Dubai, UAE: The stage is set for the grand opening of Beautyworld Middle East 2016 in Dubai tomorrow (15 May), in what promises to be the most exciting edition yet in its 21-year history.

More than 1,500 exhibitors from 60 countries are participating at the region’s largest international trade show for beauty and wellbeing, which opens for business from 15-17 May at the Dubai International Convention and Exhibition Centre.

At least 60 exhibitors have confirmed they’ll launch new products in the Middle East across the three-day event’s five focus areas of Cosmetics and Skincare; Fragrance; Hair, Nails, and Salon Supplies; Machinery, Packaging, and Raw Materials; and Professional Equipment and Spa.

Organiser Messe Frankfurt Middle East expects more will be revealed on the opening day, but has offered a ‘top ten’ pick to look out for, as global manufacturers aim for a greater slice of the Middle East and Africa’s vibrant US$25.4 billion beauty and personal care market.

Magicstripes (Germany)

Launched in Europe two years ago, Magicstripes is an invisible surgery-free eyelid lifting strip, and is the perfect foil for droopy eyelids. Featured in Vogue magazine, the tape is sold in premier boutiques such as Colette and Le Bon Marche in Paris, Selfridges and Harvey Nichols in the UK, Quartier 206 and Apropos in Germany, and MECCA in Australia. Magicstripes won the best Niche Product in the 2016 Danish Beauty Awards, is PETA compliant, dermatologically tested, and paraben free.

Dr. Irena Eris Cosmetic Laboratories (Poland)

Poland’s largest cosmetics company, and a leader in the cosmeceutical field, Dr. Irena Eris is introducing its Institute Solution skin care range, which contains Oligo Transfer, a complex of two molecules obtained through biotechnological processes from algae native to the marine waters of South America and the North Atlantic.

According to Grzegorz Nieć, Business Development Manager for Asia Pacific, EMEA, and Americas at Dr. Irena Eris: “Oligo Transfer helps regenerate the structure of the skin by restoring proper communication between neurons and fibroblasts. As a result, collagen synthesis is increased by 400 per cent and elastin synthesis by 800 per cent, visibly reducing deep-set wrinkles and redefining the oval of the face.”

Chelsea Beautique Cosmetics (UK)

Chelsea Beautique is a specialist cosmetics company that manufactures eye and brow essentials. The British company supplies to a number of salons in the UAE and re-sellers including Harvey Nichols, and is launching this year its Luxury Eye and Brow Essentials product range, including its Semi-Permanent Brow Powder, Duo highlighter and concealer, Mink Lashes, and Eyebrow Enhancing Serum.

Aroma Cosmetics (Bulgaria)

Established 90 years ago, Aroma Cosmetics is a leading European producer of personal care and cosmetics. The Bulgarian company is debuting at Beautyworld Middle East 2016 Lexira, a luxury organic skin care brand based on pure Bulgarian rose oil, grown organically in Bulgaria’s Valley of Roses, just south of the Balkan Mountains.

CEO Dimitar Loukanov, said: “The demand for Bulgarian rose oil is still greater than its supply. More than 30 roses are needed for the extraction of a single drop of oil, while one kilogram of oil is obtained from 3,000 to 4,000 kg of rose blossoms. Keeping this in mind, the fact that rose oil is 50 times more expensive than other oils is quite understandable.”

Alma Briosa (Italy)

Italian company, Alma Briosa is launching its Supreme anti-aging serum that contains bee venom, snail gel, vegetable stem cells and hyaluronic acid. “Alma Briosa designs and formulates innovative personal care lines to retrieve ancestral herbal traditions and natural remedies from any and all cultures of the world,” said CEO Marco Gerosa. “It’s for this reason that our personal care products are always uniquely particular.”
Olaplex (USA)

Olaplex is being launched exclusively for salons by Nazih Group, its sole distributor throughout the Middle East. The California product is hair strengthening treatment that rebuilds the intricate hair bonds compromised during the colouring process, blow drying, straightening, and curling. Celebrity hair colourist Tracey Cunningham, will be on-hand at Beautyworld Middle East’s Centre Stage by Nazih Group as Olaplex’s brand ambassador.

She said: “I am obsessed with Olaplex – I use Olaplex 1 in conjunction with the application of colour; Olaplex 2 as an ‘in salon’ treatment after colour is rinsed and last but not least, Olaplex 3 as a ‘take home’ treatment one can do up to three times a week to keep hair in tip top shape and ready for colouring and styling.”

Spa & More (UAE)

A specialist supplier for beauty centres, clinics and spas, UAE company Spa & More is introducing Innovatis Plasm, a hair treatment line that contains diamond and traces of black pearl.

Walid Madi, the CEO of Spa & More, said the product will be available for clinics and professional beauty centres only: “The diamonds give the hair an extreme shine and the black pearl is full of proteins so they work together, giving a healthy, strong and shiny hair.”

DNG Group (Italy)

Targeting the fast-growing regional male grooming segment, DNG Group will launch its organic Barba Italiana line of men’s products, including hair, beard and shave care, along with finishing and styling products.

“Barba Italiana is dedicated entirely to the care and wellness of the modern man,” said Giacomo De Nardis, the President of DNG Group, whose products are made with 100 per cent natural essential oils, are paraben free, and aren’t tested on animals.

Radico Organic Hair Colours (India)

Radico Organic from India is the world’s first company to receive organic certification for its hair colours. Exporting 36 countries across the globe, the company is now expanding in the Middle East. “We have a great demand for our organic hair colours and we’re looking for distributors in Middle East,” said CEO Sanjeev Bhatt.

Gharieni Group (Germany)

Gharieni, a high-end manufacturer of spa tables, treatment beds, equipment and furniture for professional spa industry, is presenting PEDIspa, the first five-engined treatment bed custom made for pedicures, hair and facial treatments, and manicures.

Beautyworld Middle East returns to Dubai in 2016 stacked with eight spectacular show highlights, including debut features Quintessence – the art of perfume; Battle of the Barbers; Trend Forum; and the revamped Business in Beauty Summit. Returning highlights include Centre Stage by Nazih Group; Fragrance Station; Hair Education by ghd; and Nail It! By OPI.

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, said: “The inspirational line-up of products from the world’s most creative brands at Beautyworld Middle East 2016 will shed a light on the latest innovations in beauty and wellness, while the scores of special features will redefine the way the regional beauty and wellness market does business.”