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The Largest International Trade Fair for Beauty Products, Hair, Fragrances and Wellbeing in the Middle East

May 27 – 29, 2014 Dubai International Convention and Exhibition Centre, UAE

Simply gorgeous – an ageless market that grows even more attractive If you were to paint a picture of the beauty market in the Middle East, it would be made up of a multitude of brushstrokes and colours – such is its beauty and complexity. As promising as it is vast, the future is bright for this region, if past performance and evolving market dynamics are anything to go by. And nowhere are these factors better reflected than at Beautyworld Middle East, the single most important trade show for the industry in the region. In its 18th year, it remains the exhibition that everyone who matters in the beauty, hair, fragrance and wellness industries looks forward to. Organised by the renowned Messe Frankfurt Group, the show continues to get bigger and better. Be part of the next big thing: Beautyworld Middle East 2014.

2014 Show Profile Date

: May 27 – 29, 2014


: Dubai International Convention and Exhibition Centre


: Epoc Messe Frankfurt GmbH

Total Sqm

: 33,507 (2013 results)


: 1,089 (2013 results)


: 25,732 (2013 results)

Exhibition Timings : 10am – 7pm

2013 Special Highlights  Beautyworld Middle East Boutique  Elements Dubai  Walk of Beauty by Madi International  Nail It! by OPI and Nazih Group  Hair Education by  Face It! by Evagarden  Fragrance Station  The Spa and Salon Management Summit

“The quality of the visitors was very good and better than last year’s. You should be here if you want to expand your business in the Middle East.” Siegfried Greiner, Managing Director, Greiner

“During the three-day event, we were able to connect major and coveted buyers, retailers and distributors from the Middle East, Europe and Asia with the prestigious brands we presented at Elements Dubai. It was a great success! We are already planning for a more comprehensive and larger Elements Dubai 2014.” Ulrich Lang, Co-founder, Elements

Facts forward – Encouraging numbers that paint a pretty picture The Beauty and Personal Care market continues to flourish, particularly in the Middle East region where there is a high propensity for all things beauty related. Spending continues to grow across the Middle East and Africa region where Saudi Arabia and the UAE are leading the field, with expected CAGRs to 2017 of 5.4% and 7.1% respectively. This will bring the MEA region’s total beauty market size to an estimated US$ 29.4 bn worth by 2017.

Market facts and figures The most significant categories in value terms in the Middle East and Africa (MEA) include Mass & Premium Cosmetics, Skin Care, Hair & Nails, Fragrances and Spa. 1) Mass & Premium Cosmetics Mass Cosmetics is by far the largest category across the region with Iran leading the way with an estimated market value of US$ 2.2 mn in 2013 and Saudi Arabia coming next with a market reach of US$ 1.7 mn. Algeria, Egypt, Iran, Morocco, Saudi Arabia and the UAE are amongst the market leaders for Colour Cosmetics. When looking at Premium Cosmetics, Saudi Arabia leads the way, set to reach a market value of US$ 2.1 mn by 2017.

Nail Care has become a very significant category in recent years. In 2012, for the fifth year in a row, nail polish was the fastest growing category, replacing lipstick as the go-to product in times of economic decline. 4) Fragrances The Fragrance sector is big business in the MEA with its market value in Saudi Arabia alone to be worth US$ 1.8 bn by 2017, enjoying a per capita spend of just over US$ 56. In the UAE, the market is expected to reach US$ 307 mn with a projected per capita spend of almost US$ 35. This is in comparison to the US whose per capita spend is only expected to reach US$ 19 during the same period.

2) Skin Care Between 2007 and 2012, skin care values in the MEA region rose from about US$ 1.6 bn to US$ 2.4 bn, equating to a CAGR of 8.8%. This compares to a CAGR of 3.1% for the global market during the same period. Skin Care in the GCC alone more than doubled in market value between 2007 and 2012 to be worth US$ 797.7 mn in 2012. 3) Hair & Nails The Hair Care market in MEA was worth US$ 5.6 bn in 2012 with the Saudi market estimated to reach US$ 708 mn by 2017 and the UAE market set to register a 27% jump to reach a value of US$ 175 mn by 2017.

5) Spa The Spa industry is serious business in the region with the UAE leading the way. In the UAE alone, the Spa market was estimated to reach US$ 349.6 mn in 2013, a 15% increase in only two years. A further growth of 33.3% is expected between 2012 and 2017, highlighting the massive potential which still exists in this sector.

