TRADITION OF ARABIAN PERFUMERY
Beautyworld Middle East 2024 proved to be an unprecedented success, attracting a record-breaking 71,439 attendees from around the world to the Dubai World Trade Centre from October 28 to 30. This remarkable turnout solidified the event’s position as the premier international trade fair for the beauty and wellness industry.
Organized by Messe Frankfurt Middle East, the 28th edition of Beautyworld Middle East sprawled across 17 halls, reinforcing its reputation as the ultimate platform for beauty professionals worldwide. Boasting an impressive 10% growth in visitor numbers compared to the previous year, the fair hosted an astounding 2,000 global and regional exhibitors, highlighting the burgeoning beauty and wellness sectors in the region.
In a grand commencement ceremony graced by Her Excellency Hessa Bu Humaid, Minister of Community Development, Beautyworld Middle East 2024 opened its doors to beauty, skincare, haircare, and fragrance professionals from around the world.
The event’s extensive program boasted a diverse array of insightful talks, demonstrations, and workshops, addressing the latest trends and innovations shaping the beauty and wellness landscape. This extraordinary gathering of industry experts and enthusiasts promised an unforgettable experience, as attendees immersed themselves in the dynamic realm of global beauty.
Launching the show, Her Highness said: “It is an honour to open Beautyworld Middle East which has become a highlight of the calendar in the region and provides an educational, inspirational and community-led meeting point for beauty, fragrance and wellness professionals. I am delighted to see so many new international exhibitors here which is a testament not only to the growth of the exhibition, but also to Dubai’s commitment to bringing innovation and cross-industry collaborations to the world.”
Beautyworld Middle East’s resounding success signifies its instrumental role in shaping the future of the beauty and wellness landscape. The event continues to create opportunities for industry professionals to connect, innovate, and push the boundaries of beauty and wellness, ensuring its lasting impact on the global stage.
Beautyworld Middle East 2024 presented an impressive array of cutting-edge innovations across various sectors, including Fragrance, Cosmetics and Skincare, Beauty Tech, Personal Care and Hygiene, Hair, Nails, and Salon Supplies. This year’s event stood out with an 8% increase in international visitorship from 164 countries, adding 8 more countries compared to the previous year, highlighting its expanding global appeal.
As the beauty and wellness industries continue to flourish, Beautyworld Middle East solidifies its position as a pivotal platform for professionals to explore the latest trends and establish valuable connections. With its remarkable growth and diverse showcase of innovative products and technologies, the event is poised to remain an essential gathering for beauty enthusiasts, experts, and industry leaders in the years to come.
Ravi Ramchandani, Show Manager for Beautyworld Middle East, said, “This year’s record-breaking attendance and the dynamic international exhibitor lineup have unequivocally made Beautyworld Middle East the best ever. Participants from around the world took advantage of unparalleled opportunities for insights, networking, and education over three impactful days.”
Ravi Ramchandani also said, “Attracting attendees from 164 countries this year, the show was a reflection of a significant interest in brands wanting to grow their global audience. The fragrance world particularly is becoming very invested in this market and we are seeing lots of big brand names creating products specifically tailored to Middle Eastern tastes and traditions.”
Bologna maintains its old-school European charm. Hong Kong serves as Asia’s gateway. Here, BWME has carved out something completely different: an East-West convergence point. “Not just a trade show, BWME is a catalyst shaping the global beauty and fragrance industries,” BWME’s Show Manager Ravi Ramchandani said.
Beautyworld Middle East takes pride in its identity as the world’s largest fragrance trade platform, setting it apart from other beauty trade shows. Occupying an impressive 17,000 square meters in 2025, the event successfully unites all top 10 global fragrance houses under one roof. These industry leaders include renowned names such as Givaudan, IFF, Firmenich, Symrise, MANE, CPL Aromas, Robertet, and Takasago.
The collaboration and participation of these prominent fragrance houses contribute to Beautyworld Middle East’s distinguished status within the beauty and wellness industry. By bringing together key players in fragrance innovation and development, the event provides an unparalleled experience for attendees to explore the latest trends, discover groundbreaking products, and foster valuable connections.
Beautyworld Middle East’s commitment to showcasing the best in fragrance, alongside its dedication to other vital sectors of the beauty industry, solidifies its position as a premier global platform for professionals and enthusiasts alike. The event continues to shape the future of the fragrance world and remains a highly-anticipated gathering for those seeking the pinnacle of scent innovation and luxury.
