Middle East’s largest beauty and wellness trade fair in Dubai, Beautyworld Middle East 2018, will present a special attraction this year: The World of Perfumery. The organization expects that the annual three-day event will attract more than 40,000 visitors.

Another five product groups will cover the Hair, Nail and Salon segments; Cosmetics and Skin Care; Machinery, Packaging, Raw Materials and Outsourcing; Personal Care and Hygiene; and for the first time in 2018, Natural and Organic. Other novelties this year include the Innovation Zone and the Conference and Workshop of Advanced Esthetics Therapist.

Brazil will once again participate in the event with the project BeautyCare Brazil, a partnership of Abihpec – Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry, with Apex-Brasil, the Brazilian Agency for the Promotion of Exports and Investments, which has the proposal of potentializing international business opportunities in the sector. This year with more than 40 companies. *

“Many of the companies that will attend the fair with us, already have distributors there and are going with the intention to foment their businesses, to increase its distribution and market presence. Others that are going to conquer new markets. In both cases, there is a good expectation, because they are countries that have a lot of receptivity to Brazilian products, “says Gueisa Silvério, manager of the Beautycare Brazil project.


For the first time, the Blend’It at the 2018 Beautyworld Middle East will offer selected visitors the chance to mix and match their own perfumes according to their mood and personality, enhanced based on the emotions and sensations they are experiencing throughout the day.

Blend’It is a special feature in the Fragrance Compound and Finished Fragrance section of Beautyworld Middle East, where more than 210 exhibitors will exhibit their latest creations and combinations from 8-10 May 2018 at the Dubai International Convention and Exhibition Center.

It is one of six product groups at the annual three-day event and features 16 of the world’s 18 largest fragrance houses, including Cosmo International Fragrances, CPL Aromas, Eurofragance, Expressions Parfumees, Firmenich, Givaudan, Iberchem, International Flavors & Fragrances,  Luzi, Mane, Gulcicek, Parfex, Robertet, Seluz, Sensient and Technico Flor.

The concept is created by Centdegrés, a creative and strategic consulting agency, with fragrances offered by Firmenich, one of the largest fragrance houses in the world; with dispensing supplied by Albéa, the world’s largest manufacturer of packaging for personal care, and manufactured by MMB.

There will be two fragrances available at the beginning: floral for “flourishing minds,” or woody for “Daring minds.” Immersed in each perfume concept through visuals that help them select them to select their scents, visitors will choose then two “add-on” scents from a selection of four middle notes; aromatical (vibrant pulse), citrus (sparkling pulse), oriental (additive pulse) and musk (velvet pulse).

After an intimate look at the fine art of perfume blending and packaging, visitors will then take home their own collection of up to three scents, which can be mixed and matched to their personal preferences. “Blend’T transforms the perfuming ritual in a playful and bespoke way, respecting the creative work of the creators of fragrances,” said Gaëlle Doré, General Manager of Centdegrés Dubai.

“The fragrance market is booming but it’s also getting to be saturated. Therefore the objective of Blend’It is to show that we can bring innovative ideas to break the usual codes and perfume rituals.”

Elie Papiernik, Design Director and Managing Partner of Centdegrés, points out that Blend’It is inspired by the evolution of how consumers play an increasingly important role in fragrance creation.

“Today, consumers are looking for a real experience with true but respectful personalization,” said Elie. “Blend’It is a concept of personalization of perfumes that offers a complete experience from the discovery of perfumes to the test and, finally, the packaging.”

While Blend’It is a brand new concept exclusively for trade buyers and industry professionals at Beautyworld Middle East 2018, Gaëlle believes it could also become increasingly popular at the retail level.

“At Beautyworld Middle East, we’ll introduce Blend’It to an audience that is very educated and passionate about fragrance, and also about blending and combining juices,” said Gaëlle. “We’ll learn a lot from the show, and then continue our project development. In the coming months, we’ll launch several Blend’It type projects at the retail level, because we strongly believe in this concept of playful bespoke fragrance creation.”


*The Brazilian brands that will participate in Beautyworld will be Agile Cosmetics, Amend, Bel Col, Beox Professional, Bijoux de Pele, Bionat Cosmetics, Brazil Cosmetics, Brazilian Kimberlite Clay, BHS, Chlorofitum Cosmetics, Sirius Cosmetics, Ecosmetics Salon, Embelleze, Extremelly Cosmetics, Fashion Cosmetics, Fine Flower, Fit Cosmetics, Floractive, Gnano, Haskell Natural Cosmetics and Honma Tokyo.
Ideal Cosméticos, Kostume Beauty From Brazil, Larree Cosmetiques, Mac Paul, Maxibrasil Cosmetics, Mediterrani Professional, Mundial, Nazca Cosmetics, NG de France, Prolab Cosmetics, Result Cosmetics, Samba Brazilian, Secrets Professional, Soralli Cosmetics, Star Cosmetics International, Sther Cosmetics, Sweet Professional, Sweeteez, Tech Line, Vita Gold and Yamá Cosmetics.