Beautyworld Middle East debuts its curated Health & Wellbeing zone in Hall 4, spotlighting the global rise of “beauty from within.”
• Science-led wellness brands anchor this new area, reflecting beauty’s health-forward shift.
• The zone’s international flavour reinforces Beautyworld Middle East’s role as a true global crossroads for beauty innovation.
Dubai, UAE — Beautyworld Middle East today unveils a pioneering initiative for its 2025 edition: a dedicated Health & Wellbeing zone in Hall 4.
This curated, international platform explores the intersection of inner wellness and outer radiance through ingestibles, nutraceuticals, and wellness innovations. Featuring hand-picked brands, the new zone embodies the acceleration of holistic beauty trends worldwide.
“This dedicated zone is a milestone,” says Ravi Ramchandni, Show Manager, Beautyworld Middle East. “Health & Wellbeing makes visible what the industry has long felt: beauty no longer lives only on the skin. Consumers globally are demanding solutions that support wellbeing from within. With these exceptional brands, we bring that movement centre stage.”
The global wellness market continues to surge. Mintel estimates its value at $4.4 trillion in 2022, set to almost double by 2027. Beauty is a major contributor, driven by transparency, clean labels, science-backed claims, and self-care. The Health & Wellbeing zone captures this evolution – connecting forward-thinking retailers, brands, researchers, and investors on a world stage.
The Brands Defining the Health & Wellbeing Zone
Feel – Stand 4-D25:
UK-based Feel introduces Pro Collagen, a vegan collagen alternative (VeCollal®) engineered for high absorption. Founded by Boris Hodakel, the brand bridges health and beauty through a clean, plant-based formula that supports skin, hair, nails, and vitality — the kind of ingestible beauty innovation gaining global momentum.
The Swedish Glow – Stand 4-D15:
From the Netherlands, The Swedish Glow by Elin Hellqvist-Moayedi champions Scandinavian wellness. Its liquid supplements, including Plantique, Marine 13,000 and Nordsilk, blend purity and science to nourish skin from within. The brand exemplifies how balance and daily ritual foster authentic radiance.
BBODY – Stand 4-D11:
Founded in Belgium by Jill Cnudde, BBODY fuses wellness and beauty through collagen and functional formulations designed for everyday vitality. The brand reflects a lifestyle philosophy: small, consistent habits that strengthen body and mind while enhancing glow from within.
Pro Labo Holdings – Stand 4-C12:
Returning exhibitor Pro Labo Holdings from Japan is known for merging aesthetic science with wellness. Its formulations unite clinical research with beauty innovation, bridging skincare and internal health in the spirit of Japan’s preventive and holistic wellbeing culture.
Kiperin – Stand 4-C26:
Turkish brand Kiperin brings Kiperin Berberin, a supplement supporting blood sugar regulation and metabolic balance. Reflecting a growing consumer focus on metabolic wellness, the brand highlights how the boundaries between health and beauty continue to blur.
Aeronutrix – Stand C18:
From India, Aeronutrix debuts its Chicnutrix line in the UAE. Blending sports nutrition and skincare, hero products include Glow Elixir, Detox You Sheet Mask, and Block Sunscreen. Their formulations underscore the synergy between inner wellness and topical care for modern, active consumers.
Nutrili – Stand 4-C22:
Dubai-based Nutrili, founded in 2021, simplifies wellness with science-backed gummy vitamins. At BWME, the brand debuts Mighty Metabolism, supporting energy and weight management, alongside its Beauty Collagen Shots for glowing skin and Happy Tummy probiotic gummies reflecting its inside-out beauty philosophy.
AetO Beauty – Stand 4-C22
Germany-based Aeto Beauty empowers a network of medical professionals, pharmacies, beauty salons, and speciality retailers by curating a portfolio of prestige global beauty and skincare brands. Their offering spans make-up, dermatology, anti-ageing, care, perfume, and supplements, all selected to meet high-quality and innovation standards.
What the Founders Say
For Feel, founder Boris Hodakel sees the shift as an evolution in consumer mindset:
“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, toxin-free and clinically supported formula like Feel Pro Collagen is exactly what they are looking for.”
At The Swedish Glow, Elin Hellqvist-Moayedi views this development as transformative for 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 notes how wellness has become the new core of beauty:
“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.”
When it comes to Beautyworld Middle East expectations, Nutrili founder Nour Antabli is excited to see wellness as a core pillar:
“We want to highlight how accessible wellness can be, and how small, daily choices, like adding probiotics or collagen, can have a real impact on both health and beauty. “
Together, these perspectives capture the spirit of Beautyworld Middle East’s new Health & Wellbeing zone – a vibrant space where health, science, and beauty converge. Located at the heart of Hall 4, it gives visitors a focused view of how leading brands are redefining beauty from within and shaping the next era of holistic self-care.
Ends
About Beautyworld Middle East
Beautyworld Middle East, taking place from 27–29 October 2025 at the Dubai World Trade Centre, stands as a truly global hub for the beauty, fragrance, hair, and wellness industries. Recognised as the largest international trade fair of its kind in the region, the event attracts over 71,000 professionals from 164 countries, offering an unparalleled opportunity to engage with more than 2,000 leading exhibitors from across 70 countries.
For more information, please visit our website.
About Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With a workforce of some 2,500 people at its headquarters in Frankfurt am Main and in 29 subsidiaries, it organises events around the world. Group sales in financial year 2024 were € 775 million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility and diversity.
For more information, please visit our website at: www.messefrankfurt.com/sustainability
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
For more information, please visit our website at: www.messefrankfurt.com
*Preliminary figures 2024
About Messe Frankfurt Middle East
Messe Frankfurt Middle East’s portfolio of exhibitions includes: Automechanika Dubai, Automechanika Riyadh, Beautyworld Middle East, Beautyworld Saudi Arabia, Intersec, Intersec Saudi Arabia, Gifts & Lifestyle Middle East, Logimotion, Light + Intelligent Building Middle East and Paperworld Middle East. In the 2024/25 event season, Messe Frankfurt Middle East exhibitions combined featured 7,450 exhibitors from over 68 countries and attracted 249,500 visitors from 164 countries.
For more information, please visit our website.