Dubai’s fragrance industry has been garnering significant attention worldwide, as local powerhouses like Lattafa and Armaf have transcended regional limitations, making significant strides in Western markets. This growth reflects the global rise of Arabian perfumery, with Ramchandani highlighting its prominence.
The success of Arabian perfumery can be attributed to a unique blend of traditional techniques, rare ingredients, and modern innovation. Brands such as Ajmal Perfumes, Swiss Arabian, Al-Rehab, Afnan, and Armaf have played a pivotal role in this rise, offering a diverse range of exquisite fragrances that cater to a global audience.
“The GCC: Unlocking Beauty and Realising Potential” is a compelling presentation by Kelly Kovack, the founder of BeautyMatter. In this talk, Kovack delves into the burgeoning beauty industry in the GCC region, examining market trends and consumer practices that are propelling the region to become a global leader in the beauty sector.
Kovack’s presentation sheds light on the innovative strategies and cutting-edge approaches that are shaping the beauty landscape in the GCC. By highlighting the immense potential within the region, Kovack encourages industry professionals to capitalize on these opportunities and contribute to the growth and success of the GCC’s beauty and wellness market.
The Middle East’s beauty and personal care market has been experiencing significant growth, as evidenced by the BeautyMatter Middle East Market Report 2024. This report, in collaboration with Beautyworld, delves into the various factors driving the region’s emergence as a major player in the global beauty and wellness industry.
According to Euromonitor International, the MENA (Middle East and North Africa) beauty and personal care market is currently valued at $46 billion, with projections indicating that it could reach a staggering $60 billion by 2025. This impressive growth is fueled by a combination of cultural, historical, and economic factors, as well as the rapid evolution of consumer preferences and trends.
Gen Z consumers, who account for 55% of the MENA population, are playing a key role in shaping the region’s beauty landscape. This younger demographic prioritizes authenticity, brand storytelling, and purpose-driven products, reflecting a shift away from traditional advertising and marketing strategies.
As the Middle East’s beauty and wellness market continues to expand, international brands and professionals will increasingly turn their attention to the region, seeking to capitalize on its tremendous potential and cater to the evolving needs and preferences of its diverse and discerning consumers.
In regions where fragrance enthusiasts abound, the quest for that one-of-a-kind scent often leads to purchasing perfumes in large quantities. Various studies forecast significant growth in the fragrance market, with McKinsey predicting sales of $5.4 billion by 2027 and Expert Market Research estimating a value of $7.21 billion by 2032.
Much of this growth is being driven by the United Arab Emirates (UAE) and Saudi Arabia. In fact, according to the IMARC Group, the UAE market is expected to expand at a Compound Annual Growth Rate (CAGR) of 8.4% until 2026. This projected growth highlights the region’s potential as a key player in the global fragrance industry.
As these markets continue to flourish, fragrance lovers can look forward to a diverse range of offerings, catering to their ever-evolving tastes and preferences. Moreover, this trend presents a plethora of opportunities for fragrance companies to establish their presence and thrive in this lucrative market.
$19 Billion – The expected size of the prestige fragrance market by 2026.
Maria Dowling, affectionately known as the Middle East’s “Queen of Colour,” was recently honored with the prestigious Lifetime Achievement Award at the Beautyworld Middle East Awards. This accolade serves as a testament to her remarkable contributions to the beauty and wellness industry throughout her illustrious career.
As the Creative Director of her eponymous salon, Maria Dowling has earned a stellar reputation for her exceptional expertise in hair coloring. Her dedication to the craft and unwavering commitment to excellence have not only solidified her status as a respected industry leader but also inspired countless others to pursue their passions in the world of beauty.
The Lifetime Achievement Award recognizes Maria’s enduring impact on the Middle East’s beauty landscape and celebrates her role in elevating the industry through her innovative work, mentorship, and trailblazing spirit.
The Beautyworld Middle East Awards showcased the incredible talent and creativity of the fragrance industry, with perfumers Anne-Louise Gautier and Élodie Bernard of Expressions Parfumées emerging victorious in the highly anticipated Signature Scent competition. Their winning creation, Zenith Echos, was officially named the “Signature Scent” of Beautyworld Middle East 2024, symbolizing the essence and spirit of the renowned trade fair.
The Signature Scent competition, which saw participation from 15 leading international fragrance houses, challenged perfumers to capture the very essence of Beautyworld Middle East in a single bottle. Attendees had the opportunity to blind sample the various scents and cast their votes for their favorite.
