An enticing beauty and wellness program with new and recurring features combined with an impressive range of exhibitors will comprise the largest and most comprehensive edition of Beautyworld Middle East 2019 in Dubai from 15 to 17 April in the Center International Convention and Exhibition Center.

Beautyworld Middle East 2019 is set to welcome more than 1,750 exhibitors from 62 countries. With 25 national pavilions, six product groups and a program packed with special features, the 24th annual show will once again present an extensive platform of business networks and inspiring ideas for an expected audience of over 35,000 buyers and beauty professionals.

Beautyworld’s main attraction in 2019 is Front Row, a three-day live demonstration program of makeup, hair and manicure professionals involving beauty artists, influencers and creative talents from the region. In the front Row the interactive talks will be interspersed with bold and theatrical parades presenting the latest trends in the regional and global beauty market.

Beautyworld’s main attraction in 2019 is Front Row, a three-day programme of live makeup, hair, and nail demonstrations delivered by the region’s premier beauty artists, influencers, and creative talents. In the Front Row the interactive talks will be interspersed with bold and theatrical runway shows presenting the latest trends in the regional and global beauty market.

Ready to Beauty is another new feature this year, a dedicated showcase of hand-picked brands from across the globe that answer the needs and wants of a multicultural Middle East and African audience. From established brands with an existing international footprint to start-up niche labels eager to test new waters, Ready to Beauty will put the spotlight on the latest shades of beauty unique to the consumer with darker skin tones.

Beautyworld Middle East’s organiser Messe Frankfurt Middle East also confirmed all the regular popular features will be back in 2019, including the 4th edition of Quintessence, an exclusive showcase of niche perfumes.

Battle of the Barbers, a live three-day competition organised by the British Barbers’ Association (BBA) in partnership with Beautyworld Middle East, will also return for its 4th year, where the UAE’s finest male grooming technicians will battle it out for two coveted titles: the UAE’s Best Barber and UAE’s Best Shave.
The Fragrance Station and Nail It! By OPI and Artistic – a nail art competition – are other retuning features, along with a series of informative workshops and seminars covering topics such as understanding different product regulations in various Gulf markets, and women entrepreneurship in the beauty business.

That’s in addition to rich and diverse product launches and innovations from established beauty names, challenger brands, and niche players alike, all of whom are aiming to increase their share in a Middle East and African (MEA) beauty and personal care market that, according to analysts Euromonitor International (EMI), was worth US$32.4 billion in 2018.

Elaine O’Connell, Beautyworld Middle East’s Show Director, said exhibition space is already close to being fully booked, with final plans well underway to deliver the most comprehensive value-added edition in 24 years: “Every passing year has been an evolutionary milestone for Beautyworld Middle East, and 2019 will be no different, with Front Row being a prime example of how we’re constantly looking to innovate and offer something new”, she said.

“Beautyworld Middle East has been successful in creating an effective platform for international players to network, interact and engage with influential decision makers and buyers from across the world, which is one of the chief factors underpinning the show’s growth over the years.” added O’Connell.

A Beautyworld Middle East abrange seis grupos de produto: cabelos, unhas e salão de beleza; Cosméticos e Skincare; Cuidados Pessoais e Higiene; Máquinas, Embalagens, Matérias Primas e Terceirizadores; Componentes de Fragrâncias e Fragrâncias Acabadas; e Natural e Orgânico.

The event saw strong growth over the last four years, with the number of exhibitors and visitors increasing at a compound annual growth rate (CAGR) of six percent between 2014 and 2018.

That trend will likely continue in 2019 and beyond, in line with a MEA market that itself is on track for solid growth over the next four years; according to EMI, the retail value of the MEA market for beauty and personal care (comprising fragrances, haircare, skincare, colour cosmetics, and men’s grooming) will be worth US$34.9 billion in 2019, and on to US$43.4 billion in 2022, at a CAGR of 7.5 per cent.

In the UAE, consumers spent US$2.1 billion in 2018 on items such as fragrances (US$610 million), colour cosmetics (US$297 million), skincare (US$306 million) men’s grooming (US$298 million), haircare (US$323 million), and bath and shower products (US$167 million).

Its effectiveness as a business platform was demonstrated in 2018 by the experience of Brazilian participants, who saw a combined US$3.4 million in deals during the event according to figures released by the Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry (ABIHPEC).

More than 40 Brazilian companies were part of the Brazilian Pavilion hosted by ABIHPEC and APEX – the Brazilian Trade and Investment Promotion Agency. Known for hair cosmetics, Brazilian companies established some 1,500 business contacts during the show last year, with these potentially leading to some US$19 million worth of subsequent contracts.


This year, one of the participating Brazilian companies, Yamá Cosméticos, will take to Dubai the lines Yamá Men, Nutreliss and the Curly Hair Bleaching Powder, which has typical Brazilian ingredients. Yamaha Men is a specific coloring line for men to enhance hair tone and cover 100% of white wires – in shades of black, dark brown and dark blond. The Nutreliss line has two brushes that perform the molecular realignment of the threads: Blond Molecular Realignment for blond hair, requiring extra care, and Molecular Realignment for other hair types. The company will also take to the fair products for use in the salon, such as anti-waste shampoo and hair care products at home.

“Toiletries & beauty products exportations now represent 72 billion dollars, a growth of 11.8% in the last 12 months. With this market in mind Yamá participates of the Dubai fair, which is considered the largest trade fair in the beauty sector the Middle East and Africa taking their products in order to consolidate  and expand their participation in this market, “explains Yamá export manager, Luiz Carlos Costa.

The Brazilian Pavilion will return to Beautyworld Middle East 2019, along with 24 others from Argentina, China, Japan, France, Germany, Hong Kong, India, Italy, Korea, Morocco, Peru, Pakistan, Spain, Singapore, Taiwan, Thailand, Turkey, UK, the USA, Russia, and for the first time in 2019, Belgium, Romania and Lithuania.

Beautyworld Middle East is ideal for global players to launch their latest products and network with thousands of retailers, distributors, wholesalers, beauty professionals, importers and exporters from throughout the wider region and beyond.