Beautyworld Middle East 2024 recently concluded its 28th edition, which took place from 28-30 October at Dubai World Trade Centre, drawing more than 70,000 visitors and showcasing the latest in beauty and fragrance innovation. This year’s exhibition underscored the immense cultural and commercial significance of fragrance in the Middle East, celebrating niche brands, regional powerhouses, and international giants through curated displays and interactive sessions.
Editor's Note: This copy is provided by the BeautyWorld Middle East team.
As one of the most influential beauty and wellness trade fairs globally, Beautyworld Middle East brings together industry leaders, fragrance connoisseurs, and emerging brands. From the deeply rooted tradition of oud to bold, contemporary blends, fragrance remains at the heart of Middle Eastern culture, and the 2024 edition offered something for every segment of this diverse market. In line with regional projections from Expert Market Research, which estimate the fragrance market to reach $7.21 billion by 2032, this year’s show highlighted both the growing demand and innovation that are propelling the sector forward.
Beautyworld Middle East 2024 offered an extraordinary showcase that celebrated every aspect of the industry, from the essence of raw materials to the allure of finished perfumes. This year, the show continued to cater to fragrance creators, distributors, and retailers with a vast selection of offerings, featuring an impressive array of fragrance compounds, perfumed candles, incense sticks, solid perfumes, and room fragrances, among others. With a dedicated emphasis on both innovation and tradition, the segment underscored the region’s commitment to both modern trends and age-old practices in scent creation, attracting a diverse international crowd eager to explore the latest developments.
The exhibition also spotlighted a wide range of specialized products, alongside a substantial lineup catering to local preferences and international demand. Brands showcasing perfumes added a distinct ambiance to the exhibit, highlighting the increasing demand for fragrances. Altogether, this immersive fragrance display provided an ideal platform for brands to connect with industry professionals, fueling creativity and fostering a deeper appreciation for the art and science of fragrance.
This year’s event saw Quintessence’s highest-ever participation, a testament to the feature's growing influence in curating unique and luxurious olfactory experiences.courtesy of Beautyworld Middle East
Quintessence: The Art of Perfume
Quintessence feature remains a hallmark of Beautyworld Middle East, celebrating luxury and niche perfumery. With 56 unique fragrance houses, this platform offered an elegant showcase for high-end scents within a custom-designed, opulent environment. Key brands included Soul of Makeen, a luxury perfume brand inspired by the journey of the King of Dreams; Ramón Béjar, a brand that blends natural sophistication, offering limited-edition perfumes for a unique high-perfumery experience; Giardini di Toscana (GdT) from Tuscany renowned for its artistic perfumes that capture the essence of the region's natural beauty and heritage and the U.S.-based Free Yourself, which presented its luxurious scents and hand-poured candles in Dubai for the first time. This year’s event saw Quintessence’s highest-ever participation, a testament to the feature's growing influence in curating unique and luxurious olfactory experiences.
Capturing the Essence of Beautyworld Middle East
The Signature Scent competition invited fragrance houses to capture Beautyworld Middle East’s essence in a bespoke designed fragrance. With 15 participants, the competition allowed exhibition attendees to blind-sample the scents using AirParfum technology, experiencing each fragrance without overwhelming their senses. After three days of voting, Zenith Echos, by perfumers Anne Louise and Elodie Bernard of Expressions Parfumées emerged as the winner.
Zenith Echos was created to capture the essence of Dubai and the atmosphere of Beautyworld Middle East. The fragrance blends warm sandalwood, reminiscent of sunlit dunes, with radiant musk notes that evoke the city’s iconic skyline.
This year, BeautyWorld Middle East continued to cater to fragrance creators, distributors, and retailers with a vast selection of offerings, featuring an impressive array of fragrance compounds, perfumed candles, incense sticks, solid perfumes, and room fragrances.courtesy of BeautyWorld Middle East
Emovation Lab: A Journey of Self-Expression through Fragrance
Beautyworld Middle East continues to push the boundaries of interactive fragrance experiences, and this year’s Emovation Lab by Anfasic Dokhoon and Khaltat was no exception. The lab offered visitors the opportunity to create custom scents inspired by their emotions.
Shay Olimpia, Co-Founder of Anfasic Dokhoon said: “At the Emovation Lab you can create your fragrance based on how you feel. We like to talk about layering - in the sense that you don't need to become a perfumer to create your own identity and your own signature.”
The Growing Appeal of Middle Eastern Fragrances
The cultural significance of fragrance in the Middle East is undeniable. Traditionally, scents are layered and sprayed liberally throughout the day, and the region has embraced unisex fragrances long before the Western world popularized them. Many international brands are recognizing this influence, with launches tailored exclusively for the Middle Eastern market.
The significance of the Middle Eastern fragrance market is also reflected in recent growth statistics. According to the latest BeautyMatter Middle East Market Report, the fragrance industry is projected to achieve an annual growth rate of 11% from 2022 to 2027. This expanding market was a focal point at Beautyworld Middle East, where McKinsey predicts global sales could reach $5.4 billion by 2027.
According to the latest BeautyMatter Middle East Market Report, the fragrance industry is projected to achieve an annual growth rate of 11% from 2022 to 2027.courtesy of BeautyMatter Middle East
Fragrance Awards and Recognitions: Celebrating Excellence
The Beautyworld Middle East 2024 Awards, held on October 29, 2024, at the Conrad Dubai, were a dazzling highlight of the event, celebrating the best in beauty, fragrance, and wellness across 17 prestigious categories. This year’s ceremony saw intense competition, with over 600 nominations, and honored innovative and high-performing brands in the industry, handpicked by an expert judging panel.
