Record-breaking attendance at this year’s Beautyworld Middle East: event overview
Beautyworld Middle East 2025 attracted over 2,500 exhibitors and 85,297 visitors from 178 countries, representing a nearly 20% increase compared to 2024.
This year, the event, held from 27 to 29 October 2025 at the Dubai World Trade Centre and organised by Messe Frankfurt Middle East, expanded to six additional halls, bringing the total to 22. The event featured a broad range of sectors, including fragrance, skincare, beauty technology, packaging, personal care, and salon services.
Exhibitor participation rose by more than 30% compared with the previous year, reflecting wider industry engagement across the beauty and personal care sectors.
Beautyworld Middle East 2025 debuted Next in Fragrance and Next in Beauty conferences, which brought together more than 150 speakers and brands to discuss topics including innovation, sustainability and consumer trends.
New zones included Natural Notes, dedicated to sustainable fragrance ingredients, and an expanded Quintessence – the Art of Perfume, which featured over 100 niche and luxury perfume houses.
Additionally, BeautyLIVE by Fresha returned with live demonstrations while the newly launched Makeup Studio hosted masterclasses by Hung Vanngo, Nikki Wolff and Bassam Fattouh.
Beauty Beginnings and First Editions, both developed in collaboration with the International Luxury Brand Consultancy (ILBC), featured 24 emerging and start-up beauty brands making their regional debut.
Meanwhile, the Beautyworld Middle East Awards 2025 recognised achievements across packaging, sustainability, fragrance creation and salon excellence. The Signature Scent competition saw 16 fragrance houses create bespoke scents for the event, with Spanish fragrance house EMSA named winner for Lumière D’Orient through the AirParfum® voting experience.
The next edition of Beautyworld Middle East will take place from 6–8 October 2026 at the same venue.
Beautyworld Middle East event director Ravi Ramchandani says: “This year’s edition wasn’t just about size — it was about international reach. We’ve truly crossed borders. The 2025 show united beauty professionals, innovators, and creators from every corner of the world, confirming Dubai’s status as the global meeting point for the beauty industry.
“We’ve seen extraordinary momentum — not just from the Middle East but globally. From fragrance to packaging to emerging tech, Beautyworld Middle East 2025 has shown that Dubai is now the global heartbeat of beauty innovation.”