- Global beauty powerhouses Mary Phillips, Patrick Ta, Dimitris Giannetos and Josh Lamonaca to headline The Makeup Studio, Next in Beauty and BeautyLIVE as the show runs four live stages
- Fragrance expands into a new hall at Za’abeel 7, taking the category to over 220 exhibitors across 19,000 sqm with Al Majed for Oud of Saudi Arabia and Kuwait’s Gissah both making their Beautyworld Dubai debut; English-founded beauty brand Lush Fresh Handmade Cosmetics will debut its new fragrance range at the show
- Creative director and co-founder of Matiere Premiere and senior perfumer at Takasago, Aurélien Guichard to headline Next in Fragrance
- Taking place from 6–8 October at Dubai World Trade Centre, the event marks three decades of connecting global brands, regional change-makers and the future of beauty
Dubai, United Arab Emirates – 18 August 2026 – Four of the most in-demand artists in globalbeauty will take the stage at Beautyworld Dubai this October, bringing some of the names shaping beauty and hair globally to a professional audience in the Middle East. Their appearance comes as the show returns to Dubai World Trade Centre from 6–8 October 2026 for its landmark 30th edition.
Founder of m.ph and the artist behind some of Hollywood’s most recognisable beauty looks, Mary Phillips will headline this edition’s The Makeup Studio stage, followed by a keynote on Next in Beauty stage. She has built a global following for her skin-first approach and signature “underpainting” technique, which has generated more than 60 million mentions on TikTok and influenced a generation of artists.
Mary Phillips said: “The talent and creativity coming out of this region is incredible, and I’ve always admired how much people here truly love beauty and artistry. At Beautyworld Dubai, I’ll share the techniques I actually use every day with my clients, especially when it comes to creating beautiful skin and making makeup feel modern and effortless.”
She is joined by Patrick Ta, the celebrity makeup artist behind red-carpet looks for Ariana Grande, Gigi and Bella Hadid and the Kardashians, and founder of Patrick Ta Beauty. Ta will headline Day 3 with an exclusive masterclass, bringing his signature approach to modern glamour to Beautyworld Dubai’s Makeup Studio stage.
On beautyLIVE, the show’s stage dedicated to hair professionals, Dimitris Giannetos will headline with a two-hour masterclass on Day 1. The celebrity hair artist has created red-carpet looks for Gigi Hadid, Amal Clooney and Camila Cabello, and brings more than a decade of experience working backstage across fashion weeks in New York, Milan and Paris.
Dimitris Giannetos said: “I grew up in Greece and this is where I learned to do hair. It’s a completely different culture and style from many other regions. In Greece, we love big hair, polished hair. Actually, I find many similarities between Greek style and Middle Eastern culture – and it’s very inspiring! During the masterclass I am very excited to share some of these techniques I’ve learned throughout my career. I will be sharing some of the best advice and tips I have learned over the years with our Beautyworld Dubai’s community.”
Joining him is Josh Lamonaca, British Men’s Hairdresser of the Year 2025/2026 and Co-Founder and Head of Education at MENSPIRE.
From a Market Brands Enter to One Where Brands Are Born
Marking its 30th edition, the show enters a new chapter as Beautyworld Dubai, after rebranding from Beautyworld Middle East, anchoring its position in the city that has become a global meeting point for the industry. Organised by Messe Frankfurt Middle East, the new identity reflects where the international beauty community now does business, while carrying forward three decades of industry heritage.
The change mirrors Dubai’s own evolution from a market where international brands sold into a beauty capital in its own right. At the crossroads of Asia, Africa and Europe, the city has grown beyond a gateway to the GCC. Brands are now being built here for the world rather than imported into the region, and the traffic runs in both directions: international houses entering the market, and homegrown names finding consumers in New York, Sao Paulo, London and Bogota.
“The rebrand to Beautyworld Dubai represents a proud evolution of our legacy, not a departure from it,” said Ravi Ramchandani, Show Directorat Beautyworld Dubai. “For 30 years we have been this industry’s gathering place. What has changed is the direction of travel. Dubai is no longer somewhere brands come to sell. It is where brands are being built, and where a house founded here can reach a consumer anywhere in the world. The name now says what the market already knows.”
Increasingly, brands with global consumer appeal are being built in Dubai, rather than simply distributed through the city. Dubai-founded Kayali is a clear example: in 2025, review analytics firm rAIviews found its ‘Capri in a Bottle Lemon Sugar’ took 7.2% of all perfume reviews on Sephora US, the highest of any fragrance, demonstrating the global reach a fragrance house born in the region can achieve.
That shift is also reflected on the show floor. Beautyworld’s 2025 edition welcomed visitors from 178 countries, with international attendance increasing 31% year on year. Buyers are no longer travelling to Dubai only to sell into the Gulf; they are increasingly coming to discover what the Gulf is creating and take those brands into new markets.
“For us, Beautyworld Dubai is the home stage. We’ve always built Lattafa as a global brand. The accessibility we offer has opened doors to reach audiences far beyond any single region. There’s no better platform for connecting with the buyers and distributors who carry that story into new markets,” said Abdul Rahim, Director, Lattafa Perfumes.
