Key Takeaways:
Beautyworld Middle East (BWME) recently concluded with a record-breaking number of visitors and exhibitors, underscoring once again that Dubai is emerging as one of the most attractive beauty capitals in the world. With over 85,000 visitors and 2,500+ exhibitors from more than 178 countries, the 2025 edition was a beautiful coming together of innovation, cultural diversity, and new definitions of beauty.
Reflecting on the show’s success, Event Director for Beautyworld Middle East, Ravi Ramchandani said, “This year has been nothing short of phenomenal — the energy, creativity and diversity on display has once again proven that Dubai is where the global beauty comes together to shape the industry’s future.”
From bottle-less beauty and the lust for longevity to AI-trackable supplements and a new wave of K-beauty, BWME 2025 spotlighted how the Middle East is quickly catching up with its international counterparts and evolving into a bold, powerful, and culturally confident beauty hub. One that blends the best of the east and west and charts out its own future for beauty.
Here are six of the biggest trends we spotted at Beautyworld Middle East that will set the tone for 2026.
1. K Beauty’s New Wave
Not so long ago, consumers in the region defined K-beauty as sheet masks and Korean facials. However, that definition is evolving, as more consumers are now understanding the science and sophistication behind Korean formulations. While this has largely translated into accessible, drugstore-style products so far — for instance, Beauty of Joseon’s Relief Sun Cream is one of the highest-selling products on quick commerce platform Noon — there’s now a newfound openness and shift towards investing in more premium, sensorial Korean skincare. Brands like Femmue, founded by Kelly Chung and rooted in the concept of soft but strong femininity, are perfectly positioned to capitalize on this new wave of K-beauty. Already stocked on platforms like Revolve, where several regional consumers discover both beauty and fashion, the next generation of Korean skincare in the region will be positioned less as a cosmetic category and more as a lifestyle statement. Tapping into the growing demand for aesthetic, luxurious products that deliver results, K-beauty is quietly turning into a category that is not just driven by performance but also highly aspirational.
2. Lust for Longevity
With longevity emerging as the hottest buzzword for 2025, the ultimate goal has become not just living longer but looking younger for longer. With the MENA anti-aging skincare market expected to reach $196.46 billion by 2032, the demand for science-driven, high-performance anti-aging skincare products is steadily rising. From biohacking to undetectable injectables, consumers in the region are increasingly shifting away from quick fixes towards dermatologically backed, preventative skincare products that align with their overarching pursuit for longevity.
From Instytutum in Switzerland to Insium in Italy, brands are quickly tapping into this movement and relying on not only their own in-house scientific knowledge but also external clinics and longevity partners to strengthen credibility and build trust for their products. This evolving network between brands founded by dermatologists and external medical practitioners signals how longevity beauty in the region is moving away from celebrity endorsement and towards science-backed credibility and clinical trust.
3. Sustainability Becomes Sexy
From bottle-less, fully biodegradable haircare to design-forward, refillable hand sanitizers, sustainability is no longer a marketing gimmick; it’s becoming a non-negotiable facet of modern beauty brand building. While the region has been criticized for turning a blind eye to environmental responsibility for some time, consumers are now waking up to the urgent need for conscious, environmentally friendly consumption.
But sustainability alone is not enough to win over consumers in this region. Today’s Middle Eastern beauty consumer expects aesthetics, performance, and aspiration, with sustainability as an added layer, seamlessly woven into the offering, rather than being the main selling point. Remilia Hair is the perfect example of a brand that aligns with this evolving sustainability mindset. The brand has effortlessly woven sustainability into a spa-like, sensorial, aspirational haircare experience. By ditching bottles for fully biodegradable capsules that can be dissolved after use to be repurposed as a highly effective plant fertilizer, Remila Hair has made sustainability feel effortless, aspirational, and highly desirable. Proving that eco-consciousness can harmoniously co-exist with efficacy and style.
4. Gourmand Fragrances 2.0
As the largest fragrance trade show in the world, there was no shortage of fragrance innovation at BWME 25. But amidst all the olfactory innovation on display, one trend clearly stood out — the evolution of Gourmand Fragrances. From Kayali’s Yum Yum Boujee that took home the ‘Fragrance of the Year’ award at the BWME Awards 2025, to Villa Erbertium’s blends that marry the warmth of Korean delicacies like rice pudding with Italian perfumery, consumers in the region are gravitating towards scents that feel familiar, edible, and comforting. Brands displayed gelato-shaped bottles and ice cream bar-inspired packaging stacked across the walls — clearly reflecting just how over-the-top, multi-sensorial, and nostalgia-driven gourmand fragrances have become. For a region obsessed with food and fragrances, it’s no surprise that the most enticing fragrances are the ones that feel and smell most edible - an appetite that is showing no signs of slowing down.
5. Skincare as Tech
From AI-powered tracking devices to scalp rejuvenating helmets, the blurring of beauty and tech was at an all-time high at this year’s BWME. But while the region has been quick to embrace beauty tech, what’s changing now is what beauty as tech really means. It’s no longer just limited to wearables, masks, and treatments; beauty as tech now starts with the most basic everyday interaction that causes the most harm to our health and skin - our devices.
BodyGuardz is a first-of-its-kind beauty tech brand that aims to tackle this very important and ignored contributor to aging and poor skin health. Through a red light filter screen protector that is designed to cut out harmful blue light exposure from our screens, the brand redefines what skincare means.
Innovations like this prove that technology is quietly becoming an invisible layer of skincare in the region. And while brands like 111Skin gain popularity for marrying clinical expertise in aesthetics with at-home convenience, it’s clear that consumers in the region are increasingly becoming open to technological advancements that make them look and feel their best.
6. Beauty from Within
The rise of ingestible beauty continues, with consumers in the region showing no signs of cutting back on supplements and remaining willing to try new products that support their physical and emotional wellbeing. However, now it's getting smarter—and consumers are demanding more from the supplements they consume. No longer satisfied with a one-size-fits-all, one-powder wonder, they want real, measurable results and products that align with their pursuit of longevity. From AI trackable collagen supplements to personalized nutrition programs, beauty from within is becoming more data-driven and results-focused than ever before. Launching soon, brands like Feel are tapping into new, growing demand, with science-backed, trackable supplements that promise more than just tight, glowing skin. From on-the-go, gel-based formats to snacks and sachets, supplements in the region are becoming more elevated, effective, and aspirational symbols of status.
The next edition, marking the 30th anniversary of BWME, will take place October 6 to 8, 2026 at the Dubai World Trade Centre. Mark your calendar.
