Beautyworld Middle East marks its Silver Jubilee edition with a signature fragrance
Beautyworld Middle East, now in its 25th edition, marks this special anniversary with a signature scent that captures the essence of the fair. Manufactured by one of the world’s 17 largest perfume houses, the fragrance embodies the spirit of the region’s largest international beauty industry trade fair. The winning perfume house will have the unique opportunity to spray a section of Beautyworld Middle East in 2022, a fitting celebration of the show’s continued success.
This year’s visitors have the chance to sample 17 different interpretations and vote for the one they think most accurately represents Beautyworld Middle East. The fragrances are presented at the show in unbranded bottles accompanied by the history of the respective perfume house behind the scent, and the reason why they think it encapsulates the essence of Beautyworld Middle East.
Nishaad Maniar, Managing Director of Keva Fragrances, said Beautyworld Middle East is all about bringing different cultures together, bringing people together and mixing tastes to create fresh and unique experiences.
With this in mind, our fragrance is a cocktail of traditional and modern notes, blending East and West to create an exotic swirling experience that carries the essence of a warm escape filled with unforgettable stories, perfectly capturing the show spirit, ”Maniar said.
Another fragrance company chosen to participate is Düllberg Konzentra. General Manager Nawin Arenja said the fair portrays the essence of the region’s remarkable traditions while connecting its rich heritage to the world today.
“To evoke this, we created a fragrance that captures the vibrant elements of Dubai and incorporates the classic and luxurious notes of the region paired with a subtle European elegance,” he explained.
Taking a different approach, Expressions Perfumes has chosen to showcase the ever-evolving spirit of Beautyworld Middle East while highlighting sustainability. Thierry Fleurichamp, regional manager of the company’s fragrances, said: “Our fragrance has been developed from sustainable raw materials, as we focus not only on creativity, but also on ethical sourcing and environmentally friendly ingredients. the environment, which we believe reflects the spirit of the show.
Organized by Messe Frankfurt Middle East, this year’s event features international beauty exhibitors from over 50 countries and 15 dedicated national pavilions. The theme for this year’s anniversary edition is “Rethinking. Reinvent. Rediscover.