Innovation heats up at Beautyworld Middle East 2018


The 23rd edition of Beautyworld Middle East made for a particularly memorable trade show experience as the cosmetics and personal care industry descended on Dubai

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Beautyworld Middle East, the MEA’s largest international trade fair for the cosmetics, fragrance and wellbeing industry, celebrated a particularly memorable event in its 23rd year.

In terms of sheer scale, the show was the largest edition in more than two decades, with a record 1,736 exhibitors filling 61,000sqm of the Dubai International Convention & Exhibition Centre.

There were a number of new countries represented in the 24 country pavilions, including first-timers Peru, Palestine and Russia. Middle Eastern companies were also exhibiting in full force.

Ahmed Pauwels, CEO of the show’s organiser Messe Frankfurt Middle East, said: “Developing markets such as the MEA are

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