“Beautyworld Middle East has been the right place in the MENA market for the beauty industry. We’ve been exhibiting since the beginning, we never miss it. Every year we increase our space because we have a lot of potential and so many different categories – hair care, skin care, nail care, perfumes, colour cosmetics, manufacturing, education.” Nazih Hamid, CEO, Nazih Group

“We are happy that we have made a lot of deals with international customers. You can meet buyers, distributors and key players from all over the world at Beautyworld Middle East.” Ali Hachem, Managing Director, Cosmetica

Top to toe – leaving no product group uncovered With more than a thousand exhibitors spread across an area greater than 33,000 square metres, Beautyworld Middle East in 2013 presented a comprehensively diverse selection of products across the hair, cosmetics, skin care, fragrance, accessories, wellness and spa categories. And 2014 is set to be even bigger. The spectrum even extends to include professional equipment, machinery, packaging and raw materials, making it a trade show with an emphatic focus on everything that matters to the industry it proudly represents.

Five core product groups are represented at the show     

Hair, Nails and Accessories Cosmetics and Skin care Machinery, Packaging and Raw Materials Professional Equipment and Spa Fragrance

Benefits of exhibiting     

Meet new business partners, find new markets Boost brand recognition Enhance your sales cycle Improve your industry knowledge Increase your market share, monitor your competitors

“We did meet our target this year. The grouping of countries is perfect and the layout was amazing. We did find customers and distributors we never had before. We made a deal with four international distributors around the world.” Gokhan Ceylan, Plant Manager, Farmasi “The industry is getting much more advanced. Many more educated people are investing in this industry. We’re seeing that more small chains are being well managed by HR, Accounting, Finance and this is something very new. Many of the salons and the spas have professional advertisements and PR. Those are all very important elements which we are seeing. I can tell you that the market is getting much more developed. Competition is more, but this is good.” Mohammed Madi, President, Madi International

An enviable profile: Why the best exhibit at Beautyworld Middle East The 2013 show hosted 1089 exhibitors from 51 countries – a staggering 32% increase over the previous year While facts and figures are clear indicators why this trade show surges forward each year, its reputation and cachet cannot be quantified. A potent mix of attraction, appeal and a solid business proposition draws in participants from every facet of the beauty and wellness industries. Needless to say, these exhibitors understand the business potential of this trade show, and make it an integral part of their strategy every year.

Regional breakdown of exhibitors D




31% 30% 29% 7% 1% 1% 1%

Interest in exhibiting again at the show Middle East Asia Europe North America Africa Australia South America


“We have been in this market for more than 30 years and have therefore gathered great expertise about the local preferences. The participation has been very exciting and rewarding for us. We are definitely looking forward to next year’s exhibition.” Jürg Koller, CEO, LUZI AG


A 94% Certainly/ Most likely B 6% Undecided


“For us Beautyworld Middle East is the most important exhibition, as most of the key players in this industry are here. Beautyworld Middle East is where business is.� Najmaldien A. Al-Anesi, Business Development Manager, Saudi Perfume & Cosmetics Company Limited

Glamorously global appeal: Why visitors come from near and far In 2013, Beautyworld Middle East engaged visitors from 113 countries – 25,732 to be precise. That’s a phenomenal 16% increase over 2012 figures. Beautyworld Middle East gathers: • Buyers / Dealers • Manufacturers • Retailers / Wholesalers • Importers / Exporters

• Distributors • Hotel / Spa Developers • Consultants / Trainers • Cosmetologists

• Trade Associations, Government Agencies and Media

Visitors‘ reasons for attending the show (all figures in %) 40

Initiate new business relations 22

View/get to know innovations, new developments


Prepare purchasing decisions


Conduct purchases View/get to know product variants


Exchange experience


Compare competitors


Cultivate existing business relations

18 17

Expand specialist knowledge


Achieve an overall impression of the market situation 0

Regional breakdown of visitors F





59% UAE 12% GCC 7% Iran 7% Asia 6% Rest of Middle East 6% Europe 3% Africa, Australia, North America, South America





“The year 2013 at Beautyworld Middle East was a success for KOKO Nail and Be Connected. The show helped us in many ways, especially by introducing us to interested trade buyers from around the world. Being the only beauty trade show for the region, the show gave us the opportunity to ‘Express Our Ideas’ to the world. It is definitely a quality show with very interested quality buyers.” Kawthar Makahla, Founder, Be Connected and KOKO Nail

A captivated audience: Quality visitors who seek out your products Visitors to Beautyworld Middle East are characterised by a desire to transact, an openness to innovation and the ability to place substantial orders. They collectively represent every intricate aspect of the beauty and wellness industries: from make-up artists and hair stylists who could potentially be de facto ambassadors for your brand, to big buyers who want to place substantial business with you.

