Beautyworld Middle East, the region’s premier trade event for beauty products, hair, fragrances and wellbeing, looks all set for a successful run this week (Tuesday May 29th to Thursday, May 31st) at the Dubai International Convention and Exhibition Centre. 829 exhibitors from more than 50 countries will take advantage of the 2012 edition’s region-wide footprint, to showcase their offerings to an increasingly prosperous marketplace.


Recent industry figures have indicated a continuing positive outlook for the beauty and wellness industry in the Middle East. Research figures from Euromonitor International, Official Knowledge Partner for Beautyworld Middle East indicate that the UAE market for premium fragrances is set to grow at a near 6% to be worth AED 334.5 million in 2014. Additionally, the UAE market for skin care products is expected to be worth a whopping AED 540.3 million by 2015*. As a result, international beauty majors are training their sights on this growth market, forming a large presence at Beautyworld Middle East 2012.


“The trade fair this year is 21% larger than the previous edition, underlining Beautyworld Middle East’s growing regional impact and effectiveness as a business development platform,” said Ahmed Pauwels, CEO of organiser, Epoc Messe Frankfurt. “Global companies interested in strengthening their presence in the region, see Beautyworld Middle East as the key facilitator for this,” he added.


Beautyworld Middle Easthas over the years been the launching platform for many of the brands that are top sellers on shelves today. Recognising this great potential, international companies have scheduled a series of product launches at Beautyworld Middle East 2012, including: Textron from Spain with their Evoil Spa range and Evoil Jib Sensation spa products; Puri Alchemy from Thailand offering full turnkey spa solutions with Puri Spa Consultancy; Afrikissime Karite from Morocco with their range of quality cosmetics; House of Maria Dowling with the new Ritual m Curling Wand; and Eideal from the UAE, with their latest range of hair curling appliances.


There is also a number of popular fringe activities taking place during the trade show. These traditionally attract considerable attention, and include:


The Walk of Beauty– organised in association with Madi International, this special feature showcases top hairdressers and make-up artists from the GCC demonstrating their skills on stage.


Nail It! By OPIis a series of nail competitions for regional spa therapists. The competition is lead by leading professionals from the U.S. and George W. Schaeffer, President & CEO of OPI Products Inc will also be present.


Face It! by Eva Garden,is a new addition for 2012. It is a professional make-up application competition which awards leading make-up artists for their outstanding talent.


The Fragrance Station is a popular area where visitors can sample the various fragrances on display at a convenient location.




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