Beautyworld Middle East 2025
The one show our whole team counts down to. Three days in our home city, more than 85,000 visitors, and a stand that was busy before we had finished our coffee.
- When
- Where
-
World Trade Center
Dubai
-
85,000+ visitors
Three days we had been waiting for all year
Beautyworld is the one show our whole team counts down to. It happens in our own city, at Dubai World Trade Centre, and for three days at the end of October the entire beauty industry seems to land on our doorstep. This year was the biggest edition so far, with more than 85,000 visitors from 178 countries, and you could feel it from the first morning. The aisles were full before we had finished our coffee.
For us this show matters for a simple reason. Most of the year we speak to our partners over calls, emails and messages. Here we get to sit across from them. A distributor we have worked with for years can walk onto the stand, shake hands and tell us honestly what is selling and what is not. You cannot get that from a spreadsheet.
What we enjoyed most was watching people with the fragrances. Nobody just sprays and walks on. They pick up a bottle, turn it over, spray a blotter, wave it about, then hand it to whoever they came with and wait for a reaction. Some people came back two or three times over the three days to smell the same one again. A few brought colleagues back with them, which is the best compliment we could ask for.
Thank you to everyone who stopped by. It reminded us why we do this.
