Beautyworld Dubai is open, and the 30th edition is already humming at Dubai World Trade Centre. The trade fair launched in 1996 as Gulf Beauty and spent three decades gathering senior buyers, brand leaders, distributors and entrepreneurs under one roof. This year it wears a fresh name that celebrates the city that became a global hub for the industry. Messe Frankfurt Middle East organises it, and Ravi Ramchandani, who leads the show, calls the rebrand a proud evolution of the legacy.
The track record is easy to admire. The 2025 edition welcomed visitors from 178 countries, and this year's edition runs 6 to 8 October and brings four live stages, a fragrance hall of its own, and sourcing, product discovery and business meetings in every hall. Next in Beauty, Next in Fragrance, BeautyLIVE and The Makeup Studio give the whole fair a lively programme, and Day 1 is loaded from the opening bell.
Day 1 Brings Four Stages to Explore
Today is the day many of us marked on the calendar, and the first day is packed. Sourcing is happening in the halls, product discovery is happening at the booths, and business meetings are filling diaries from the opening hour. If you are planning a route, start by picking the stage that matches your craft. Makeup lovers have a stage. Hair professionals have a stage. Fragrance fans have a stage. Next in Beauty hosts keynotes about what comes next for the category, and Next in Fragrance returns after a debut edition of 26 sessions. Daily hours run from 10:00 AM to 6:00 PM, which leaves ample space for a lap around the halls and a seat at a session or two
Beautyworld Dubai Gives Fragrance Its Own Hall
Fragrance fans get a treat this year. The category expands into Za'abeel Hall 7, home to finished fragrance brands, and it brings upwards of 220 exhibitors to 19,000 square metres. Names on the list include French Avenue, Riiffs, Afnan Perfumes, Lattafa Perfumes and Armaf, joined by ingredient giants Givaudan, dsm-firmenich, Symrise, Takasago, CPL Aromas and MANE.
Two debuts deserve a spot on your list. Al Majed for Oud, established in Saudi Arabia in 1956 and now running 286 stores in the Gulf, makes its first visit to the fair, and so does Kuwait's Gissah, which has upwards of 180 stores worldwide. English-founded Lush Fresh Handmade Cosmetics unveils its new fragrance range here too. Finished perfumes, raw ingredients and creative houses gather at one venue, so a perfumer can meet a retailer in a short walk.
Masterclasses to Add to Your Day 1 Plan
Talent is the other big draw. Dimitris Giannetos headlines beautyLIVE on Day 1 and teaches a two-hour masterclass, and he is excited to bring Greek style, which adores big hair, to a city whose taste he finds familiar. Josh Lamonaca joins the hair lineup on that stage.
Head to The Makeup Studio for Mary Phillips, who takes the headline slot on Day 1 and follows up via a keynote on Next in Beauty. She plans to teach the techniques she uses every day on her clients, especially for creating beautiful skin and makeup that looks modern and effortless. Patrick Ta headlines Day 3 and teaches an exclusive masterclass on the same stage. On the fragrance side, Aurélien Guichard headlines Next in Fragrance on Day 1, so scent lovers have a keynote waiting on opening day.
Beautyworld Dubai Celebrates Brands Born in the Gulf
The rebrand tells a story the market already knows, because brands are being created in Dubai and sent to the world. International houses set up shop here, and homegrown names find consumers in New York, São Paulo, London and Bogotá. Kayali is a great example. In 2025 its Capri in a Bottle Lemon Sugar was the most trending perfume at Sephora US, ranking first among fragrances.
Lattafa Perfumes calls Beautyworld Dubai its home stage, and Abdul Rahim of Lattafa says the fair opens doors to buyers and distributors who take the brand to new markets. Laverne, the Riyadh-based beauty and fragrance house, joins the lineup to show what Saudi-born beauty can achieve on a global stage. CEO Khalid Al Mufadhal says Saudi Made is becoming a label of its own.
Longevity, Natural Notes and Discovery Zones
Longevity is the crossover theme of the year, showing up on the show floor and in the content programme. Debuting exhibitor NAD+OLOGY presents a world-first in cellular hand care formulated using NAD+ and 5 hero peptides. Gharieni Middle East showcases German-engineered treatment and wellness equipment developed since 1990 and installed in upwards of 140 countries. Dr Barbara Geusens of Nomige takes biohacking to the Next in Beauty stage.
Natural Notes returns for a second edition and puts growers and producers on the floor: Bulgarian rose producer Alta Oils, Italian citrus house Capua, India's Jasmine CE, Indonesia's PT Van Aroma for patchouli and Singapore's FP Aromatics for sandalwood. Ramchandani says the growers and distillers start the story of every perfume, and they belong at the fair.
Discovery zones give indie brands and start-ups a spotlight, Korean skincare brings fresh names, and Lakmé exhibits alongside SKIN1004. Packaging leaders Aptar Beauty, Egisa and Bormioli Luigi join Nazih Group, so the whole beauty supply chain is here, from cosmetics, skincare, hair and nails to beauty tech. Make the most of your very first day at Beautyworld Dubai.
