Show Review: Beautyworld Middle East 2019

We bring you the highlights from this year’s show


Beauty world 2019.

The 24th edition of the annual three-day event took place at the Dubai World Trade Centre and was opened by His Excellency Eng. Dawood Abdulrahman Al Hajiri, the Director General of  Dubai Municipality.

With a new record in exhibitor numbers, 25 national pavilions, seven spectacular show highlights, and hundreds of product launches across 62,000sqm of exhibition space, Beautyworld Middle East 2019 was once again the focal point of the latest innovations in a regional market that is tipped to grow by 7.5% annually over the next three years.

According to analysts Euromonitor International (EMI), the retail value of the beauty and personal care market in the Middle East and Africa (MEA) is estimated to be worth US$34.9 billion in 2019, an eight percent increase over the previous year (US$32.4 billion).

That figure is projected to grow to be worth US$43.4 billion in 2022 according to EMI, making the MEA region one of the fastest growing markets in the world for cosmetics, skincare, fragrances, hair care, men’s grooming, personal care and hygiene.


“As one of the world’s top three top three trade fairs for beauty, hair, fragrances and wellbeing, Beautyworld Middle East continues to uncover the entire spectrum of products serving this vibrant regional market,” said Elaine O’Connell, show director for Beautyworld Middle East.

“There is no other trade fair in the wider region that delivers such a wide range of beauty products, personal care, and fragrances from across the globe. At the same time, it’s an educational focal point shining the spotlight on the latest trends and innovations that are moving the needle for the beauty profession on an international scale.”

The show featured a packed programme of special highlights such as Front Row, Ready to Beauty, Nail IT! Competition and many more.

New Releases at GHD

At the Nazih Group stand GHD Asia Head of education & business development Robert Resnick was in attendance to showcase the brand’s new releases, namely the new ghd Glide Hot Brush which launched in February and sold out in three days in the UK. Resnick commented: “It's become a global phenomenon. It's coming through to here. We'll be launching here the Middle East probably towards the end of April and it will go very quickly.”

It's all about following trends. As a brand, we're all about fashion, the quality of the hair and making sure that people have effortless beautiful hair. That isn't easy to achieve at home. People are working and don't have time to spend on their hair. In addition, if you have products with inconsistency of temperature and shape, they just have to do too many things. So for us as a brand. We need to make sure that we have the professionals looked after so they can work quicker in the salons. And then the consumer has to be able to maintain it at home.

“So the hot brush for us is about second day maintenance. If you imagine waking up, doing your hair, washing, blow drying everything we use, the hair must be 100% dry. So if you imagine that. You have to wash your, hair blow dry it then you straighten it or curl it. It takes a long time. And the second day you wake up and you don't really do that whole process again. The hot brush is about maintenance. It can allow a little bit of curl to be kept in or it can be Very smooth. So it's really a question of what you want but it's effortless.”

Heating up to 1850C, there are two heaters at the back of the brush which features different-sized bristles. The longer bristles detangle the hair and the shorter bristles with the ceramic coating are heated in order to give shape and shine to the hair.

Robert Resnick.

Resnick went on to explain that there is a two-year warranty on all of ghd's electric products except the ghd Platinum + which has a three-year warranty. The brand has a UK laboratory where its team designs and manufactures the tools. He added: “We fully understand heat and all the different hair types. Even after 18 years of ghd being around, people still think they need a different temperature because their hair is a different quality to their daughter or their friend but that's not the case. We have one temperature because the hair structure is made up of the same compounds. It's all about the science. We're not the cheapest brand available but what we are is an affordable luxury brand.”

Though the brand now has 13 SKUs, they are always looking to innovate. According to Resnick, what they won't do as a brand is bring something out unless they know it's going to outsell the market compared to what's already out there. They want consumers to be able to look and feel good with healthy hair.

Quintessence – the art of perfume

The Quintessence feature at Beautyworld Middle East presented a selection of more than 20 hand-picked niche perfumes.

Thomas Kosmala, whose latest range can be seen in high-end department stores such as Harrods, Bloomingdales, and Galleries Lafayette, is a regular Quintessence exhibitor, and this year used the platform as a global launchpad for his most recent limited edition line.


Kosmala said: “There is a cultural connection in the Middle East with perfumes which goes as far back as time itself.  The Middle East customer is very well educated in the area of perfumes and we feel particularly connected and in tune with that.  They appreciate quality, innovation and honesty in a product and I interpret all this and more in my scents in a very contemporary way.”

 Ready to Beauty

New for this year's show, Ready to Beauty was a showcase of hand-picked brands from across the globe, answering the needs and wants of consumers with darker skin tones and curlier hair textures.

Among the many new brands entering the market was BU.KE from Kenya, an artisan brand that handcrafts hair and skincare products using natural and organic ingredients such as shea butter, bentonite clay, cocoa butter, sage and most recently, Kenyan green and purple teas. All responsibly sourced ingredients which simultaneously promote sustainability of the Kenyan economy.

Ready to Beauty

Now in its 24th edition, Beautyworld Middle East featured 1,790 exhibitors from 66 countries. The annual three-day event covered the six product groups of Cosmetics and Skincare (500 exhibitors); Machinery, Packaging, Raw Materials, and Contract Manufacturing (400); Hair, Nails, and Salon Supplies (360); Fragrance Compounds and Finished Fragrances (200), Personal Care and Hygiene (200); and Natural and Organic (110).

The global flavour of the dedicated showpiece was underlined by 26 pavilions coming from Argentina, Brazil, California, China, France, Germany, Hong Kong, India, Italy, Japan, Korea, Morocco, Pakistan, Singapore, Spain, Taiwan, Thailand, Turkey, GCC, UK, USA, and for the first time in 2019, Belgium, Jordan, Romania and Lithuania.

UAE participation was also strong with 168 local companies spanning 7,300sqm of exhibition space. Top local companies on-board in 2019 included Nazih Group, Sawaya Trading, Creative Beauty Source, Gharieni, Swiss Arabian Perfumes and Premier Cosmetics.

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