Hessa Bu Humaid opens 28th edition of Beautyworld Middle East

The region’s largest international trade show for the beauty and wellness industries was officially inaugurated today by Her Excellency Hessa Bu Humaid, Minister of Community Development.

Beautyworld Middle East 2024 will run from 28 to 30 October at Dubai World Trade Centre. Spread across 16 halls, with over 2,000 exhibitors and 70,000+ visitors expected to attend, this year’s show will be the most spectacular yet, featuring international and local brands, plus all new innovations and products.

Dubai, UAE – Hessa Bu Humaid, UAE Minister of Community Development, inaugurated the 28th edition of Beautyworld Middle East at Dubai World Trade Centre today, marking a significant milestone for the beauty and wellness industry across the region. Describing the event as a key highlight on the industry’s calendar, Her Excellency lauded its role as an educational, inspirational, and community-driven platform for beauty, fragrance, and wellness professionals.

During her visit, Her Excellency toured several notable exhibits, including those of the Nazih Group, Armaf, and the interactive Emovation Lab, where visitors could create personalized scents based on their emotions. She also visited country pavilions and met with event organizers to commend their success in drawing international participation.

Running from 28 to 30 October, the 2024 edition of Beautyworld Middle East is set to attract over 70,000 visitors, showcasing over 2,000 exhibitors from 68 countries. The event spans nine key beauty sectors, including Fragrance, Cosmetics & Skincare, Beauty Tech, and a debut category, Beauty Beginnings – dedicated to emerging startups and SMEs breaking into the MENA market.

Highlights of the event include “Front Row by Nazih,” featuring live beauty demonstrations, and the fan-favorite nail artistry competition, Nail It! Other key attractions include Signature Scent, a collaboration of global fragrance houses, and Quintessence, a stage spotlighting niche fragrances.

The Next in Beauty Conference, a central feature of the show, welcomed beauty entrepreneur Joelle Mardinian as today’s keynote speaker. Mardinian, a globally recognized influencer and beauty industry leader, shared insights on industry trends in a discussion with Nezha Alaoui, CEO of Women Choice.

Beautyworld Middle East 2024 also introduces new attractions, including the Beauty Beginnings zone, spotlighting 18 new brands entering the MENA region, and beautyLIVE – a dedicated stage for live hair and makeup demonstrations, featuring the Arabian Colour Fiesta by Goldwell, the GCC’s largest hair color competition.

This year’s edition is set to conclude with the Beautyworld Middle East Awards on 29 October, celebrating industry achievements and featuring new trends like Middle Eastern fragrance exports and sustainable beauty practices.