Dubai, UAE: The Middle East and Africa (MEA) has overtaken Latin America as the world’s fastest growing beauty market according to new research, as the region’s largest trade fair for skincare, cosmetics, hair, fragrances, and wellbeing gets set to celebrate 20 years of glowing success in Dubai next week.

According to analysts Euromonitor International, the retail value for the MEA’s beauty and personal care market was US$25.7 billion in 2014, while its estimated 4.8 per cent annual growth rate between 2014-2019 is almost twice the global average of 2.6 per cent, and ahead of the world’s next fastest growing market, Asia Pacific (4.5 per cent growth rate).

Consumers in Saudi Arabia spent US$4.8 billion on bath and shower, cosmetics, deodorants, fragrances, hair care, men's grooming, oral care and skin care last year.  They join big spenders in Iran (US$3.5 billion), the UAE (US$1.4 billion), and Egypt (US$1 billion) to account for 41.6 % of the buoyant MEA beauty market.

The figures were revealed at a press conference today (Tuesday 19 May) to announce the 20th anniversary edition of Beautyworld Middle East, which takes place from 26-28 May 2015 at the Dubai International Convention and Exhibition Centre.

The three-day event will continue its record-breaking run that now spans two decades, and will this year feature 1,450 exhibitors from 60 countries covering 48,600sqm of exhibition space - 9.5 per cent larger than the previous year.

“Beautyworld Middle East has over the last 20 years carved out a reputation as being the most celebrated and influential beauty and wellness trade fair in a region that is now the world’s fastest growing beauty market,” said Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East.

“One of the show’s main strengths has been its ability to anticipate industry trends combined with a commitment to innovation. This combination has reinforced Beautyworld Middle East’s position in the market, and made its name synonymous with progress.”

The 20th edition of Beautyworld Middle East will coincide with the launch of ‘Centre Stage by Nazih Group’ – a three-day live educational showcase highlighting the latest trends and regulations in the regional beauty industry.

Centre Stage by Nazih Group was announced at today’s press conference by Nazih Hamad, Managing Director of Nazih Group, and will feature leading educators from Europe and North America who will bring the latest in hair and skin education and techniques.

Senior representatives from the Emirates Authority for Standardization & Metrology (ESMA) will provide an overview of regulatory requirements for beauty products and services, with a big focus on halal certification and trends, while the Dubai Municipality will also share beauty salon safety and labelling assessment.

“Centre Stage by Nazih Group will host global brands including Ardell, producers of the World’s Best Selling Eyelashes; Paul Mitchell, one of the world’s leading haircare brands; Guinot skin care experts; and Olaplex, the world leaders in professional hair treatment that is now revolutionizing the beauty industry,” said Hamad.

“We are bringing valuable insights from some of the world's leading international beauty and wellness experts to regional trade buyers and industry professionals, while also spotlighting some of the most innovative and influential product lines globally.”

Also new at Beautyworld Middle East 2015 is the Organic and Natural Pavilion, a dedicated platform for manufacturers to showcase their latest organic products and trends as the business of beauty takes an increasingly green tone.

The international flavour of the regional beauty industry’s showpiece event will be underlined by the presence of 24 country pavilions from Brazil, China, Egypt, France, Germany, Hong Kong, Hungary, India, Italy, Jordan, Korea, Morocco, Pakistan, Poland, Singapore, Spain, Taiwan, Thailand, Turkey, Tunisia, UK, United States, Vietnam, and for the first time, Romania.   First-time exhibitors this year will also hail from Croatia, Russia, Slovenia, Denmark, Finland, Sweden, the Ivory Coast, Senegal, Iraq, Peru, and the Philippines.

Running alongside the exhibition will be the popular Hair Education by ghd, a three-day professional hair workshop split into two main areas – an inspiration zone and a styling zone. 

Meanwhile, the two-day Spa and Wellness Management Summit on 26-27 May will put a spotlight on the latest developments and regional trends of the Middle East spa industry.  A line-up of 24 international and regional spa operators, owners, and wellness experts will share insights into what makes the spa sector thrive, providing new insights into the current and future trends in the Middle East spa and wellness industry.

Other major attractions at Beautyworld Middle East include the Beautyworld Middle East Boutique, an A-List showcase of global beauty brands; and the Fragrance Station, a unique display of more than 200 compound fragrances and perfumes, from popular western scents such as rose and leather notes to well treasured Middle East fragrances, such as amber and oud.

Beautyworld Middle East will also feature competitions for beauty trade professionals; the seventh consecutive Nail it! by OPI competition will see top nail care professions and technicians from throughout the GCC showcase their range of skills, while  the region’s finest make-up artists will battle for the title of the Best Make-up Artist in the Middle East at ‘Face It! by Grimas ME’.