BeautyWorld Middle East kicks off today with hundreds of new product launches

BeautyWorld Middle East kicks off today with hundreds of new product launches

Three-day beauty and wellness trade event BeautyWorld Middle East opens its doors today in Dubai.

The event, taking place at the Dubai International Convention and Exhibition Centre is expected to attract the highest turn out in the exhibition’s 20-year history.

With 1,450 exhibitors from 60 countries, BeautyWorld Middle East is set to feature hundreds of new product and brand launches seen for the first time in the Middle East and African region.

Cosmetics and skincare is the show’s largest section with 625 exhibitors showcasing a series of launches. For example, Japanese manufacturer Mitate is introducing its C3 Gel Mask that focuses on ‘self-reparability’ by accelerating skin cell metabolism.

French exhibitor Didier Rase is launching its Integrall ‘all in one’, premium high-performance men’s skincare anti-ageing product, which uses phyto-androzyme, a molecule patented by Integrall which is said to combat hormonal skin ageing in men.

Debuting in the hair, nails & salon supplies section is Naily, an automatic nail printing machine from Korea that scans designs and art-work before converting and printing onto nails. According to its regional distributor, Naily can print ten nails in less than 30 minutes, up to four times faster than a regular salon nail session. 

Meanwhile, Beautyworld Middle East’s professional equipment & spa area will be the launch pad for Dutch company Ultrasun’s Collashower 48 sunless tanning machine, which is said to tan the body while stimulating the skin’s production of collagen and elastin proteins.

Other global beauty companies with innovative product launches at Beautyworld Middle East 2015 include Italian manufacturers Biocharme, Everline, and Jacklon; organic companies Groupe Trianon, Bademeisterei, and O Right; and German manicure, pedicure, and shaving products manufacturer Pfeilring. 

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East, commented, “The Middle East and Africa is the world’s fastest-growing beauty and wellness market, so it’s no surprise there’s a huge number of exhibitors launching their latest innovative products in this thriving region.

“For its part, Beautyworld Middle East 2015 will present an unrivalled platform granting exhibitors direct access to more than 29,000 trade buyers, retailers, distributors, and beauty and wellness professionals.”