From Ulta Beauty to Tower 28, the list of beauty players entering the Middle East continues to escalate in 2025, reflecting the region’s positioning as a growth powerhouse for brands and retailers.
Worth US$44bn in 2024, the Middle East and Africa (MEA) is a key region driving global growth, registering an 18% growth rate and outpacing the 7% rate globally, according to analyst Euromonitor International.
It is also forecast to grow by a CAGR of 16% to 2029 versus global 7% growth, with fragrance, hair care, cosmetics and skin care all benefiting from the boom.
This is an extraordinary market that is buzzing with potential, and proving increasingly attractive for both start-ups and international brands, with Dubai often seen as a testing ground for beauty brands entering the region.
TikTok and Google searches for 'Arabian perfume' have grown by more than 60% in 2025, according to data from Spate
It is against this backdrop that the 2025 edition of Beautyworld Middle East – the region’s largest international trade fair for fragrance, beauty, hair and wellbeing – took place, between 27 and 29 October.
Enormous and eclectic, the show featured 22 halls of exhibitors spanning the entire supply chain, from raw materials and fragrance compounds, to packaging and machinery, as well as finished consumer products.
A discovery zone called ‘Beauty Beginnings’ connected emerging and indie brands with Middle Eastern retailers and distributors, while the show also hosted key players from the region who are experiencing significant international success in Western markets.
Inside Beautyworld Middle East 2025
Viral Arabian perfumes
Perfume brands such as Lattafa and Armaf showcased how Arabian perfumery – anchored in craftsmanship and heritage – is now shaping the global olfactory map through their accessible luxury positioning and standout social media marketing, fuelling significant demand for Arab-inspired perfumes.
Data from consumer trend forecaster Spate shows that TikTok and Google searches for 'Arabian perfume' have in fact grown by more than 60% in 2025.
With an ornate, luxurious booth that even featured its own café, Lattafa showcased its extensive fragrance collection, which has achieved explosive international growth through fast-to-market innovation and viral
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