The Middle East is rapidly becoming a high priority destination for the leading global beauty and wellness brands, thanks to it's phenomenal growth rates. According to the latest research from Euromonitor International, the beauty and personal care market in the Middle East and Africa is expected to surge at 6.4% over the next five years, to be worth US$34.7 billion by 2020, up from $25.4 billion in 2015.

These impressive growth statistics confirm the enormous interest in the region from leading global brands and was the main driver for the enormous success of the recently-concluded Beautyworld Middle East 2016.

Beautyworld Middle East, the leading international trade and business development platform serving the wider region, witnessed a majority of the leading global brands participating and massive representation from the regional trade, underlining the vast growth potential of the beauty business in the region.

The 21st edition of the region’s largest international beauty and wellness trade show featured 1,530 exhibitors from 60 countries, and attracted 37,553 visitors from 135 countries.This marked a tremendous 26 per cent year-on-year increase in the number of trade visitors and a creditable nine per cent increase in exhibition space. This comes as the Middle East and Africa (MEA) reinforces its status as the world’s fastest growing market for fragrances, haircare, colour cosmetics, skincare, men’s grooming, spa and wellness.

“Beautyworld Middle East 2016 has been hugely successful, drawing in a record number of visitors to meet new suppliers, experience new products, and draw inspiration from the latest trends and innovations that are rocking the global beauty and wellness market,” said Ahmed Pauwels, CEO of the show’s organiser Messe Frankfurt Middle East.“There’s no other place in the world where there’s such a diverse mix of exhibitors and visitors, all under one roof, at one time.”

The ever-increasing international nature of Beautyworld Middle East 2016 was underlined by 22 country pavilions, including a Brazilian pavilion of 25 companies that expect to generate more than US$13 million worth of business as a direct result of exhibiting at the show.

Beautyworld Middle East focused on the product groups of Cosmetics & Skincare; Hair, Nails & Salon Supplies; Fragrance; Machinery, Packaging & Raw Materials; and Professional Equipment & Spa.

More than 60 exhibitors used the unmatched regional platform offered by Beautyworld Middle East to launch new products in the Middle East across the three-day event’s five focus areas.

With more than 200 exhibitors, Fragrance was spearheaded by the world’s leading fragrance creation houses such as Givaudan, Mane, Robertet, CPL Aromas, Iberchem, LUZI, and Eurofragance.

Cosmetics & Skincare was the largest section at Beautyworld Middle East, and featured more than 600 exhibitors in 2016, including L’Oréal, one of the world’s largest cosmetics companies. The French powerhouse was a debut exhibitor, showcasing its NYX Professional Makeup range.

Spanning 53,000sqm, Beautyworld Middle East 2016 featured eight special events, more than 60 product launches, and a two-day Business and Beauty Summit. One of the highlights was Centre Stage by Nazih Group – a three-day educational showcase of the latest beauty and fashion trends, where celebrity hair colourist Tracey Cunningham headlined a star act of stylists for Olaplex, a hair strengthening and bond building treatment.

Meanwhile, the inaugural Battle of the Barbers pitted the UAE’s superstar male grooming technicians against each other in a boxing ring setting over two days of intense competition. Two coveted titles were up for grabs: the UAE’s Best Barber, won by Sunil Ub from Hommage DIFC, and the UAE’s Best Shave, won by CherifRaissi from 1847.

Other debut features included Quintessence – the art of perfume, where ten hand-picked niche perfumes were on display; a Trend Forum sharing the latest beauty packaging and consumer trends; and the Wall of Beauty, presenting a photo collage of stunning works from the region’s talented hair, nail, and make-up professionals.

Beautyworld Middle East 2016 also featured an Organic and Natural Pavilion, where only the greenest products were on display, while returning popular features included Hair Education by ghd, Nail It! By OPI, and the Fragrance Station.