title sponsor, while Al Haramain, ARMAF and Fragrance World will sponsor the fragrance category.
More than 100 fragrance brands from the UAE, Saudi Arabia, Turkey and other international markets are expected to exhibit, making it the largest fragrance showcase at the event to date.
Launched in 2025, Tones of Beauty focuses on multicultural beauty and has grown significantly since its debut. The 2026 event is expected to attract more than 4,000 beauty professionals and over 200 exhibitors.
Fragrance will be a key focus of this year’s exhibition, with organisers citing continued growth in the UK fragrance market. Exhibitors will showcase a range of luxury, niche, wellness and culturally inspired fragrance concepts, including products influenced by traditional Arabian perfumery.
Alongside the expanded fragrance offering, the event will introduce several new features, including a UK Discovery Hub for emerging British beauty brands, a K-Beauty Showcase, and a dedicated Textures of Hair Zone.
A conference programme will run alongside the exhibition, featuring more than 80 speakers discussing trends, consumer behaviour, regulation and business growth across the beauty, hair and fragrance sectors.
Georgina Lloyd, beauty portfolio manager at BtoB Events, said fragrance continues to be one of the fastest-growing categories in beauty, with buyers increasingly looking for brands that offer innovation, storytelling and differentiation.
The event will also feature contributions from organisations including Circana, CEW, TikTok Shop, Nielsen IQ and the Department for Business and Trade.
Arabian Beauty Business will be attending Tones of Beauty 2026 and will be covering key panel discussions, industry insights and market trends from the event. Subscribe to receive the latest articles and analysis from the show.