The Beautyworld Middle East trade show, which opened its doors in Dubai today, expects to welcome more than 70,000 visitors from over 150 countries, according to organizers Messe Frankfurt Middle East. The show will run until October 30.
BW Confidential’s team is on the ground at the show to bring you the latest news and trends from the event.
The show will host around 2,000 exhibitors in 17 halls and include finished products, start-ups, packaging and formulation companies, and fragrance creation houses.
A key highlight again this year will be the Signature Scent contest, which will see 15 international fragrance houses compete to create the signature scent for Beautyworld Middle East 2024. Using technology by Airparfum, visitors will be able to sample multiple fragrances in a “dry” olfactive experience without overwhelming their senses. Voting is open to all visitors to choose their favorite scent which captures the atmosphere of the show.
Another important feature in fragrance is Quintessence, an area of the event featuring more than 50 niche and rare fragrance brands and creators. Brands exhibiting in this area include Soul of Makeen, Ramon Bejar, Vertus and Giardini Di Toscana.
The Beautyworld Awards, which recognize excellence in the beauty and fragrance industry, will award prizes in 17 categories, as well as a lifetime achievement award. Six new categories for 2024 include Male Grooming Product Of The Year, Hair Styling Device Of The Year and Skincare Product Of The Year. The awards will take place during a gala evening tomorrow at the Conrad Hotel in Dubai.
BW Confidential is media partner of the Beautyworld Awards, and BW Confidential journalist Alison Postma is part of the jury this year.
New to the show this year is a brand discovery zone, created in partnership with the International Luxury Brand Consultancy. The area is designed to introduce emerging start ups and more established small-to-medium sized companies in beauty to the MENA region.
The show will also host a series of conferesnces. This year’s keynote speak is Joelle Mardinian, a TV personality who created her own beauty brand.