Dubai, UAE: The most innovative global beauty and wellness products will share a regional spotlight this week, as the largest ever edition of Beautyworld Middle East gets set to open its doors for the 20th time in Dubai tomorrow (26th May).

The three-day event takes place until 28th May at the Dubai International Convention and Exhibition Centre, and will be the scene of more than a hundred new product and brand launches seen for the first time in the Middle East and African region.

With 1,450 exhibitors from 60 countries, the regional beauty industry’s annual showpiece event covers Cosmetics & Skincare; Hair, Nails and Salon Supplies; Fragrances; Machinery, Packaging & Raw Materials, and Professional Equipment & Spa.

Cosmetics & Skincare, the show’s largest section with 625 exhibitors, will be witness to a series of launches, spearheaded by Japanese manufacturer Mitate, which is introducing its C3 Gel Mask that focuses on ‘self-reparability’ by accelerating skin cell metabolism.

It will also be the setting for a ‘world first’ in men’s skincare according to French exhibitor Didier Rase, which is launching its Integrall ‘all in one’, premium high-performance men’s skincare anti-ageing product.

Integrall uses Phyto-androzyme, a molecule patented worldwide and discovered by Didier Rase and his team after several years investing millions of euros into researching hormonal skin ageing in men.

“Integrall’s Phyto-androzyme is the world’s first molecule to have a targeted, preventive, anti-ageing action specific to men’s skin,” said Dali Ķhiri, Export Sales Director at Integrall.  “This unique molecule combats the enzymatic breakdown of testosterone, the specific hormone that determines the overall state of men’s skin.

“Integrall has real potential to anchor itself as a pillar of the men’s skincare category, particularly in the Middle East, where men like to take care of themselves. Men’s cosmetics is still a niche market, but growing 12 per cent every year in this region,” added Ķhiri.

Debuting in the Hair, Nails & Salon Supplies section is Naily, an automatic nail printing machine from Korea that scans designs and art-work before converting and printing onto nails.  According to its regional distributor, Naily can print ten nails in less than 30 minutes, up to four times faster than a regular salon nail session.

“Regular nail art carries a big price tag depending on the complexity of the design, and is very time consuming,” said Prem Menghani, Managing Director of Avika, the Middle East distributor of Naily.

“Naily is the ideal solution because it produces perfect results and beautiful designs on nails within a very short amount of time.  With a good top coat, it lasts just as long as regular nail polish, and because it’s quick and accurate, more customers can be handled which brings about an increase in revenue at salons.”

Meanwhile, Beautyworld Middle East’s Professional Equipment & Spa area will be the launch pad for Dutch company Ultrasun’s Collashower 48 sunless tanning machine.

Justin Imhof, Export Sales Manager at Ultrasun International said: “Visitors can experience our Collagenic light sessions that stimulate the body’s own natural process to form new collagen and elastin proteins, making users look and feel younger. This type of Collagenic light reaches the deepest layer of the skin, and is therefore far more effective than creams.”

Other top global beauty companies with innovative product launches at Beautyworld Middle East 2015 include Italian manufacturers Biocharme, Everline, and Jacklon; organic companies Groupe Trianon, Bademeisterei, and O Right; and German manicure, pedicure, and shaving products manufacturer Pfeilring.

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, the organiser of Beautyworld Middle East, said: “The Middle East and Africa is the world's fastest-growing beauty and wellness market, so it’s no surprise there’s a huge number of exhibitors launching their latest innovative products in this thriving region.

“For its part, Beautyworld Middle East 2015 will present an unrivalled platform granting exhibitors direct access to more than 29,000 trade buyers, retailers, distributors, and beauty and wellness professionals.”

Celebrating its 20th anniversary this year, Beautyworld Middle East 2015 will span 48,593sqm of exhibition space – a 9.5 per cent year-on-year growth – and will feature 24 country pavilions.

The region’s largest trade fair for beauty products, hair, fragrances and wellbeing will also introduce ‘Centre Stage: by Nazih Group’ – a three-day live educational showcase highlighting the latest trends and regulations in the regional beauty industry.

Other popular features include the Beautyworld Middle East Boutique; Hair Education by ghd; Nail It! by OPI and Nazih Group; Fragrance Station; Face It! by Grimas ME; and the two-day Spa and Wellness Management Summit, taking place from 26-27 May.