Flyn Roberts, Beautyworld Middle East Show Director: “For anyone in the beauty industry, it truly is an unmissable trade show”

Beautyworld Middle East is a meeting place for professionals of the beauty and perfumery industry as well as for trade visitors. It has established itself as one of the most important events for the sector in Dubai. The next edition will take place from October 31 to November 2, 2022 at the Dubai World Trade Center. Flyn Roberts, its Show Director, tells us more about the event’s purposes and programm.

How long has it been since the creation of the fair? And what was its initial purpose?

After an inaugural event back in 1996, this year will mark the 26th edition of Beautyworld Middle East, and its purpose remains the same to this day: to bring the best of the beauty industry together in the Middle East as a catalyst for business growth and trend development in the region. 
Beautyworld Middle East 2022 will offer over 30,000 trade visitors a convenient and engaging platform to meet with more than 1,400 regional and international exhibitors from over 65 countries for three days of business networking and sourcing. With this edition set to be over 50% bigger than last year’s, this event, and exhibitions in general, continue to prove themselves to be the best meeting point to establish new business and strengthen existing ones. Attendees will be able to see the latest products, trends and innovations in this dynamic market, as well as forge connections with key players. For anyone in the beauty industry, it truly is an unmissable trade show.

Which audience do you target, regarding geographical origin?

Exhibitors this year will represent 65 countries from across the globe. From local UAE brands to the best of Europe, Asia and even North and South America, our truly international event will also include 25 government and association supported country pavilions; a clear demonstration of the appeal the Middle East region has in the global beauty market. This international appeal is hardly surprising when you look at the opportunities offered by the beauty and personal care market in the Middle East and North Africa region which is estimated to grow to $58.3 billion by 2025.
And from a visitor perspective the international attendance which last year covered over 100 nations is only set to grow in 2022 as the post pandemic world continues to open up again. For those brands looking to tap the Middle East market, some of our key buyers from the UAE include Coty, Chalhoub Group, Alshaya, Al Tayer, Landmark and Amazon to name a few. 

What are the main highlights of the 2022 edition? Are there any novelties?

While the ability to conveniently meet over 1,400 exhibitors in one place and discover their latest products and services being the biggest drawcard, we continue to evolve the experience for our attendees with plenty of opportunities for education, networking and inspiration along the way. 
There are so many highlights at Beautyworld Middle East, from returning favourites like “Front Row”, “Quintessence” (the space dedicated to niche perfumery) and the “Premium Club” to the new and exciting sectors like “Beauty Tech” which focuses on innovative, tech-driven products and solutions that will shake up the beauty market.
In 2022 we’re also very excited to bring “the Godfather of Hair Design”, Mounir, to Dubai, who for the first time ever, will present two exclusive eight-hour masterclasses co-located with Beautyworld Middle East, after having hosted sell-out master classes right around the world.
And last but not least, 2022 marks the return of the Beautyworld Middle East Awards where the industry’s top performers in beauty, hair, fragrance and will be honoured during a lavish masquerade themed gala dinner at the Address Sky View Ballroom on October 31st. This year the event includes four fragrance specific awards including the hotly contended Perfumer of the Year. Tickets for night are available via the Beautyworld website.

There is a rich programme of conferences. Can you tell more about the topics that will be addressed?

The program for this year’s Next in Beauty Conference will feature an exciting line-up of international and local thought leaders who will share market insights, trends and technologies that are transforming the beauty industry both within the region and globally.
A not to be missed keynote interview with Jo Malone CBE on the opening day will uncover her inspirational story of artisan beginnings to global success, including a demonstration of Jo’s new ‘Fragrance Tapas’ in store experience.
Day 2 highlights include the How to build a net positive fragrance industry panel with participants such as industry heavyweights Antoine de Riedmatten, General Manager Eurofragance and Xavier Renard, Global Head of Fine Fragrance at Givaudan.
Attendees can also learn more about Project ‘Responsible Beauty’, an innovative long-term plan to encourage the beauty industry to work together to eliminate waste before it is created.  It acknowledges the challenges of being able to cater to a wide audience while staying well within the realms of sustainability, and develops a way forward specifically for the beauty industry. 
Other highlights include in-depth examinations of trends like AI (Artificial Intelligence) & AR (Augmented Reality), slow beauty and light therapy, transforming the industry as well as insights into the Middle East and North Africa market for beauty and personal care, regulation and globalization.

Attendees will be able to see the latest products, trends and innovations.

As you know, Nez is strongly involved in the promotion of olfactory culture. What place has perfume at the Beautyworld?

Fragrance is one of the strongest segments at Beautyworld Middle East, with over 170 exhibitors representing everything from raw materials and fragrance compounds to finished fragrance as well as suppliers in packaging and contract manufacturing. It’s a key market for the Middle East with fragrance retail sales in the United Arab Emirates having risen by 12% to AED2.3 billion in 2021, and are predicted to continue this trend at a CAGR (Compound Annual Growth Rate) of 4%.
Beautyworld’s recognition as a leader in global fragrance events is cemented with a line-up of some of the most prestigious global brands participating at this year’s show, including Eurofragance, CPL Aromas, Firmenich, Symrise, Givaudan and Robertet to name a few.
In addition to the large fragrance houses, “Quintessence – the art of perfume will be returning to Beautyworld Middle East providing an exclusive showcase dedicated to the world’s ‘crème de la crème’ of niche fragrances. Bois 1920, Keiko Mecheri, Amarsi and La Bonte are just a sample of some of the 25 curated brands and creators who will showcase their products in a bespoke, luxurious environment befitting the stature of these magnificent creations. 
And finally, “Signature Scent, the competition launched last year to mark Beautyworld’s 25th anniversary, returns for 2022. Inspired by the essence of the region, 16 of the top international fragrance houses are challenged to design and create their own interpretation of a bespoke signature scent for the show. Visitors will be able to cast their vote in a blind sampling with the winner crowned as the official scent for the 2023 edition of Beautyworld Middle East.

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