The 2025 edition of Beautyworld Middle East opened in Dubai to an enthusiastic response, with industry icons Roja Dove and Sara Al Rashid headlining the first day with keynotes that captured the evolving landscape of fragrance and beauty across the region. The event, taking place at the Dubai World Trade Centre, marked a dynamic start to the region’s largest international trade fair for beauty and wellness professionals.
British perfumer Roja Dove, celebrated globally as the “master tailor of scent,” took centre stage at the Next in Fragrance conference with an exploration of perfumery’s artistry and its intersection with memory and emotion. His session drew a packed audience of fragrance professionals and enthusiasts, many from the younger generation, which is increasingly driving luxury scent trends. His remarks highlighted the growing influence of Generation Z consumers, a segment he noted as particularly passionate about the craft and storytelling behind perfumes. Reflecting on the session’s impact, Ravi Ramchandni, Event Director for Beautyworld Middle East, said Dove’s presence “reaffirmed Beautyworld Middle East’s position as the global platform for scent innovation.”
The Next in Beauty session, later in the day, was led by Sara Al Rashid, founder of Asteri Beauty and a leading voice for sustainability and inclusivity in the GCC beauty market. Al Rashid’s keynote delved into her brand’s journey toward clean, vegan, and desert-proof beauty—concepts she described as deeply rooted in the region’s identity and environment. Speaking about her brand philosophy, she said beauty today is about authenticity and connection, adding that Asteri Beauty aims to transform desert-proof innovation into a wider movement. Andrea Nagel, Chief Content Officer at CEW, who hosted the session, noted that Al Rashid’s unconventional approach to brand-building—prioritising consumer understanding over traditional retail expansion—has become a competitive advantage.
Event Director Ravi Ramchandni described Al Rashid’s address as an embodiment of the “entrepreneurial spirit and creative energy defining the Middle Eastern beauty landscape.” Both sessions collectively set a high benchmark for the show’s programming, underlining the region’s growing influence in shaping global beauty trends.
Organised by Messe Frankfurt Middle East, Beautyworld Middle East 2025 runs from October 27 to 29, drawing over 71,000 professionals and 2,000 exhibitors from more than 70 countries. The exhibition continues to serve as a key platform for innovation, networking, and cross-border collaboration in beauty, fragrance, and wellness.
