The Beautyworld Middle East show, which will take place in Dubai from October 27-29, will host the latest on-trend brands from around the globe on its main trade show floor and at its curated discovery zone for indie and emerging companies, Beauty Beginnings. This article spotlights some of the innovative brands exhibiting at the show, and asks Lina Gallagher, Founder and MD of consulting firm Emerce Consulting, about the dos and don’ts of attracting and building relationships with distributors and retail buyers in the Middle East.
From science-forward skincare and beauty-from-within formats to K-beauty color and Gulf-born fragrance disruptors, this year’s Beautyworld Middle East trade show will spotlight the most innovative brands pushing the industry forward.
The show is a must-visit for retailers, buyers, and distributors looking for the next generation of beauty brands ready to expand to the Middle East. For brands, the event is a rare chance to gain direct visibility in a market hungry for fresh concepts and to meet with top buyers.
Following a highly successful debut in 2024, the show will once again host Beauty Beginnings, a curated discovery zone for indie, clean, emerging and fast-growing beauty brands that are looking to break into the Middle Eastern market.
The area will feature 18 hand-picked brands showcasing bold concepts from across the globe, covering all beauty sectors, including skincare, haircare, fragrance and intimate wellness. The brands were selected for their creativity, innovation and potential to resonate with one of the world’s fastest-growing consumer markets.
Beauty Beginnings is conceived as a launchpad that connects emerging and niche players directly with retailers, distributors and buyers across the Middle East. It is also a reflection of key consumer trends, as well as an opportunity to discover how global trends are evolving in the Middle East.
With the Middle East and North Africa beauty market projected to exceed US$50bn by 2027, this is where Western startups and SMEs take their first leap into global expansion.
“Beauty Beginnings is more than just a showcase—it’s a gateway,” said Ravi Ramchandni, Show Manager, Beautyworld Middle East. “We’re offering startups and SMEs a unique chance to make those crucial first connections with buyers, distributors, and retailers who can unlock their growth in the MENA region. For our visitors, it’s about discovering what’s next, before it hits the mainstream.”
Brands to watch out for at Beauty Beginnings:
Ki’Olal, which is based on ancient ritual-rooted skincare.
Exoceuticals, inspired by regenerative medicine, Exoceuticals harnesses proprietary eXo3 exosomes, clinically proven to rejuvenate skin, reduce fine lines and stimulate collagen.
High on Love, which focuses on luxury wellness and sensorial self-care.
CO2Lift, a medical-grade cosmeceutical brand pioneering carboxytherapy. It offers non-invasive at-home clinical grade carboxytherapy treatments that claim to boost collagen and regenerate the skin without injections.
BodyGuardz Red Light Converter, a red light converter screen that transforms harmful blue light from mobile phones into beneficial red light.
Männ Skincare, a UAE-based line blending neurocosmetics, biomimetic and chronocosmetic actives, and its signature Desert Date Seed Oil complex.
Remilia Hair, which offers biodegradable mono-dose capsules delivering keratin amino acids, silk protein, vitamin B5 and actives to smooth and strengthen hair.
Aside from Beauty Beginnings, the show floor will host a wide range of innovative new brands from around the globe. They include:
Chicnutrix Glow Elixir – India
A beauty-from-within ampoule marrying Korean tech with patented actives Exosome AG (plant-based exosomes from fermented black garlic and aloe) and SPICUS (hydrolysed sponge micro-needles coated with hibiscus and probiotics). Peptides, hydrators, and a brightening complex deliver regeneration and radiance. The ingestible and ampoule pairing brings clinical-style results to the wellness aisle.
Bellavita Luxury – Dubai/US
A digital-first fragrance house scaling via Amazon and TikTok Shop. With ouds, giftable sets, and accessible pricing, Bellavita thrives on fast feedback loops and creator commerce.
Feel – UK
WeAreFeel offers clinically backed wellness formulas—such as the world’s first vegan collagen and high-bioavailability botanicals—designed by over 200 nutrition experts. Its clean, science-forward approach, transparency around ingredients, and premium positioning differentiate it from mass supplement brands focused on trends rather than efficacy.
Highs Beauty – Canada
Female-founded brand behind the Bespoke Pod At-Home Pedi System. Plastic-free, coffee-inspired pods (in Café Mocha, Espresso, Flat White and more) deliver spa-grade scrubs, masks, butters and lotions at home. The single-use, recyclable pods make pro treatments convenient and eco-conscious.