The shift is not confined to the UAE. Laverne, the Riyadh-based beauty and fragrance house, is among the Saudi brands now building for markets well beyond the Gulf.
Khalid Al Mufadhal, CEO of Laverne, said: “Saudi Arabia is no longer only a market that globalbeauty sells into. Saudi Made is becoming a label with real weight behind it, on products built for customers far beyond the Gulf. That shift is already happening. At Beautyworld Dubai, we’re there to show the industry what Saudi-born beauty can look like on a global stage.”
Where Global Beauty Converges
For visitors, the value lies in early access to what comes next, from Korean skincare and emerging indie brands to global product launches. Buyers can discover what they could soon be stocking, while homegrown labels use Beautyworld Dubai to expand internationally and global brands connect with buyers from some of the region’s fastest-growing markets in a single trip. It is where trends emerge, partnerships form and the next phase of category growth begins.
“Beautyworld Dubai 2026 marks a new chapter for the show, building on
its position as a global beauty hub for the industry. Our ambition is to deliver the world’s most internationally diverse professional beauty platform, bringing together the people, ideas and opportunities that will influence where the industry goes next,” said Teresa Heitor, Portfolio Director of Consumer Goods at Messe Frankfurt Middle East.
The 30th edition spans the full beauty supply chain, from cosmetics, skincare, hair, nails and personal care to beauty tech, luxury packaging and dedicated discovery zones for indie brands and start-ups. Lakmé, one of India’s largest colour cosmetics brands, exhibits alongside Korea’s SKIN1004. Returning industry powerhouses include Nazih Group, the region’s leading distributor of professional salon and hair supplies, alongside packaging leaders Aptar Beauty (USA), Egisa (Spain) and Bormioli Luigi (Italy).
Longevity emerges as the year’s clearest crossover theme, extending across the show floor and its content programme. First-time exhibitor NADOLOGY presents what it describes as a world-first in cellular hand care, formulated with NAD+ and more than ten peptides. Gharieni Middle East showcases German-engineered treatment and wellness equipment, developed since 1990 and installed in more than 140 countries, serving the luxury hospitality, medical wellness and longevity centres. On the Next in Beauty stage, Dr Barbara Geusens o Nomige continues the conversation with a session on biohacking.
Fragrance Takes a Hall of Its Own
Fragrance takes its largest dedicated footprint in the show’s history, expanding into Za’abeel Hall 7 for finished fragrance brands. Headline exhibitors French Avenue, Riiffs, Afnan Perfumes, Kuwait’s Gissah and Al Majed for Oud join Lattafa Perfumes and Armaf, alongside leading fragrance houses Givaudan, dsm-firmenich, Symrise, Takasago, CPL Aromas and MANE. With more than 220 exhibitors across 19,000 square metres, Beautyworld Dubai brings finished brands, ingredient suppliers and creative houses together at unmatched scale, strengthening its position as the world’s leading trade platform for fragrance.
Lush Fresh Handmade Cosmetics will debut its fragrance range at Beautyworld Dubai alongside two leading Gulf perfume houses: Kuwait’s Gissah, with more than 180 stores worldwide, and Saudi Arabia’s Al Majed for Oud, established in 1956 and now operating 286 stores across the Gulf. Together, they reflect the growing international and regional strength of the show’s fragrance offering.
Next in Fragrance
Next in Fragrance returns after a debut edition of more than 80 speakers across 26 sessions. The 2026 programme, sponsored by Düllberg Konzentra, spans ingredients, niche culture, AI, travel retail and the business of scent. Creative director and co-founder of Matiere Premiere as well as senior perfumer with Takasago, Aurélien Guichard will headline the programme on Day 1. Confirmed speakers include Miche Whitehouse, Head of Brand & Digital at Lush Fresh Handmade Cosmetics; Remi Le Druillenec, CEO and Co-Founder of Heroine; Karen Marin of Essencional; Haydn Williams, journalist and host of You Smell Great! What Is It?; and Virginie Gervason of Resperfuma.
Natural Notes
Natural Notes returns for its second edition with Resperfuma, the fragrance trade communications agency founded by Gervason, placing growers and producers directly on the show floor. Participants include Bulgarian rose producer Alta Oils, Italian citrus house Capua, India’s Jasmine CE for vetiver and floral extracts, Indonesian patchouli producer PT Van Aroma and Singapore’s FP Aromatics for sandalwood, with a focus on traceability and the real cost of responsible sourcing at origin.
“A platform this size carries a responsibility to the whole chain, not just the part that sells,” said Ravi Ramchandani, Show Director at Beautyworld Dubai. “The growers and distillers are where perfumery actually begins, and they should be in the room.”
Since launching in 1996, Beautyworld Dubai has grown into a global meeting point for senior buyers, brand leaders, distributors and entrepreneurs. Three decades on, it stands as one of the industry’s most trusted platforms for discovering what comes next, serving as both a compass for global beauty and a launchpad for its future.
For more information and visitor registration, please visit BeautyworldDubai official website.