Beauty Beginnings is back for its second edition at Beautyworld Middle East 2025, solidifying its position as a key destination for retailers, buyers and distributors seeking the next wave of beauty brands ready to conquer the Middle East and beyond. This curated discovery zone is a gateway for indie and niche beauty brands to connect with top retailers and distributors across the Middle East and North Africa (MENA) region and other rapidly expanding global beauty markets.
Beautyworld Middle East, held from October 27-29, 2025, at the Dubai World Trade Centre, is a global hub for the beauty, fragrance, hair, and wellness industries. It attracts over 71,000 professionals and 2,000 leading exhibitors from around the world, offering unparalleled networking and business opportunities.
Q&A: Decoding the Middle Eastern Beauty Market
Global Cosmetic Industry recently had an exclusive discussion with Ravi Ramchandni, show manager of Beautyworld Middle East.
The Unique Middle Eastern Beauty Shopper: What They're Looking For
Ramchandni: The Middle East beauty and personal care market is rapidly growing, projected to reach $46–60 billion by 2025, driven by a young, digitally savvy population. Consumers value clean, halal, and ethically sourced products, with a strong preference for science-backed skin care suited to the regional climate. Social media and influencers play a key role in shaping purchasing behavior, especially among Millennials and Gen Z. There's high demand for premium, innovative brands, particularly in the Gulf, and rising interest in male grooming, minimalist makeup, and wellness-led beauty routines that integrate self-care with aesthetics.
Beyond Fragrance: Top Market Growth Segments
Ramchandni: The fastest-growing sector driving beauty market growth outside of fragrance in the Middle East is skin care. According to the Chalhoub Group 2024 report, skin care saw the highest growth rate in GCC markets with an increase of 17% year-over-year, outpacing other beauty categories, driven by a young, informed consumer base and brand expansions like standalone boutiques. McKinsey’s 2025 global beauty report also highlights skin care as the largest and fastest-growing sub-segment, expected to represent 40% of the beauty market value by 2030, with steady growth fueled by innovations and rising demand, including “skinification” of other categories like hair care.
Key Insights for International Brands to Succeed in the Middle East Market
Ramchandni: International beauty brands looking to succeed in the Middle East must avoid several common pitfalls ... Key mistakes include:
- Overlooking cultural sensitivities: What works in other markets may not be appropriate in the Middle East. Brands should steer clear of provocative imagery and ensure campaigns align with local values and religious norms.
- Treating the region as a single market: The Middle East is made up of diverse countries with unique consumer behaviors, regulations, and preferences. A one-size-fits-all approach won’t work—tailored strategies are crucial.
- Compromising brand authenticity: While local adaptation is important, over-adjusting to fit in can dilute a brand’s core identity. Striking the right balance between relevance and authenticity is key.
- Choosing unsuitable partners: Local success depends heavily on the right distribution and retail partnerships. A lack of regional expertise in partners can significantly impact growth.
- Failing to represent local consumers: Including Arabic and diverse models, and aligning with regional beauty standards, helps build trust and relatability with Middle Eastern audiences.
The Middle East: A Powerhouse for Beauty Growth
In a June 2025 report, McKinsey reported that growing wealth in the Middle East is a key opportunity for both international and local/regional brands.Beautyworld Middle East
With market value projected to surpass $50 billion by 2027, according to Euromonitor, the region is now a strategic launchpad for ambitious international brands looking for global expansion.
In a June 2025 report, McKinsey reported that growing wealth in the Middle East is a key opportunity for both international and local/regional brands. In the context of a diminished Chinese market, the Middle East offers "promising growth," per the report, but "growing there means brands need to familiarize themselves with local consumer preferences and tastes and adapt to them."
“Beauty Beginnings is more than just a showcase—it’s a gateway,” says Ravi Ramchandni, show manager, Beautyworld Middle East. “We’re offering startups and SMEs a unique chance to make those crucial first connections with buyers, distributors, and retailers who can unlock their growth in the MENA region. For our visitors, it’s about discovering what’s next, before it hits the mainstream.”
Innovation on Show: Curated for Success
Following a successful debut in 2024, Beauty Beginnings 2025 will spotlight 18 hand-picked, emerging brands from Europe, the Americas, and further afield. Each brand is selected for its creativity, innovation, and potential to resonate with one of the world’s fastest-growing consumer markets.
From ancient ritual-rooted skin care like Ki’Olal and exosomes from regenerative medicine by Exoceuticals, to luxury wellness sensorial self-care with High on Love and non-invasive at-home clinical-grade carboxytherapy treatments from CO2 Lift, the showcase covers all beauty sectors including skin care, hair care, fragrance and intimate wellness.
Participating international brands include: Beauty and the City, CO2 Lift, and Remilla (USA); Daniel Laura (Germany); SkincareStories (Denmark); Voir Haircare (Canada); and Sevin London (UK).
MENA: A Global Launchpad for Beauty Brands
For participating brands, Beauty Beginnings offers unparalleled direct visibility in a market eager for fresh concepts, with MENA brands playing a significant role in this movement.
Ken Hoellmann, founder of Dubai-based men’s range MÄNN Skincare, shared his excitement: “We’re thrilled to share the full MÄNN Skincare collection with the industry. Beyond products, we’re sharing a vision: that men’s skincare can be luxurious, high-performance, and holistic. We look forward to connecting with retailers, press, and partners, and to starting conversations that put men’s beauty and wellbeing firmly on the global stage.”
A Glimpse into the Future of Beauty Innovation
Whether it's biotech-driven facials, next-generation haircare, or wellness-inspired concepts, Beauty Beginnings offers visitors a exclusive preview of what's coming next in global beauty innovation. Positioned at the heart of Beautyworld Middle East, one of the largest international trade fairs for beauty, hair, fragrance, and wellbeing, this discovery zone has rapidly become the essential first stop for retailers and distributors scouting the brands poised to make waves in Dubai and beyond in 2025 and the years to come.