Speaking about their inspiration, Élodie Bernard shared:
“The idea was to create a fragrance that embodies the spirit of Beautyworld Middle East. When you’re here, it feels like the whole world is gathered in Dubai. Every country, every culture is represented, and we wanted to recreate that emotion in our perfume. We are proud to be part of this wonderful event.”
“I’m so happy to have been chosen. It really is a pleasure. Zenith Echos is a creation uniting emotional connection and ultimate expertise. In this scent, we use a lot of sandalwood that shines over the dunes and musk radiance that reflects the Dubai skyline.”
Building on the success of the previous year’s winner, Jean-François Thizon’s Golden Light, plans are already underway to release Zenith Echos to attendees of the next year’s Beautyworld Middle East fair. This ongoing tradition not only celebrates the creativity of the fragrance industry but also adds a unique sensory experience to the event, solidifying Beautyworld Middle East’s position as a trailblazer in the beauty and wellness sectors.
Sterling Perfumes, under the leadership of Chairman Dr. Ali Asgar Fakhruddin, has witnessed remarkable growth since its establishment in 1998. As a specialist in manufacturing and distributing fragrances, Sterling Perfumes has expanded its reach to over 130 countries, a testament to its global appeal.
As a key participant in Beautyworld Middle East since the event’s inception 20 years ago, Sterling Perfumes has undoubtedly benefited from the exposure and opportunities provided by this premier trade fair. Dr. Fakhruddin attributes much of the company’s expansion to Beautyworld Middle East, describing it as “a platform that takes you across the globe.”
With a focus on innovation and adaptability, Sterling Perfumes continues to strengthen its foothold in the fragrance industry, maintaining a strong commitment to its regional roots while embracing a global perspective.
Dr. Fakhruddin on Beautyworld, “This platform has been instrumental in taking us from a local brand to an internationally recognised name.”
Armaf, a renowned fragrance brand under Sterling Perfumes, launched the delightful scent called Yum Yum, inspired by the sweet and refreshing notes of a milkshake. This captivating fragrance envelops the wearer in an enchanting blend of citrus and sweet floral notes, offering a soft and youthful aroma that evokes a sense of tropical happiness.
The Yum Yum fragrance features a unique combination of top notes, including Bergamot, Orange, Sweet Cherry, and Berry. These vibrant and zesty scents harmoniously blend with the delicate middle notes of Rose, White Floral, and Vanilla, creating a sophisticated and alluring aroma. The fragrance is anchored by the warm base notes of Musk, Powdery, and Amber, leaving a lasting impression of elegance and charm.
Lattafa Her Confession is a warm, elegant, and mysterious Eau De Parfum for women, launched at Beautyworld 2024. It opens with a blend of mystical accords and cinnamon, followed by a floral heart of jasmine, tuberose, and incense, with a touch of mahonial. The fragrance dries down to a long-lasting and sensual base of tonka beans, musk, and vanilla.
Scent profile:
Top: Mystikal, Cinnamon
Middle: Jasmine, Tuberose, Incense, Mahonial
Base: Tonka Beans, Musk, Vanilla
Lattafa’s fragrance with prominent candy notes is the Lattafa Yara Candy, a floral fruity gourmand scent that was launched in 2024. It is characterized by its playful and sparkling sweetness, opening with a vibrant blend of blackcurrant and green tangerine for a juicy and energetic first impression. The heart of the fragrance features a distinctive strawberry fizz candy note, which provides a sweet and effervescent twist, balanced by the soft, elegant floral touch of gardenia. As it settles, the scent transitions into a warm and inviting base of vanilla, amber, musk, and sandalwood, which adds depth and a cozy, long-lasting finish. The result is a fun, feminine, and charming perfume that captures the essence of candied fruit and vanilla while maintaining a sophisticated feel.
Another perfume launched, Lattafa’s Bade’e Al Oud Noble Blush is a captivating gourmand fragrance that unfolds with a delicate and creamy sweetness. It opens with a top note of rose milk, creating a gentle and romantic introduction that is softly floral and inviting. This gives way to a heart of meringue and almond, which adds a nutty, fluffy, and deliciously warm sweetness, reminiscent of a confectionary dessert. The scent concludes with a rich, smooth, and sensual base of sandalwood, vanilla, and musk, which provides a creamy, warm, and velvety finish that lingers on the skin. The overall impression is an elegant and sophisticated scent that balances floral softness with a refined, gourmand warmth.