Fragrance played a standout role at the awards, reflecting the Middle Eastern market’s deep appreciation for unique and compelling scents. In the fragrance categories, Al Majed Oud’s Noir Parfum claimed the Popular Fragrance of the Year title, celebrated for its widespread appeal and ability to capture the essence of Middle Eastern scent traditions. Meanwhile, Niche Fragrance of the Year was awarded to BohoBoco’s Red Wine Brown Sugar, a bold unisex perfume featuring dry red wine and warm brown sugar notes, capturing the soul of its creator, Michael Gilbert Lach.
The BeautyWorld Middle East 2024 Awardsceremony saw intense competition, with over 600 nominations, and honored innovative and high-performing brands in the industry, handpicked by an expert judging panel.courtesy of BeautyWorld Middle East
A Special Visit from Grasse
The presence of Jérôme Viaud, Lord Mayor of Grasse—France’s iconic perfume capital—underscored Beautyworld Middle East’s international prestige. Accompanied by 32 Grasse-based fragrance companies, Viaud emphasized the importance of this collaboration. “My first impression of Beautyworld Middle East is that it’s such a huge and incredible event. I want to thank Messe Frankfurt for organizing an event on such a grand scale and welcoming us,” Viaud stated. He continued, “Such an event is significant for us as we are coming with 32 companies from Grasse and we are proud to be a part of this spectacular event that is the ideal platform to highlight our region's rich heritage and ongoing innovation.”
Next in Beauty: Insight and Inspiration for Fragrance Professionals
For fragrance industry professionals, the Next in Beauty program provided critical insights into market trends and emerging innovations. With specifically curated, free-to-attend sessions across three days, this year's program reflected the interests of regional and global audiences alike, presenting a diverse lineup of expert speakers and thought leaders in the fields of beauty innovation, fragrance, and market intelligence.
Among the highlights this year was a panel discussion titled "The Scent of Success: The Global Expansion of Middle Eastern Fragrances," featuring an expert lineup of industry leaders. The panel included Ralph Bou Nader, General Manager of Arabian Oud International; Rawya Catto, General Manager of CPL Aromas - Dubai Sales; Amandine Nikuze, Head of Fragrance Design at Ajmal Perfumes; Hany Rafik, Vice President of Marketing & Product Development at Abdul Samad Al Qurashi; and Julie Contat Desfontaines, Sales & Marketing Director for Fine Fragrance at dsm-firmenich.
The session was expertly moderated by Valerie Lovisa, a Sustainability Lecturer, Moderator, and Consultant at B Leader ABTYS, who guided the discussion on the burgeoning global reach of Middle Eastern fragrances and the market dynamics shaping the industry's future. This session explored the ongoing global fascination with Middle Eastern scents, breaking down the elements of successful brand expansion and the cultural nuances that have made regional fragrance houses appealing worldwide. Attendees learned how the artistry and unique heritage of Arabian perfumery are captured in these products and how they continue to resonate with consumers beyond the Middle East.
Another key panel discussion on the Next in Beauty stage was "The Fragrance Horizon - India's Rising Luxury Chapter," which explored how niche and luxury fragrance brands are capturing the attention of India’s affluent consumers.
A key feature of the Next in Beauty program is its forward-looking emphasis on how brands can successfully navigate international markets. A standout panel titled "How to Succeed in the Chinese Market: Testimonials from Key Players" provided invaluable insights from industry leaders who have successfully established their fragrance brands in China. Panelists shared their experiences on market entry strategies, regulatory considerations, and consumer preferences specific to this dynamic market. Speakers included Olivier Viejo, VP of Fine Fragrance at dsm-firmenich Asia; Anne-Sophie Gauvin, Managing Partner at KEYI Ltd; and Muatasim Al Hinai, Managing Director of Oman Luxury. The session explored the unique challenges and opportunities in China’s fragrance sector, with best practices for thriving in this rapidly growing market. The discussion was moderated by Dao Nguyen, Founder of Essenzia ByDao, who guided the conversation with expertise, offering the audience practical insights into successfully entering and growing China’s fragrance industry.
Fragrance Compounds & Finished Fragrance
Beautyworld Middle East’s Fragrance Compounds & Finished Fragrance segment once again demonstrated itself as a foundational pillar of the exhibition, with over 200 exhibitors presenting a wide range of raw materials, compounds, and finished products. Participants included established names like Sterling Perfumes, Armaf, Rasasi Perfumes, Ajmal Perfumes, and Swiss Arabian, along with emerging brands such as Abdul Samad Al Qurashi from Saudi Arabia and Junaid Perfumes from Bahrain. This section offered an expansive selection for retailers, distributors, and perfumers.
The fragrance compounds segment is particularly noteworthy, given the growth in demand for private labeling and bespoke perfumes. Exhibitors provided visitors with insights into the full fragrance creation journey, from sourcing raw materials to crafting complex compositions.
A Cultural and Commercial Convergence
Beautyworld Middle East’s success this year speaks to the region’s increasing role as a global fragrance hub, where tradition meets innovation. The Middle Eastern fragrance industry has long been rooted in rich cultural practices, and today it is celebrated for its vibrant, multifaceted approach to scent. With both local and international brands participating in Beautyworld Middle East, the event encapsulated the dynamism and diversity of fragrance in the region, a market set for sustained growth in the coming years.
Looking ahead, Beautyworld Middle East will return to the Dubai World Trade Centre from October 27-29, 2025, promising even more opportunities for the fragrance community to connect, innovate, and celebrate the art of perfumery as an integral part of its ethos. This year’s exhibition reaffirmed that, for the Middle East, fragrance is more than just an industry—it is an essential part of cultural identity and an ever-growing global influence.
