Beautyworld Middle East returns for its 29th edition from October 27th through the 29th, 2025 at the Dubai World Trade Centre. Recognized as the largest international trade fair of its kind in the region, the event brings together more than 75,000 professionals from 164 countries and over 2,000 exhibitors spanning 70 nations.
While fragrance continues to dominate the show floor, wellness and clean beauty remain niche segments at Beautyworld Middle East—yet their growing visibility is significant. Against the backdrop of a fragrance-heavy marketplace, these smaller segments carry an outsized influence, reflecting consumer demand for authenticity, sustainability, and transparency.
Clean + Conscious: Artisan Beauty in Focus
Captured by Lights In Motion
The Clean + Conscious area highlights a diverse range of brands united by a commitment to safer formulations and responsible practices. From streamlined, ingredient-transparent lines like Feel to heritage-inspired offerings from Botanika Marrakech, and from advanced skincare concepts at L’Abelâge to nutrition-based beauty from Chicnutrix, the section illustrates how clean beauty today spans multiple categories and cultural perspectives while keeping skin health and sustainability at the core.
Feel: A minimalist, clean‑clinical skincare line that is 100 percent vegan and cruelty‑free, with packaging that clearly states active ingredient percentages for total transparency.
The Act: Harmonious, all‑body skincare conceived for “every body.” Think natural, spa‑ritual textures—body butters, scrubs, detox soaks—designed for at‑home ritualistic indulgence.
Bade Natural: Turkey’s botanical beauty artisan, offering natural face, body, and haircare. Their formulas lean into plant‑based collagen, fine oils, organic toners, and even natural hues in makeup— natural and cruelty‑free.
BBody: Not traditional cosmetics, but a wellness‑centered supplement and superfood brand that supports skin, hair, and nails from the inside out—highlighting the evolving definition of clean beauty.
Re Skincare: Based in Saudi Arabia, Re Skincare focuses on safe, ingredient-conscious formulations designed to meet the growing demand for clean, effective beauty in the region.
Glowture: Regionally tuned, trend‑forward beauty offerings crafted for the Middle Eastern glam sensibility.
“Beautyworld Middle East is about building meaningful connections and introducing Canadian-made clean beauty and wellness to a region that deeply values quality.”—Angela Mustone, Founder, High On Love
L’Abelâge: Ultra‑luxury skin solutions from a beauty atelier angle, boasting “Haute‑Rejuvenation” rituals rich in precious metals and refined actives.
Eldan Cosmetics: Italy’s own prestige beauty label, offering refined visage and body skincare with an aura of European elegance.
Erre Due: Italian makeup craftsmanship—creamy foundations, powders, lipsticks, palettes—that walks the line between artistry and gentle formulations.
Chicnutrix: India’s beauty‑meets‑nutrition pioneer, marrying Korean skincare rituals with wellness‑centered supplement science—designed for that glow from within.
Botanika Marrakech – An organic ode to Moroccan wellness, specializing in argan‑oil‑rich body scrubs, creams, soaps, and luxuriously simple bathing experiences.
Zanella Dermacare: Scandinavian‑styled glosses and lip care—think intense care wrapped in irresistible shine, available in Swedish editions like “Watermelon Summer.”
MÄNN Skincare: Austria’s upscale skincare export, seamlessly serving markets from Saudi Arabia to Europe—indicative of clean beauty’s global circulation.
The demand for cleaner, more transparent products is reshaping the regional market. According to Show Manager Ravi Ramchandni, “Attendees can now identify brands with verified standards, transparent INCI listings, and reduced-impact packaging—streamlining supplier vetting and saving valuable time. This aligns with sharp regional demand for ‘clean’ beauty, a category projected to reach $2.6 billion in the GCC by 2025. Notably, 75 percent of MENA shoppers prefer eco-aware brands, and nearly 60 percent of Gen Z have stopped buying from companies without environmental credentials.”
Beauty Beginnings: Innovation on the Rise
High On Love
The Beauty Beginningsshowcase introduces 15 pioneering companies whose work points to the future of global beauty. Highlights include Latina heritage beauty (Ki’Olal), exosome-powered regenerative science (Exoceuticals), luxury clean wellness (HighOnLove), and non-invasive at-home therapies such as red-light devices and carboxytherapy treatments.
Angela Mustone of High On Love notes, “Middle Eastern consumers are sophisticated—they want luxury, efficacy, and authenticity in the brands they choose. For us, Beautyworld Middle East is about building meaningful connections with partners who share this vision, and introducing Canadian-made clean beauty and wellness to a region that deeply values quality.”
Natural Notes: A Pioneering Space for Perfumery
A major addition to this year’s program is Natural Notes, a pioneering space dedicated to responsibly sourced natural ingredients used in perfumery. Presented in collaboration with Resperfuma and Virginie Gervason, the pavilion unites nine producers committed to biodiversity, community partnerships, and transparent sourcing.
Ramchandni explains, “Natural Notes is about giving a platform to passionate entrepreneurs who are rewriting the rules of natural ingredient sourcing through responsible action and visionary thinking.”
Participating producers include Capua (citrus, Italy), Enio Bonchev (rose, Bulgaria), Essentiel Oud (Vietnam), Jacarandas (ylang ylang, Madagascar), and others representing patchouli, spices, argan, and vetiver.
Natural Notes also anchors the Next in Fragrance program with a panel on “What Does Sustainability Mean for Naturals at Source?”—a conversation that underscores the growing demand for integrity and traceability in raw materials.
Expert Speakers, Inspiring Voices
This year, Beautyworld Middle East will welcome a number of expert speakers, including:
Lavinia Popescu, Chief Science Officer, Olaplex. Widely recognized for introducing bond-building technology to the professional haircare category, Olaplex has become a global leader in science-driven formulations that have reshaped the conversation around hair health.
Dr. Robin Smith, Co-Founder, Exoceuticals
Dr. Robin Smith, Co-Founder, Exoceuticals. Exoceuticals is grounded in exosome regenerative science and advanced biotech skincare, aligning more closely with clinical innovation and longevity research than with natural or eco-driven formulations. With that said, the brand just introduced Exo Botanique.
Sara Al Rashed, Founder, Asteri Beauty. Asteri, a Saudi-born brand, embodies a modern vision of safe luxury. Positioned as clean, inclusive, and regionally inspired, its formulations avoid controversial ingredients while speaking directly to the sophistication of Middle Eastern consumers.
Anisha Oberoi, Founder, Secret Skin. Often described as the “Credo of the Middle East,” Secret Skin is a curated platform dedicated to clean, sustainable, and cruelty-free beauty. With a mission rooted in conscious consumption, Oberoi has created a bridge between global clean brands and discerning regional buyers.
Angela Mustone, Founder, High On Love. High On Love brings a touch of Canadian artistry to intimate self-care. Positioned firmly in the space of clean wellness luxury, the brand offers sensual wellness products that are vegan, cruelty-free, paraben-free, and elegantly packaged—appealing to consumers seeking both purity and pleasure.
These leaders represent the fast-evolving intersection of science, entrepreneurship, and clean wellness—an emphasis increasingly in demand across the region.
A New Lens for the Industry
At its core, Beautyworld Middle East 2025 reflects a wider movement wellness, sustainability, and conscious consumption may still be niche, but they are the forces reshaping the future of beauty in the region and beyond.