Dubai: H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority, today inaugurated Beautyworld Middle East, the largest international trade fair for beauty products, hair, fragrances, and wellbeing in the Middle East. The event, taking place at the Dubai World Trade Centre until 29 October, boasts over 2,500 exhibitors and is expected to draw more than 80,000 visitors from over 160 countries, marking its most global edition in its 29-year history. According to Emirates News Agency, during her tour of several country and international pavilions, H.H. Sheikha Latifa was briefed on the latest products and innovations shaping the future of the global beauty industry. She was accompanied by His Excellency Helal Saeed Almarri, Director General of Dubai's Department of Economy and Tourism. The exhibition spans 22 halls, reinforcing its position as one of the largest and most established events of its kind, supporting Dubai's role as a leading destination for major int ernational exhibitions and conferences, and a gateway for new market opportunities contributing to global economic growth. Organised by Messe Frankfurt Middle East, Beautyworld Middle East serves as the premier platform for product discovery, business expansion, and cross-border collaboration across fragrance, cosmetics, skincare, haircare, personal care, packaging, technology, and wellbeing. Ravi Ramchandni, Event Director at Messe Frankfurt Middle East, stated that Beautyworld Middle East has become the global crossroads of the beauty industry, where trends are created, partnerships are formed, and international creativity meets the influence of the Middle East. New activations introduced this year, such as 'First Editions', the 'Makeup Studio', 'Natural Notes', and 'Next in Fragrance', elevate creativity, engagement, and inspiration. Among the prominent activations is 'First Editions', a launchpad for innovation located in Hall 6, highlighting eight emerging brands that combine advanced skincare, beauty technology, and holistic wellness. These brands were selected by Valérie Kaminov, Founder and Managing Director of International Luxury Brand Consultancy, for their promising potential among distributors, retailers, and investors seeking the next wave of beauty innovation. Following its strong debut last year, 'beautyLIVE by Fresha' returns in an expanded format with an ambition to register a Guinness World Record by attempting the most beard shaves and trims in an hour. The platform also features the Wella R.I.S.E showcase. Over three days, visitors can enjoy live masterclasses and beauty transformations by some of the world's leading hair and beauty experts. Throughout the exhibition, renowned global makeup artists Hung Vanngo, Bassam Fattouh, and Nikki Wolff will present exclusive sessions exploring celebrity beauty aesthetics, editorial techniques, and cultural artistry trends, supported by major international cosmetics brands. For the first time, the exhibition dedicates comprehensive space to natural fragrance ingredients, including rose, jasmine, argan, oud, patchouli, citrus, and spices, developed in collaboration with Resperfuma. This area unites nine of the world's leading producers committed to sustainability, biodiversity, and community-driven sourcing. A new initiative, 'Next in Fragrance', brings together master perfumers, innovators, and industry analysts to explore the future of global perfumery. The program includes 26 sessions featuring more than 80 speakers, including keynote addresses by Roja Dove and Mohamed Hilal. 'Quintessence' returns as one of the exhibition's flagship destinations, featuring rare, luxurious creations and serving as an ideal platform for buyers seeking originality and craftsmanship. The area has doubled in size compared to the previous edition and features over 100 niche perfume brands. The exhibition also presents 'Front Row' as the center of technical education and creative inspiration through daily live demonstrations by leading international brands. Meanwhile, th e nail artistry challenge 'Nail It!' returns with wider global participation and new creative categories. Following its successful debut in 2024, the 'Beauty Beginnings' zone supports startup and SME growth in skincare, fragrance, and haircare, featuring 18 pioneering brands. The sixth edition of the Beautyworld Middle East Awards will take place on 29 October 2025 at Conrad Hotel Dubai, celebrating innovation, creativity, and leadership across 17 categories. The gala will bring together leading figures and decision-makers from the global beauty and fragrance sector.