Third and final day of Beautyworld Middle East, fair for the beauty and personal care market in Dubai, which this year had 1,790 exhibitors from 66 countries. It is the most important trade fair in the region, as Dubai is a market that serves as an expansion platform for other Middle East and Africa (MEA), a market that, according to Euromonitor analysts is estimated at US $ 34.9 billion in 2019, an increase of 8% over the previous year (US $ 32.4 billion).

That figure is projected to grow to be worth US$43.4 billion in 2022 according to EMI, making the MEA region one of the fastest growing markets in the world for cosmetics, skincare, fragrances, hair care, men’s grooming, personal care and hygiene.

“As one of the world’s top three top three trade fairs for beauty, hair, fragrances and wellbeing, Beautyworld Middle East continues to uncover the entire spectrum of products serving this vibrant regional market,” said Elaine O’Connell, Show Director for Beautyworld Middle East.

Retail Experiences and Beauty Products

Beautyworld Middle East has for more than two decades been the launch pad for exhibitors to showcase their latest wares.
Among the companies are present this year is Korean company lululab, which is launching its AI Skincare Assistant LUMINI – an AI Skin Analysis kiosk that uses Artificial Intelligence (AI), deep learning, and big data to analyse a customer’s skin and recommend the best skin care creams based on real-time analytics.

lululab’s CEO Yongjoon Choe said the LUMINI kiosk has a touch display with a multi-spectral-camera to capture an entire face in a snap, taking 10 seconds to analyse the six biggest skin concerns such as wrinkles, pigment, redness, pores, sebum, and Acne.

“The LUMINI kiosk is a self-experience machine that analyses skin problems in a fun and entertaining way,” said Choe. “Consumers will get one picture of what their facial skin will look like when using the right skincare products and one picture of what their facial skin might end up looking like if they don’t use any skin care products at all.”

Choe said once LUMINI captures and analyses a customer’s face using AI, it then provides a recommendation of skincare products and a QR-code with an analysis report that customers can access via their mobile phones: “Thanks to AI technology, deep learning, and big data, LUMINI recommends the best products and services for customers’ skin,” he said.

“It allows consumers to analyse their skins themselves for free, giving transparent, clear and independent information on skin conditions and personal suggestions based on actual digital skin analysis data that the consumers can rely on when buying skin products.”


One of Hollywood’s most sought after hairstylists, Polko’s client list includes celebrities such as Kim Kardashian, Gigi Hadid, Chrissy Teigen, Poppy Delevingne, and Hailey Baldwin, said in one of his style sessions today that makeup palettes, clothing, and accessories are the top three trends shaping hairstyles in 2019: “Makeup palettes shape hair trends. Now people are working with more blush and bronzy palettes and that calls for more sleek and shiny hair.

Global Event

Beautyworld Middle East is organised by Messe Frankfurt Middle East, and covers the six product groups of Cosmetics and Skincare (500 exhibitors); Machinery, Packaging, Raw Materials, and Contract Manufacturing (400); Hair, Nails, and Salon Supplies (360); Fragrance Compounds and Finished Fragrances (200 exhibitors), Personal Care and Hygiene (200 exhibitors); and Natural and Organic (110 exhibitors).

The global flavour of the dedicated showpiece is underlined by 25 pavilions coming from Argentina, Brazil, California, China, France, Germany, Hong Kong, India, Italy, Japan, Korea, Morocco, Pakistan, Singapore, Spain, Taiwan, Thailand, Turkey, GCC, UK, USA, and for the first time in 2019, Belgium, Jordan, Romania, and Lithuania.

This year in addition to Abihpec –  Brazilian Association of Toiletries, Perfumery and Cosmetics Industry and its Beautycare program, has been taking Brazilian companies to the fair since 2003, fifteen Brazilian companies exhibit at the National Confederation of Industry (CNI) booth: Fina Flor, Veom Trading, SGRDPRO., Flora Brazil, Chlorofitum, D’Natuur, Oxyon Cosmetics, Phyto Active, Kayoah, Amitys, Fit Cosmetics, Felps Professional and Toollon.

They participated in a mission organized in partnership with the Arab Brazilian Chamber of Commerce and  Apex-Brasil – Brazilian Agency for the Promotion of Exports and Investments, led by the Federation of Industries of the State of Goiás.

For Oxion Cosmetics this is the first step in entering international trade. According to the company, the intention is to open a market among the Arab countries, which seeks Brazilian hair straightening products based on keratin. Cosmetria, a company from Belo Horizonte, develops products with wheat protein, aimed at care and hydration. The brand was created for the foreign market, with packaging in English, registered in the United States, but focusing on the Arab market, where it sells soaps, oils, shampoos and masks with natural ingredients, among them, green tea, rosemary, Bach flower.

The participation of companies in the United Arab Emirates is also strong – 168 local companies covering 7,300 m² of exhibition space. Major local companies in 2019 include the Nazih Group, Sawaya Trading, Creative Beauty Source, Gharieni, Swiss Arabian Perfumes and Premier Cosmetics.