Beautyworld Middle East 2024 took place from October 28-30th in Dubai, at the World Trade Center. The official report states boosting numbers, with over 70.000 visitors and nearly 2.000 exhibitors from 138 countries from all over the world. It’s huge, shining brightly, buzzing and growing! This trade show is all about business opportunities, setting trends, celebrating creativity, and offering networking possibilities. The Industry presented itself glamorously in Dubai!
I thought that attending the show in Dubai last year would prepare me better for this year’s edition, but oh! I was a bit more prepared, but still – all I can say is…prepare to be amazed, and wear comfy shoes!
Yes, Beautyworld Middle East 2024 is open to general public (entrance is free, all you have to do is register at the website as a visitor) – and although it is simply wonderful to see such a huge interest in all segments of this trade show, I wish that it could last a day longer – maybe, just maybe, if day 1 could be B2B only, and other three days for general public, it would be a bit easier to see more, smell more, have more meetings…Maybe.
To emphasize more the volume and effect of Beautyworld ME 2024, even on the city of Dubai itself: we were late that first evening for all planned events. An otherwise simple 15 minutes taxi ride turned into 1 hour of waiting for our ride to arrive, and another hour and a half to arrive at the destination. Our driver told us that the traffic jam completely blocking the famous Sheikh Zayed Road (with 6 wide lanes in each direction) was partially due to the opening of Beautyworld Middle East 2024! It wasn’t that hard to endure traffic jams – the impressive Dubai skyline at night is breathtaking.
Before I start writing about perfume brands, fragrances, and new launches, I would like to explain why Beautyworld Middle East matters, and why should you visit – as I have spent hours and hours of talking about it ever since last year, answering questions from brand owners, perfumers, content creators, and fragrance lovers. Their slogan does tell a lot: “Maximize Opportunity”!
If you’re a professional working within the Industry, this is the place to visit. BWME welcomes retailers, shop owners, distributors, perfume houses, manufacturers, equipment producers, packaging solutions – it really covers all the segments of the Industry! If, for example, you are planning to start your own perfume brand – look no further. This exhibition is a one-stop-shop for everything you might need.
One more reason to be there, if you’re already an insider: the Middle Eastern beauty market (fragrances included) is “one of the most lucrative beauty and wellness markets in the world, according to Euromonitor International, which values the beauty and personal care market in the broader Middle East and North Africa (MENA) region at over $46 billion and estimates it will reach around $60 billion by 2025.” – you can read more about these insights in the special report published by Beautyworld Middle East 2024: The Middle East Beauty Market: Past, Present, Future by BeautyMatter.
Another question I also get frequently asked, mostly from brand owners, perfumers, and Industry insiders is to explain the difference between Esxence Milan, Pitti Fragranze and Beautyworld ME. The size of BWME is not the only factor: imagine Esxence x 4, or 17 large exhibition halls (beauty segment included). I enjoy both mentioned exhibitions extremely, and they do tend to the niche fragrances sector wonderfully, featuring new and budding fragrance brands, artisan and indies proudly presenting themselves.
Beautyworld ME in Dubai is first and foremost a trade show that offers business possibilities in all segments of the Industry – imagine the innovation and artistry elements of Pitti and Esxence combined with offers from Luxpack (packaging solutions) in Monaco, Simmpar Paris (raw materials), and any other Industry-related fair, at one place, with buyers and distributors from all over the world, and thousands of consumers from the region roaming the halls heavily packed with astonishing presentations during these three intense days.
What was different this year? Beside the increase of exhibiting brands and number of visitors, Beautyworld Middle East 2024 was even more vibrant than the last year, and some novelties were easy to notice (my sincere congratulations to all members of the BWME team, they are doing such a great job!). First of all, and that was just amazing, is the effort some brands put in their stand design! I would strongly suggest to organizers to introduce a new awards category next year – one for the most beautiful concept presentation!
My vote for the most elaborate and inspiring stand at the Beautyworld Middle East 2024 would definitely go to DSM-FIRMENICH, presenting “Scented Flows – An Ode To Water”, but I’ll tell you more about this in my upcoming BWME Report – Part II.
There is one other thing I noticed as different compared to the 2023. show is the massive presence of global influencers, in addition to local or regional content creators or media representatives seen last year. Some brands have invited quite a number of influencer-marketing representatives from all over the world to follow them during Beautyworld Middle East 2024 . You might have already noticed an increased Dubai buzz on various platforms and social media (some properly marked as paid partnership, some not…), so I assume we can expect this trend to grow further in 2025.
Beautyworld Middle East 2024 was vibrant, captivating, and a brilliant showcase of talent, inspiration, art and craft, hard work, and the power and importance of the Industry! It has been, indeed, an incredible journey this year, and I can’t wait for the 2025 edition! Hope to see you in Dubai, 27-29 October 2025!Â
In my Report Part II I shall focus on fragrance houses, brands, and selected perfumes – I still have so much to tell you!
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2 Comments
great and lovely report Elena , waiting for the second part
Thank you, Ahmed!
Will do!