Beautyworld Middle East celebrates landmark jubilee edition with creation of a signature scent

Organised by Messe Frankfurt Middle East, Beautyworld Middle East returns for a special 25^th anniversary edition from 5-7 October at Dubai World Trade Centre.

To mark this milestone, Beautyworld Middle East will be releasing a signature fragrance that captures the essence of the show, created by one of 17 of the top global fragrance houses which have been invited to create a scent they believe best encapsulates the spirit of Beautyworld Middle East.

Benoit Vittet, Head of Perfumery of Jean Niel said: “We are honoured to be one of the fragrance houses invited to help create a signature scent for Beautyworld Middle East. We have a huge passion and dedication to the region’s unique perfume market, further amplified by the memorable experiences we have had participating in the show over the past few years.”

Visitors of this year’s show will have the chance to sample the 17 different interpretations and vote for the one they feel most accurately represents Beautyworld Middle East.

“For us, Beautyworld Middle East represents the spirit of uniting cultures, bringing people together, and blending flavours to create new, unique experiences,” said Nishaad Maniar, General Manager of Keva Fragrances. “With that in mind, our fragrance is a cocktail of traditional and modern notes, weaving together the East with the West to create an exotic whirlwind experience that carries the essence of a warm escape filled with unforgettable stories, perfectly capturing the spirit of the show,” added Maniar.

The fragrances will be displayed at the show in unbranded bottles accompanied by the respective perfume house’s story behind the scent, and the reason they believe it encapsulates  the spirit of Beautyworld Middle East.

“Beautyworld Middle East captures the essence of the region’s extraordinary traditions while connecting this rich heritage to the modern world,” said Nawin Arenja, General Manager of Düllberg Konzentra. “To evoke this, we created a fragrance that captures the vibrant elements of Dubai and incorporates the region’s classic, luxurious notes paired with subtle European elegance.”

Taking a different approach, Expressions Parfumees chose to focus on the ever-evolving spirit of Beautyworld Middle East while spotlighting sustainability. Thierry Fleurichamp, Regional Head of Fragrances, explained: “Our scent has been developed using sustainable raw materials, as we emphasise not only creativity but also ethical sourcing and environmentally-friendly ingredients, which we believe mirrors the spirit of the show.”

The winning fragrance house will have the unique opportunity to scent a section of Beautyworld Middle East in 2022, a fitting celebration of the show’s continued success.

“It’s an honour for us to have been chosen as one of the fragrance houses to help create a signature scent for the show, as Beautyworld Middle East is the place to be for the perfume industry in the region,” commented Floriane Delavet, Perfumer at Parfex.

With travel restrictions easing across the globe, international beauty companies from more than 50 countries, including 15 national pavilions, will reconnect at the 25^th edition of Beautyworld Middle East, under the theme of “Rethink. Reinvent. Rediscover.”

The event will take place amid stringent health and safety measures in accordance with official government, local authority guidelines, and the Dubai World Trade Centre venue.