Recognized international cosmetics, fragrances and beauty brands, as well as those from the United Arab Emirates and the region, will be celebrated on the opening night of Beautyworld Middle East, the largest international beauty and wellness fair in the region that returns to the Dubai World Trade Center November 23-25, 2020. Messe Frankfurt, organizer of the event, anticipates an audience of over 45,000 commercial buyers and beauty professionals this year.

The awards will be judged by a multinational panel of independent experts, perfumers and beauty professionals including perfumer Mark Buxton from France, Gaëlle Doré, General Manager of creative consultancy Centdegres UAE and Anthony. They will be distributed during a , evening gala dinner event on the opening night of the three-day Beautyworld Middle East show, which takes place over three days.

There will be 15 awards across 10 categories recognising the top performers, entrepreneurs and brands in the cosmetics, fragrance and wellness industries across the region.

Categories at the inaugural event will include Best Marketing Campaign, Innovation of the Year, Best Natural Products; Best Niche Products; Perfumer of the Year; Breakout Stars of the Year and Cult Classics.

Elaine O’Connell, diretora da feira Messe Frankfurt Middle East, organizadora da Beautyworld Middle East, disse: “É importante identificar e celebrar as pessoas, empresas e produtos que estão impulsionando a indústria da beleza nos níveis local e regional.

Among the international brands and products selected for awards are: Dyson Airwrap, Clarins Plant Gold Year plus OPI – Nail Lacquer and Ardell Natural Strip Lashes.

Five beauty brands have been shortlisted under the Homegrown Talent category, for their cutting-edge innovation or contribution to the global beauty industry.

Love Your Nails (LYN), a brand from the United Arab Emirates, was recognized for innovation by introducing permeable technology for nail lacquers, providing a healthier option for nails. LYN products are now available in seven countries in the region.

“We came up with a breathable nail polish formulation which are air and water permeable whilst also equally fashionable and long lasting,” said Nitin Kalwani, Managing Director of Love Your Nails. “Our knowledge of the local market, including formulating products for different skin tones, local traditions and rituals, has helped us excel on a global scale.”

The Awrad Hair Care Center was indicated for the use of technology and innovative solutions for hair loss in men and women. Sianoush Rahmani, owner of the Awrad Hair Care Center, said: “We pioneered in the first version of the micro-point technique which is a pain-free form of hair replacement. Technology is an important driver for change in any industry, and we are proud to be at the forefront of this hair care innovation in the region. ”

Four One One is a regional nail polish brand known for its eco-friendly approach and halal products and has also been recognised in the category for its ‘Vegan 10 Free Polishes’ product.

Other nominations in the Homegrown Talent category include Kayali, the fragrance brand by beauty maven, Mona Kattan, and N.Spa, the first nail spa and boutique of its kind in the Kingdom of Bahrain.

More information is available at: www.beautyworldme.com.