- Record-breaking opening: Beautyworld Middle East 2025 kicked off with extraordinary visitor turnout on Day One and a vibrant programme spanning 22 halls of live artistry, education, and innovation.
- Global thought leadership: Keynotes from Sara Al Rashid – Next in Beauty, and Roja Dove – Next in Fragrance, set the tone for a show defined by creativity, cross-cultural collaboration, and the future of beauty.
Dubai, UAE: Beautyworld Middle East 2025 opened its doors today to extraordinary crowds and an atmosphere of excitement and innovation, as one of the world’s largest trade fairs for beauty and wellness kicked off its first day at the Dubai World Trade Centre.
With a bustling show floor during Day One, this year’s edition has already exceeded expectations — setting the stage for three unforgettable days of discovery, creativity, and global connection.
From the moment doors opened, visitors were met with world-class live experiences, product launches, and thought leadership sessions that underscored the event’s status as a true global beauty hub.
The Next in Beauty conference drew a packed audience for its Day One keynote from Sara Al Rashid, Saudi beauty entrepreneur and founder of KSA’s first luxury skincare brand, who shared insights on the rise of regional innovation and women-led entrepreneurship in the beauty industry. Meanwhile, Next in Fragrance debuted its keynote with none other than Roja Dove, the world-renowned British perfumer, whose passionate address explored the future of fragrance storytelling and the artistry that defines fine perfumery today.
Across the show floor, the energy was electric. Front Row by Nazih in Sheikh Maktoum Hall delivered a non-stop programme of live hair, nail, and skincare showcases — from LEVEL3’s Barber Show to the highly anticipated GUINOT Skincare demos.
At The Makeup Studio, behind Hall 6, audiences were captivated by international artistry, including a headline masterclass with Hung Vanngo, along with sessions by Arooba Beauty, MAKE UP FOR EVER, and Transformulas “Notox” with Armand Beasley.
Meanwhile, beautyLIVE by Fresha filled the Al Multaqua Ballroom with dynamic performances under Wella’s R.I.S.E. initiative — an inspiring blend of Relationships, Inspiration, Science and Education, led by global hair artists James Earnshaw and Marco Firriolo.
Visitors also explored the sensory world of Signature Scent — featuring AirParfum® dry-olfactive technology and 16 fragrance houses — and the all-day Natural Notes zone, dedicated to natural and sustainable perfume ingredients.
“Day One has been nothing short of phenomenal,” said Ravi Ramchandni, Event Director for Beautyworld Middle East. “The halls are alive with creativity, innovation, and connection. What makes this show so successful is the diversity of experiences – from artistry and science to entrepreneurship and education – all under one roof. It’s where the world of beauty truly comes together.”
Beautyworld Middle East continues tomorrow, 28 October, with another full day of live shows, conferences, and product launches across 22 halls.
To access the Beautyworld Middle East Digital Press Box – containing press materials, show map, logos and media agenda, please use this link.
To access the Beautyworld Middle East Photo Gallery, which will be constantly updated during the event, please use this link.
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.