Beautyworld Middle East is bigger and better than ever this year with new stages, more live demonstrations and a raft of professionals and brands sharing the techniques and tools which are shaping the future of the industry. Taking place at Dubai World Trade Centre from 28 to 30 October, there is still time for hair and beauty professionals to join the 70,000+ other expected attendees and be part of the Middle East’s largest international trade show for the beauty and wellness industries
One major thing not to be missed this year is beautyLIVE – where beauty takes centre stage. One of the most exciting new additions to the Beautyworld Middle East programme, beautyLIVE offers three unmissable days of education and inspiration for hair and beauty professionals who want to learn more about modern and innovative products and techniques.
Participating brands and well-known names in the industry include: Goldwell, Arooba, WAHL Professional, Lakme, Gamma Plus, Addoony, Zara Yuldasheva and Jeff Reisi.
On Day One of Beautyworld Middle East 2024, the beautyLIVE stage was dedicated to the Arabian Color Fiesta! Powered by Goldwell. The culmination of a vibrant competition between hair stylists from across the UAE, Saudi Arabia, Qatar, Oman, Kuwait and Bahrain, the finalists battled it out for the coveted titles of Hair Colorist of the Year which was awarded to Meline Oganesian; Hair Cutter of the Year which was awarded to Svetlana Kananenka; and New Talent of the Year which was given to Indira Nobile.
Lucy Mehta, Brand Manager of Goldwell, said: “Hair colour trends in the Middle East are very different to Europe because our hair type is different, which is one of the reasons we wanted to collaborate with Beautyworld Middle East this year and showcase the Arabian Color Fiesta – to highlight current trends in the region.”
Mohamed Madi, President of Madi International, one of the Middle East’s leading premium professional beauty businesses and distributor of Goldwell in the region, said: “We have been coordinating with Beautyworld Middle East for more than 20 years, and this year we decided to do an exciting collaboration between Goldwell and the beautyLIVE stage. We feel that Beautyworld Middle East is an important event, and we have an important competition to showcase. When you create such a competition, you see the best of the industry – the best of hairdressers, a lot of creativity, a lot of inspiration. It’s a great thing to feel and see.”
beautyLIVE: What’s coming up next…
Day Two kicked off with LAKME – a professional hair care product supplier demonstrating some of their best-loved tools, followed by Addoony – a luxury Qatari vegan brand made in Italy – showcasing an exciting live makeup session featuring four makeup artists, each creating a signature look.
Arooba Beauty is up next with a spectacular eye-makeup demonstration that brings to life three inspirational icons; Desert Goddess, Majestic Queen and Extrovert Visionnaire. Then it’s on to a focus on haircare with Jeff Reiisi, a world class stylist, who will be demonstrating top-level hair colouring and bleaching with a recovering effect, alongside a special surprise act.
The WAHL Strands of Style Hair Fashion Show at Beautyworld Middle East will offer energising live haircut demos by expert WAHL Educators and rousing live entertainment. To close the day, show attendees will be treated to an exclusive masterclass from Zara Yuldashevan, a top-tier permanent makeup artist from Uzbekistan, who will unveil her groundbreaking “Cover-Up” technique.
On the third and final day of beautyLIVE at Beautyworld Middle East, attendees will enjoy another chance to see WAHL, LAKME and Jeff Reiisi in action, as well as a showcase from Gamma Plus, an innovative grooming and beauty tool supplier and a favourite in the industry.