Visitors’ main areas of interest at Beautyworld Middle East (all figures in %) Cosmetics




Skin care

35 30

Hair 20



Healthcare 17

Anti-ageing Spas




Salon and spa equipment and furnishings



13 9

Fitness Tanning



6 7

Others 0




“We are the first company in the world that has obtained a halal certification for perfume. It has never been done before and it took us about two years of work to create perfumes that are qualifying for halal certification. Of course we did our homework and we did some research and we found out that the Muslim communities around the world are very heavy users of perfume and of course it is a very big potential target audience with business connections. We are here in Dubai now for the first time at this exhibition with our partner MICA Cosmetics, and we do hope that we get very very good business in the entire Muslim region and the Middle East but we will make Dubai the hub for this entire region.” Hermann J. Portner, President & CEO, Atelier des Parfums



Overall assessment of show by visitors B A 97% Extremely satisfied/ Satisfied B 3% Dissatisfied


“As always, Beautyworld Middle East has proved a huge success for the French companies who were particularly happy with the number and quality of visitors from a large number of countries. As a result, many contracts have been signed during the show. We have put an extra effort on improving the design of the French Pavilion notably with an impressive Arc de Triomphe and we have been rewarded with lots of praise from both our visitors and our exhibitors. For all these reasons, we will undoubtedly come back next year with another large and beautiful French Pavilion at Beautyworld Middle East.” François Sporrer, Director, UBIFRANCE Middle East

Beautyworld Middle East 2013 Show Highlights From Elements, which presented top-tier fragrance brands, to Organic Monitor with their natural and organic cosmetics workshops, Beautyworld Middle East always presents three days of immensely valuable opportunities to explore, compete and learn.

Beautyworld Middle East Boutique

Walk of Beauty by Madi International

This specialised hall was dedicated to showcasing exceptionally luxurious products across cosmetics, skin-care, make-up and more. Here, beauty retailers had the opportunity to experience some of the world’s most exclusive products under one roof, many of which sought representation and retail & trade opportunities across new markets.

Walk of Beauty, organised in conjunction with Madi International, was back for the 8th consecutive year, featuring the most talented professional hairdressers and make-up artists from the GCC region performing live on stage in an interactive and electrifying environment.

Elements Dubai Elements – the premier U.S. meeting ground for industry leaders, buyers and brands within the niche fragrance category – presented various top-tier brands at the top of the fragrance and beauty game. Visitors interacted with the brands’ key representatives to capitalise on their presence at the show.

Nail It! by OPI and Nazih Group With a fresh, new look, Nail It! by OPI returned with the definitive nail competition in the region. The competition was full of new categories and was open to a wider range of skill levels.

2013 Sponsors and Supporters Platinum Sponsor:

Media Partners

Gold Sponsors:

Silver Sponsors:

Face It! by Evagarden In collaboration with Enigma Beauty Group, Face it! by Evagarden was a competition that recognised and awarded the region’s leading makeup artists across all categories of makeup.

Hair Education by Salon Educators With 3 dedicated zones over 75sqm, internationally renowned online educator (MHD) and leading Middle East hairdressing experts, Salon Educators demonstrated the unique and highly effective hairdressing training offered by MHD and its globally-lauded key contributors.

Fragrance Station Visitors had the opportunity to sample various fragrances on display at the popular Fragrance Station, located in Hall 3.

Walk of Beauty Organisers:

Face It! Sponsors:

Spa & Salon Management Summit Two exclusive conferences for the Spa and Salon industries were held during the show, namely the Spa Management Summit and the Salon Management Summit, which featured stimulating discussions and valuable insights into the business of beauty.

And much more! Log on to to keep up to date on new and exciting show developments.

Mark our next show dates in your calendar: May 27 – 29, 2014

Nail It! Sponsors:

About the Organiser Messe Frankfurt is one of the world’s leading trade show organisers with 536.9* million euros in sales and 1,833* active employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries and approximately 50 international Sales Partners, giving it a presence for its customers in more than 150 countries. Events “made by Messe Frankfurt” take place at more than 30 locations around the globe. In 2012, Messe Frankfurt organised 109 trade fairs, of which more than half took place outside Germany.

Messe Frankfurt’s exhibition grounds, featuring 578,000 square metres, are currently home to ten exhibition halls and an adjacent Congress Centre. The company is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent.

For details concerning participation as an exhibitor, visitor or sponsor, please visit our website at or contact us directly at

*2012 figures.

EPOC Messe Frankfurt GmbH PO Box 26761, Dubai, UAE Tel +9714 389 45 00 Fax +9714 358 55 22

Beautyworld Middle East 2014 brochure  
Beautyworld Middle East 2014 brochure