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2 DUBAI — Beautyworld Middle East is now Beautyworld Dubai, and organizers are framing the name change as an argument about where beauty brands are being built.
The Messe Frankfurt Middle East fair returns to Dubai World Trade Centre from Oct. 6 to 8 for its 30th edition, with a headline artist roster aimed at the professional audience: Mary Phillips, the M.Ph founder whose “underpainting” technique has racked up more than 60 million TikTok mentions, will lead The Makeup Studio stage and deliver a keynote on the Next in Beauty stage. Patrick Ta will close out day three with a masterclass. On beautyLIVE, the show’s hair stage, Dimitris Giannetos — known for styling the locks of Gigi Hadid, Amal Clooney, and Camila Cabello, among others — opens with a two-hour session, joined by Josh Lamonaca, British Men’s Hairdresser of the Year and cofounder of Menspire.
“The rebrand to Beautyworld Dubai represents a proud evolution of our legacy, not a departure from it,” said show director Ravi Ramchandani. “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 2025 edition drew visitors from 178 countries, with international attendance up 31 percent year-over-year. Organizers point to Dubai-founded Kayali, whose Capri in a Bottle Lemon Sugar accounted for 7.2 percent of all fragrance reviews on Sephora’s U.S. site last year, as an example of Dubai’s unique position.
Fragrance will get its biggest footprint in the show’s history, with more than 220 exhibitors across 204,500 square feet. Lush Fresh Handmade Cosmetics will debut its new fragrance range. Kuwait’s Gissah, which operates more than 180 stores, and Saudi Arabia’s Al Majed for Oud, founded in 1956 and now in 286 Gulf doors, will both make their Beautyworld debuts, alongside returning names French Avenue, Riiffs, Afnan, Lattafa and Armaf, plus Givaudan, Dsm-firmenich, Symrise, Takasago, CPL Aromas and Mane.
Matière Première cofounder and Takasago senior perfumer Aurélien Guichard headlines day one of Next in Fragrance, which returns after a debut run of 80-plus speakers across 26 sessions. Natural Notes, the origin-sourcing showcase curated by Resperfuma’s Virginie Gervason, returns with growers including Bulgarian rose producer Alta Oils, Italian citrus house Capua and Indonesian patchouli supplier PT Van Aroma.
Asia’s largest players, meanwhile, are using the fair as a bridge into the Gulf. Lakmé — Hindustan Unilever’s color cosmetics brand, and India’s first homegrown beauty house when it launched in 1952 — exhibits alongside Korea’s Skin1004, a pairing that speaks to the UAE’s South Asian and expatriate consumer base as much as to its buyers. Parent company Craver Corp. booked about $203 million in the first half of 2025, more than it did in all of 2024. Latin American sales rose 711 percent; Africa was up 512 percent.
Longevity is the crossover theme running through both the show floor and the content program. First-time exhibitor Nadology is pitching what it bills as a world first in cellular hand care, formulated with NAD+ and more than 10 peptides, while Gharieni Middle East will bring German-engineered treatment equipment installed in more than 140 countries across hospitality, medical wellness and longevity clinics.
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