Middle East beauty show opens its doors to the west

Organised by Epoc Messe Frankfurt, the show features 550 exhibitors displaying new products and services including perfumes, cosmetics, skin care, nail care, body care, hair products, salon and wellness equipment, natural products, ingredients and raw materials, packaging, wellness and spa centres. Furthermore, exhibitors at the event have arrived from 40 countries, including numerous national pavilions and trade associations, say the organisors.

One such organisation is the German Cosmetics, Toiletry, Perfumery and Detergent Association featuring 55 member companies on their stand. The UAE now rates above Saudi Arabia as Germany's main export market for the category, according to Udo Frenzel, director of the association.

"Exports to the region amount to Dh720 million (€152m), not bad for the country that invented Eau de Cologne"​ said Frenzel at a press conference.

Another major pavilion is presented by Turkey that features 33 exhibitors under the umbrella theme of the 'Turkish touch to beauty'. According to Muflu Oktem, Secretary General of the Turkish Cosmetics group, the UAE is their fourth most important market after Russia .

"Turkey has around 620 cosmetics companies and exports 22 per cent of their US$1 billion value,"​ Oktem said.

Other trade associations to have major representation at the event include the Barcelona Chamber of Commerce, Birmingham Chamber of Commerce, the Brazilian Toiletry, Perfumery and Cosmetic Association, Cosmexport Italy (Unipro); CAPA Camera Argentina de la Industria de Cosmetica y Parfumeria, the Thai Trade Centre, UBI France, Korea Cosmetic Industry Cooperative, NAFED (National Agency for Export Development and South African Cosmetic Export Council.

According to Michael El Nayal, managing partner of Epoc Messe Frankfurt, Beauty World's​ success, growing by 33 per cent since the previous show last year, is attributable to a variety of reasons, but mainly the incredible growth of the market.

"Growth estimates range from 12 - 20 per cent depending upon the exact product type, but compared to the current European figure of less than 2 per cent, you'll understand why Beauty World Middle East is doing so well," said El Nayal.

Major independent suppliers make up the largest part of the show, keen to access the region's $1.8 billion market. Leading manufacturers such as Takara Belmont, Orly, Bettina Barty, Juvenage, Virty, and l'Acqua di Fiori are some of the companies aiming to explore new opportunities.

With a population of 3.2 million, the rapidly growing and increasingly affluent country is starting to form an identity as a major consumer market in the region. Cosmetic and personal care products are no longer seen as a luxury and in line with this the market is becoming increasingly sophisticated.

According to the Canadian Department of Commerce, growth in the industry is currently being led by demand for skincare products, reflecting current patterns in other western markets.