The region’s biggest beauty trade show returns to Dubai World Trade Centre from October 6 to 8 — and this year it has a new name. Previously Beautyworld Middle East, the event is now Beautyworld Dubai, marking its 30th edition with a rebrand organisers say reflects the city’s shift from a place brands sell into, to a place brands are built.

For beauty professionals visiting Dubai that week, the show is the industry’s annual meeting point: fragrance, cosmetics, skincare, haircare, beauty tech and packaging under one roof.

Who is headlining the 30th edition?

According to the organiser, Messe Frankfurt Middle East, four live stages run across the show. Mary Phillips — founder of m.ph, known for her “underpainting” technique — headlines The Makeup Studio and gives a keynote on the Next in Beauty stage. Patrick Ta headlines Day 3 with a masterclass, while celebrity hair artist Dimitris Giannetos opens beautyLIVE with a two-hour session on Day 1. Aurélien Guichard, co-founder of Matiere Premiere, headlines Next in Fragrance.

Makeup artist demonstrating a look on stage in front of a professional audience
Mary Phillips and Patrick Ta headline The Makeup Studio stage this year.

Fragrance gets a bigger home

Fragrance expands into a new hall, Za’abeel 7, taking the category to more than 220 exhibitors across 19,000 square metres. Saudi Arabia’s Al Majed for Oud and Kuwait’s Gissah both make their Beautyworld Dubai debuts, and Lush will debut its new fragrance range at the show. As Fragrantica noted, the 2025 edition welcomed visitors from 178 countries, with international attendance up 31% year on year.

Show director Ravi Ramchandani put the rebrand plainly: “Dubai is no longer somewhere brands come to sell. It is where brands are being built, and where a house founded here can reach a consumer anywhere in the world.”

Planning your visit

Getting to DWTC

Dubai World Trade Centre has its own metro station on the Red Line — the easiest way in during a busy show week. Our Dubai Metro guide covers fares and timings, and hotels near Burj Khalifa and Dubai Mall are a short ride away.

Make a week of it

The show ends the day Miracle Garden opens, and Dubai Parks and Resorts reopens the same week — a good excuse to add a leisure day. Buyers travelling in should also keep visa status checks done before booking.

Rows of perfume bottles displayed at a fragrance exhibition stand in Dubai
Fragrance expands into Za’abeel Hall 7 with more than 220 exhibitors.

Frequently asked questions

When and where is Beautyworld Dubai 2026?

October 6–8, 2026, at Dubai World Trade Centre. It is the show’s 30th edition.

Why did the name change?

Organisers renamed Beautyworld Middle East to Beautyworld Dubai to reflect the city’s role as a place where beauty brands are built for global markets.

Which speakers are headlining?

Mary Phillips, Patrick Ta, Dimitris Giannetos and perfumer Aurélien Guichard lead the stage programme.

How international is the show?

The 2025 edition welcomed visitors from 178 countries, with international attendance up 31% year on year.