Inclusion in the Spotlight at Beautyworld Middle East 2019

Products for varied skin tones and hair textures will be showcased at the trade show in the Ready to Beauty section

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Honey Baby mulitcultural cosmetics at Ready to Beauty.

A new showcase of hand-picked brands from across the globe will answer the needs and wants of consumers with darker skin tones and curlier hair textures at next month’s Beautyworld Middle East exhibition in Dubai, as the spotlight shines on multicultural beauty.

Ready to Beauty is one of several show highlights at the region’s largest international trade fair for beauty products and wellbeing, and promises to take thousands of Middle East and African trade visitors through a ‘journey to discover the next big thing in multicultural beauty.’

The dedicated feature is presented by US-based multicultural beauty think tank Dark Metier, and will present a wide range of products, from foundations and cosmetics with shades and formulas created specifically for high-melanin skin types, to hair systems that care for thicker, more textured curls.

Dark Metier founder and global CEO Corey Huggins, said Beautyworld Middle East is integral to the larger global strategy for Ready to Beauty, which also has activations in the US, Kenya, Belgium and Brazil: “I think the  Ready to Beauty retail style design is particularly thrilling as well,” he added.  “It allows participating brands a strategic opportunity to tell their positioning and backstory better as if they had their own storefront. No one in multicultural beauty is staging this level of retail luxury and innovation in a trade fair environment.

“Consequently, the dedicated section’s popularity will be underscored when trade visitors recognise that this particular segment of beauty is finally being respected and elevated.”

Huggins added mainstream beauty brands are now slowly recognising the power of the multicultural market: “Big brands are starting to launch products that target the darker consumer, particularly in haircare, but there’s a difference between multicultural-suited and multicultural-specific beauty,” he said.  “One is gratuitous in nature and the other is authentic.  Without question, Ready to Beauty is unapologetically the latter.”            

Ready to Beauty arrives at Beautyworld Middle East 2019 amid a growing preference for cosmetics and hair care suited to warmer skin tones and colours.  According to industry estimates, multicultural women are also said to spend 80% more on cosmetics and nearly twice as much on skincare than other consumer bases.

Beautyworld Middle East show director Elaine O’Connell said: “In our view, beauty bridges all cultural gaps almost effortlessly, and in Ready to Beauty, we have a unique showcase that will appeal to the diverse cultures and varied skin tones so prevalent in the Middle East and African region.

“Trade visitors can expect to see a wide range of natural haircare products, skincare, personal care, and colour cosmetics varying from perfectly balanced to bold and warm.  The special feature is yet another example of how Beautyworld Middle East continues to evolve and cater to the specific needs and requirements of its core market,” she added.

Now in its 24th edition, Beautyworld Middle East 2019 will take place from 15-17 April at the Dubai International Convention and Exhibition Centre and feature more than 1,750 exhibitors from 65 countries.

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