Beauty of Joseon – South Korea
Luxury K-beauty rooted in Hanbang (traditional Korean medicine). Products infuse time-honored herbs with clinically tested actives, drawing inspiration from Yi Bingheogak’s Joseon-era encyclopedia.
Kheoni – India
Born from a reforestation project that restored wildlife habitats and supported 60+ communities, Kheoni creates carbon-negative, edible body butter bars, probiotic skincare, and compostable pinewood packaging.
Veronique Gabai Perfumes – US
Aroma by Veronique Gabai combines perfumery and neuroscience: essential oil blends scientifically shown to shift emotional state. Each scent—Heart, Body, Soul—is designed to target specific feelings: joy & confidence, strength & sensual balance, calm & spiritual elevation.
Viewpoint: Attracting & working with retailers in the Middle East
Lina Gallagher, Founder and MD of Emerce Consulting, an omnichannel consulting service aimed at helping brands grow their retail footprint in the Middle East, talks about what brands should focus on when looking to build relationships with retailers and distributors in the Middle East.
What are retailers and distributors looking for most from brands?
Lina Gallagher: Distributors and retailers are not looking for promises. They are looking for proof: visible founder, visible love from consumers and visible operational strength. To get a distributor or a retailer’s attention in 2026, brands need to show three things:
- Founder visibility matters
Buyers love brands with a visible, active founder. A founder-led narrative builds trust, humanizes the brand, and reassures retailers there is real passion behind the product. Evidence from this year was E.l.f. Beauty’s acquisition of Rhode in a deal worth up to $1bn, driven not just by product performance, but by the power of Hailey Bieber as a founder. - Proof of likeability
It is no longer enough to say “our product is great.” You need evidence: Amazon reviews, social proof, and ratings velocity that prove real customers are enjoying it.
Consumers now check across multiple channels, “is this product viral, does it deliver, will it make a difference?” Brands need to show that momentum. - Operational basics
Retailers expect clear answers on stock availability, delivery, and returns. With tariffs, shipping disruptions, and geopolitical pressures, buyers are prioritizing locally or near-shore sourced products. They also want to see that a brand has a track record of handling volume spikes. Retailers know they will have to invest in getting a new brand into the market, but they do not want to waste six months only to find the brand cannot fulfil demand at scale.
Which demand signals will matter most in 2026—creator-led conversion, repeat/retention, contribution margin after retail media, payback windows, marketplace ratings & review velocity—and what benchmarks or proof points convince you a brand can scale without promo dependency?
Lina Gallagher: Promos do not build brands. What will convince a buyer or distributor in 2026 are clear signals that the brand has real traction and staying power. The priority order is:
- Retention first
The number-one signal is retention. How often do customers come back, and what percentage of first-time purchasers return? If you cannot prove repeat purchase, you do not have a brand – you have a one-hit product. - Breadth of appeal
Is it just one hero SKU that works, or a full product line? Buyers want to know if you have a brand platform that can scale, not just a single trend item. - Acquisition channels
Where do your customers come from? If you rely 100% on paid Meta ads, it is a red flag. Stronger signals are:- an organic community that engages without constant spend,
- influencer mentions where you are tagged without paying for them,
- multiple acquisition streams working together (social, retail, PR, search).
What are your tips for brands looking to enter the Middle East market?
Lina Gallagher: Brands need to understand that the Middle East is not a blank canvas. It is already full of products from both the West and the East. Even if your brand is unique in your home country, local distributors will likely have seen something similar here. That is why a proper market scan is essential before you meet anyone. You do not need to spend money on expensive research: just look at Amazon, Noon, Nahdi, Faces, Namshi, Ounass, and other online platforms to quickly see what already exists and what is missing.
Second, getting a buyer’s attention is only the first step. Every retailer will immediately ask: “What marketing support will you provide?” If you do not have a clear plan or budget, you need an alternative. That could be the founder being highly visible in the region, or activating influencers who can advocate for your brand. Do not expect the retailer or distributor to make your brand viral without your support.
Third, plan for multi-channel expansion from day one. The Middle Eastern consumer is fully omnichannel. You should think beyond marketplaces and D2C, and explore beauty salons, pharmacies, or department stores. Presence in the right offline channels builds trust and credibility much faster than online alone.
To succeed here, you need to do your homework, show how you will invest in awareness, and build a presence across both online and offline.
Lina Gallagher will take part in the Next In Beauty Conference at the Beautyworld Middle East show in a session called ‘What Retail Buyers & Distributors Expect in 2026’ on Monday October 27 from 11:00–11:45.