Beautyworld Middle East 2017,  the region’s largest international trade fair for beauty products, hair and fragrances, ended in spectacular style attracting 42,012 visitors from 135 countries during the three-day event.

A bevy of beautiful people shared the stage with regional traders, professionals, and international manufacturers, as the Middle East’s largest beauty and wellness exhibition concluded recently in spectacular style in Dubai, said the event organisers.

Beautyworld Middle East 2017, which took place at the Dubai International Convention and Exhibition Centre, featured 1,580 exhibitors from 60 countries.

Spanning 55,000 sq m, the three-day event’s 11.5 per cent increase in size year-on-year was duly matched by a 13 per cent growth in visitors, with throngs of spa and salon professionals, hairstylists, makeup artists, importers and exporters out in force, sourcing inspiration and the latest products displayed by the biggest brands in the global beauty business.

The 22nd edition of the annual showcase was a mix of glamour and serious business in equal doses; models graced catwalks presenting the latest makeup and hair trends from the likes of Hollywood hair artist Guy Tang at one end of the exhibition’s vast expanse, while across the other, European premium skincare manufacturers or makers of niche perfumes were striking deals with regional distributors and high-end retailers.  

"Although the expo continues to grow in size and scope every year, it has maintained, and even advanced its relevance in the Middle East and African beauty and wellness market, which continues to deliver up a wealth of opportunity for global and local players alike," remarked Ahmed Pauwels, the CEO of organiser Messe Frankfurt Middle East.

"Whether you’re a professional hair stylist seeking inspirational colouring trends, an entrepreneur looking for private label cosmetic manufacturers, or a hotel operator searching for the cutting-edge spa equipment and treatments, there’s really something for everyone," he stated.

Neoderma from Cyprus was among the 650-plus Skincare & Cosmetics exhibitors at Beautyworld Middle East 2017, and used the event to launch its ‘Airless’ premium skincare range, including a Halal-certified whitening cream.

CEO Andreas Loizou said Neoderma is one of the first in the world to make 100 per cent airless skincare products. Initially a manufacturer for private labels and the professional market, Neoderma is now entering the high-end retail market as part of its five year business expansion plan.

“The retail world is taking over and multi experience stores are becoming very strong, where one can find the right products and have treatments all at once, from skincare to haircare, to body to spa and massage,” said Loizou.

Among the many show highlights returning to Beautyworld Middle East 2017 was Quintessence, an exclusive showcase of luxury and niche perfumes, many of which were seen for the first time in the region.

Luxe House, a distributor of premium beauty products throughout the Gulf region and several other Middle East countries, had six brands under its banner at Quintessence: Tom Daxon, Nishane, Le Galion, Signature Fragrances, Teaology, and Simone Cosac.

Doaa Tahboub, the co-founder and marketing director of Luxe House, said: "Quintessence offers us a golden opportunity to be present in front of a massive market segment that tends to be split between those searching for ultra-luxury products and those looking for something a lot more personalised and unique, and that has an independent voice."

“Quintessence is ideal not only to fulfil marketing objectives, but to draw inspiration from because it’s very refined, it’s very intimate, it’s designer-led. The way it’s built, and the dynamics of the feature makes it feel as though it’s an independent exhibition on its own,” added Tahboub.

Elsewhere, US-headquartered professional haircare solutions manufacturer GKHair was one of more than 350 exhibitors in the Hair, Nails & Salon Supplies section at Beautyworld Middle East 2017.

Founded ten years ago in Miami, GKHair products and treatments are now available in salons in more than 70 countries, including 11 in the Middle East.  Founder and CEO Van Tiboli said the region comprises around 20 per cent of GKHair’s global business.

“The Middle East market is a very important for us, and since I started the brand in 2007, we opened country by country in the region,” said Tiboli. "It’s a market that’s growing every year; it requires a lot of GKHair products, and demands high quality products," he added.  

Other special event features ensuring visitors come away inspired, educated, and rejuvenated included: Battle of the Barbers; Sensorial Journey by Carita & centdgres; Hair Education by ghd; Nail It! By Artistic and OPI; the Business in Beauty Summit; and Face it! by Mehron and Madi International.

The 23rd edition of Beautyworld Middle East will take place from May 8 to 10 next year.-TradeArabia News Service