Lattafa The Kingdom For Men (Eau de Parfum) is an aromatic fragrance with top notes of sage, lavender, and mint. It transitions to a heart of tobacco, vanilla, and orange flower, with a base of benzoin, tonka bean, and labdanum. It’s a sweet, spicy, and long-lasting scent often compared to Jean Paul Gaultier’s Le Male Elixir.
Panelists – Ralph Bou Nader -General Manager, Arabian Oud InternationalRawya Catto -General Manager, CPL Aromas-Dubai SalesAmandine Nikuze -Head-Fragrance Design, Ajmal PerfumesHany Rafik -Vice President -Marketing & Product Development, Abdul Samad Al QurashiJulie Contat Desfontaines -Sales & Marketing Director Fine Fragrance AMET, dsm-firmenich and Moderator:Valerie Lovisa -Sustainability -Lecturer, Moderator, Consultant, B Leader ABTYS -Consulting in Fragrance & Cosmetics discuss on the topic of ‘The Scent of Success’.
Rawya Catto – General Manager, CPL Aromas-Dubai Sales
Rawya Catto opened the panel by connecting the historical and cultural heritage of fragrance in the Middle East to contemporary preferences. She described how perfumery is deeply rooted in rituals related to religion, cleanliness, grooming, and identity, tracing aromas from ancient Egypt to modern-day practices. Rawya discussed how the Middle Eastern market’s expertise and curiosity inspire brands and perfumers to experiment more, spurring creative innovation and signature scents unique to the region. She emphasized hospitality, generosity, and a willingness to bridge cultures, noting that Middle Eastern perfumery now influences global trends.
Ralph Bou Nader – General Manager, Arabian Oud International
Ralph Bou Nader highlighted Arabian Oud’s global presence, with 1,300 mono-brand retail stores in 37 countries, emphasizing their business model of in-store and online brand experience. He explained that Arabian Oud avoids clustering products in different geographies to provide a consistent experience to clients worldwide. He detailed the evolution of international clients, especially after the COVID-19 pandemic, illustrating that non-Middle Eastern consumers are increasingly drawn to Arabian perfumery. Ralph underscored the importance of sustainability, sharing that Arabian Oud has planted millions of agarwood trees since 1982 to ensure responsible sourcing. He also discussed stringent adherence to international and local regulations for product quality and ingredient safety.
Hany Rafik – Vice President, Marketing & Product Development, Abdul Samad Al Qurashi
Hany Rafik outlined the transformation of Saudi Arabia’s beauty market and society, describing a shift from conservatism to openness due to economic growth and women’s increasing workforce participation. He illustrated how this has expanded product demand, as women express themselves more openly through beauty. Hany linked the brand’s responsibility to act as global ambassadors, leveraging Saudi Arabia’s heritage while adopting benchmarks in innovation and sustainability. He discussed Abdul Samad Al Qurashi’s marketing strategy, notably a campaign that resonated with Gen Z and brought first-time customers to stores, stressing the importance of excitement, identity, and culture in the customer experience.
Julie Contat Desfontaines – Sales & Marketing Director Fine Fragrance AMET, dsm-firmenich
Julie Contat Desfontaines provided a fine fragrance house perspective, praising the region’s dynamic market as a source of inspiration and challenge for perfumers around the world. She emphasized how Middle Eastern consumers’ expertise and elevated expectations require brands to create long-lasting, high-performing, and emotional products. Julie noted the shift in bestsellers, with a blend of Western and traditional scents, minimalist packaging, and innovation in ingredient overdose and fragrance structure. Co-creation with clients pushes perfumers to develop new molecules and unique olfactive trails, showing the Middle East’s impact as a performance benchmark for the global industry.
Amandine Nikuze – Head, Fragrance Design, Ajmal Perfumes
Amandine Nikuze focused on shifts in consumer attitudes, highlighting curiosity and a strong desire for innovation within the region. She provided examples of Ajmal’s projects, like the “Song of Oud,” which plays with the oud narrative without using the wood itself, showing how storytelling drives new product concepts. Creativity at Ajmal involves challenging industry traditions and daring ingredient choices, blending global inspirations with regional heritage. Amandine pointed out that today’s brands are not limited by convention, with new approaches to oud and the use of both robust and ephemeral elements to appeal to wider audiences, including younger demographics.
