Exploring the Scented Marvels of Beautyworld Middle East 2024
Written by Ally Santos
Dubai never ceases to amaze. My recent trip to the 28th Beautyworld Middle East convention held at the Dubai World Trade Center from October 28-30, 2024, was an illustration of the city’s grandeur and innovation. As a fragrance enthusiast and content creator, attending this event felt like stepping into a desert paradise of scents, with Middle Eastern perfumery taking center stage.
Moments from Beautyworld Middle East 2024 / Photo: author’s archive
The convention was a sprawling showcase of the beauty industry - featuring skincare, cosmetics, manufacturing equipment, hair tools, beauty tech, personal care, nails, salon supplies, and much more. But naturally, I was drawn to the fragrance halls. Middle Eastern perfumery has always intrigued me with its boldness, complexity, and cultural depth, and this event did not disappoint. Among the brands that captivated me were Ahmed Al Magribi, Khadlaj, Naseem Parfums, Swiss Arabian, and countless others. Their fragrances reflected a mastery of blending traditional ingredients with modern techniques.
Despite spending three days at the event, it felt like I had barely scratched the surface of the fragrance section. The halls were buzzing with energy, creativity, and the unmistakable aroma of oud, musk, florals, and spices. It was a sensory overload in the best possible way, and I left feeling both inspired and overwhelmed by the sheer variety of offerings.
One of the standout features of the exhibition was Quintessence, a platform dedicated to luxury and niche perfumery. This year saw its highest-ever participation, with 56 unique fragrance houses showcasing their creations in an opulent, custom-designed space. Every booth offered a unique olfactory journey. I particularly enjoyed exploring Habibi New York, a luxury brand hailed from New York City that expertly combines both Arab and American culture. A brand with a mission to inspire love, unity and diversity. The Oud collection from this brand was particularly captivating, blending the richness of traditional oud with modern, sophisticated twists.
Moments from Beautyworld Middle East 2024 / Photo: author’s archive
I also had the opportunity to connect with the creators behind the scents. I had the privilege of meeting representatives from companies like CPL Aromas, EPS Fragrance’s Ozge Erdogmus Altinel - the creator of the newest offerings from Reinvented Parfums “Ethereal Soul and Ode to Psyche”. Her company also pioneered a new fragrance family which is called Neo-Oriental; a modern interpretation on the Traditional Oriental fragrance family. I also met Master Perfumers Christian Carbonell, Christian Provenzano, CFF, dsm-firmenich and many more— all veritable powerhouses in the fragrance manufacturing world. These companies play a pivotal role in the industry, crafting the compositions that eventually become the perfumes we love. Gaining insight into their process gave me a deeper appreciation for the artistry and science behind perfumery.
Beautyworld Middle East 2024 broke records with 71, 439 attendees and 2000 global and regional exhibitors. With projections estimating the regional market to reach $7.21 billion by 2032, the conference emphasized both the growing demand and innovation propelling the sector forward. From room fragrances and incense sticks to cutting-edge compounds and niche creations, every aspect of the industry was represented.
One of the most significant takeaways for me was how deeply fragrance is woven into the fabric of Middle Eastern culture. Unlike in other regions, scents here are layered throughout the day, and unisex fragrances have long been embraced. Many global brands are taking note, creating products tailored specifically for the Middle Eastern market. It was fascinating to see this influence reflected in the exhibition, with both regional and international brands showcasing their finest creations. I might have been overloaded but it is such a breath of fresh air to see the sense of community within the fragrance world. This year’s event left me with a renewed appreciation for the artistry behind perfumery and the powerful stories that scents can tell.
Moments from Beautyworld Middle East 2024 / Photo: author’s archive
Looking ahead to 2025, I’m already excited to see how this dynamic industry continues to evolve. Beautyworld Middle East has firmly established itself as a global hub for fragrance innovation, and I can’t wait to see what the next edition will bring. For anyone passionate about fragrance, it’s an unmissable experience that truly captures the essence of this vibrant and ever-growing industry.
Until next year, I’ll be reminiscing about the beautiful scents, connections, and inspiration I took away from this unforgettable event. Dubai, you have once again left your mark on my heart—and my senses.