This year’s edition, Beautyworld Middle East, is set to build on last year’s impressive scale: the event attracted 53,134 attendees (a 26.8 % increase on 2024) and covered a total gross area of 103,000 m² (up 25.3 %). With six new halls added to the show floor, the space is now roughly equivalent to 14.5 football fields devoted entirely to beauty, fragrance, and wellness.
Exhibitor numbers have surged by about 27 % compared with last year, with expectations of 2,500 exhibitors from 65 countries, supported by 27 national pavilions – including first‑time participation from Australia and Sri Lanka.
Beyond the booths, the experience has been extended into 11 immersive show features, such as The Makeup Studio, Beauty Live Stage, Natural Notes (in sustainability), and Beauty Beginnings, showcasing emerging brands and the latest innovations.
The 2024 Middle East Beauty Market Report, published by BeautyMatter in collaboration with Messe Frankfurt Middle East, explores the rapid evolution of the region’s beauty and wellness industry.
Highlighting key trends, from the growing influence of Arab beauty to the rising demand for clean, inclusive, and cutting-edge products, the report delivers actionable insights for brands aiming to launch or scale in the Middle East. Whether you’re an established global name or an emerging label, this guide provides essential direction for succeeding in one of the beauty world’s most vibrant markets.
- Market scale & growth: The rapid rise in visitor and exhibitor numbers highlights the expanding beauty and wellness opportunity in the Middle East.
- Global reach + regional innovation: With new country pavilions and dedicated zones for niche‑and‑emerging brands, the event is both a gateway to global beauty and a platform for regional discovery.
- Experience transformation: The shift from traditional trade‑show booths to immersive features, live stages and startup zones signals how beauty events are evolving to meet new buyer, brand and consumer expectations.
Whether you’re a brand looking to enter MENA, a buyer sourcing the next big thing, or a startup aiming for traction, Beautyworld Middle East 2025 offers a deep dive into what’s shaping the future of beauty.