Moderator – Valerie Lovisa
Valerie Lovisa framed the conversation on “The Scent of Success,” expertly guiding panelists through topics including cultural identity, creativity, distribution, sustainability, and industry transformations. She drew connections between food, fragrance, and art, championed storytelling as a source of future inspiration, and encouraged exploration of fresh narratives and fusion styles. Valerie highlighted the continued need for sustainability and regulatory compliance, positioning the Middle Eastern fragrance ecosystem as a leader in global beauty.Each speaker provided in-depth perspectives rooted in their experience, illuminating how the Middle Eastern fragrance industry is evolving and influencing the global market through innovation, cultural heritage, sustainability, and creative daring.
Anfasic Dokhoon, a trailblazer in the luxury fragrance industry, introduced the groundbreaking Emovation Lab at Beautyworld Middle East 2023. This innovative fragrance experience offered attendees an exclusive chance to craft personalized scents, drawing inspiration from their emotions and memories.
The Emovation Lab, a collaboration between Anfasic Dokhoon and Khaltat, Mohamed Hilal Group, encourages visitors to explore the profound connection between fragrance and emotions. This immersive experience empowers individuals to create a custom scent that reflects their unique personality and evokes personal memories.
Shay Olimpia, Co-Founder of Anfasic Dokhoon said: “At the Emovation Lab you can create your fragrance based on how you feel. We like to talk about layering – in the sense that you don’t need to become a perfumer to create your own identity and your own signature.”
As fragrance enthusiasts embark on this sensory journey at the Emovation Lab, they gain a deeper appreciation for the art and science of perfumery while indulging in the luxurious world of bespoke fragrances. Anfasic Dokhoon’s commitment to innovation and creativity shines through in this truly memorable experience that continues to captivate audiences at Beautyworld Middle East.
Alfa, a prominent Jordanian company specializing in personal care products, made a strong impression at Beautyworld Middle East 2024, the region’s premier beauty and personal care event. With a carefully curated selection of high-quality skincare and beauty products that capture the essence of Jordanian heritage and craftsmanship, Alfa showcased the best of the country’s offerings to a global audience of industry professionals and enthusiastic visitors.
Riyaz Kalsekar, Co-Founder and Managing Director of Rasasi Perfumes, proudly introduced his eponymous signature fragrance at Beautyworld Middle East 2024. The Riyaz Kalsekar Signature Fragrance stands as a testament to Kalsekar’s dedication to craftsmanship and personal passion, with its development spanning six months to ensure a distinctive, emotionally resonant scent.Emphasizing the emotional impact of fragrance, Kalsekar stated that perfume plays a vital role in forming enduring memories and impressions. The Riyaz Kalsekar Signature Fragrance encapsulates this sentiment, showcasing the depth and character that defines Kalsekar’s vision and love for the art of perfumery.
Symrise is honored to announce that Noir, an exquisite fragrance crafted by Margherita Carini in collaboration with the esteemed Saudi brand Al Majed Oud, has been recognized as the “Popular Fragrance of the Year 2024” at the prestigious Middle East Beauty World Awards. This accolade marks a significant milestone in the partnership between Symrise and Al Majed Oud, a relationship founded on creativity, innovation, and a shared pursuit of excellence.
Noir artfully unveils a new iconic signature for the region, with its captivating blend of ingredients that evoke mystery and sophistication. Inspired by the contrasts of the night, Noir is a unisex fragrance that combines the freshness of fruity notes, the refinement of floral scents, and the depth of woody, leathery undertones.
Established in 1956, Al Majed Oud brings a rich heritage and deep understanding of the fragrance industry to the partnership. Together, Symrise and Al Majed Oud have successfully crafted a fragrance that resonates with consumers in the region, garnering acclaim and recognition from industry experts.
Jillian Switzerland, a luxury fragrance brand, is at the forefront of the eco-beauty movement, addressing the growing consumer demand for sustainable and environmentally friendly practices without compromising on quality and opulence. The brand’s commitment to sustainability is evident in every aspect of its fragrance creation process, from responsibly sourced ingredients to cutting-edge, eco-friendly formulations.
The talented perfumers behind Jillian Switzerland—Mirella Pomina, Mark Buxton, and David Chieze—perfectly embody the essence of sustainable craftsmanship. At the event, their creative expertise and dedication to eco-friendly practices were on full display, providing a glimpse into Jillian Switzerland’s vision for a more conscientious approach to luxury.
As the eco-beauty trend continues to shape consumer preferences and redefine the industry, Jillian Switzerland remains unwavering in its mission to create luxurious fragrances that align with modern values. By prioritizing sustainability and environmental responsibility, the brand is setting a new standard for the fragrance industry and catering to the evolving needs and expectations of discerning consumers.