Beauty & Style | Sunday 15 May, 2016 3:28 am |

The stage is set for the grand opening of the three-day Beautyworld Middle East 2016 in Dubai today (May 15), in what promises to be the most exciting edition yet in its 21-year history.

More than 1,500 exhibitors from 60 countries are participating at the region’s largest international trade show for beauty and wellbeing which at the Dubai International Convention and Exhibition Centre.

At least 60 exhibitors have confirmed they’ll launch new products in the Middle East across the three-day event’s five focus areas of Cosmetics and Skincare; Fragrance; Hair, Nails, and Salon Supplies; Machinery, Packaging, and Raw Materials; and Professional Equipment and Spa.

Organizer Messe Frankfurt Middle East expects more will be revealed on the opening day, but has offered a ‘top ten’ pick to look out for, as global manufacturers aim for a greater slice of the Middle East and Africa’s vibrant $25.4 billion beauty and personal care market.

Beautyworld Middle East returns to Dubai in 2016 stacked with eight spectacular show highlights, including debut features Quintessence – the art of perfume; Battle of the Barbers; Trend Forum; and the revamped Business in Beauty Summit. Returning highlights include Centre Stage by Nazih Group; Fragrance Station; Hair Education by ghd; and Nail It! By OPI.

Ahmed Pauwels, CEO of Messe Frankfurt Middle East, said: “The inspirational line-up of products from the world’s most creative brands at Beautyworld Middle East 2016 will shed a light on the latest innovations in beauty and wellness, while the scores of special features will redefine the way the regional beauty and wellness market does business.”

Launched in Europe two years ago, Magicstripes is an invisible surgery-free eyelid lifting strip, and is the perfect foil for droopy eyelids. Featured in Vogue magazine, the tape is sold in premier boutiques such as Colette and Le Bon Marche in Paris, Selfridges and Harvey Nichols in the UK, Quartier 206 and Apropos in Germany, and MECCA in Australia. Magicstripes won the best Niche Product in the 2016 Danish Beauty Awards, is PETA compliant, dermatologically tested, and paraben free.

Poland’s largest cosmetics company, and a leader in the cosmeceutical field, Dr. Irena Eris is introducing its Institute Solution skin care range, which contains Oligo Transfer, a complex of two molecules obtained through biotechnological processes from algae native to the marine waters of South America and the North Atlantic.

According to Grzegorz Nieć, Business Development Manager for Asia Pacific, EMEA, and Americas at Dr. Irena Eris: “Oligo Transfer helps regenerate the structure of the skin by restoring proper communication between neurons and fibroblasts. As a result, collagen synthesis is increased by 400 percent and elastin synthesis by 800 percent, visibly reducing deep-set wrinkles and redefining the oval of the face.”

Chelsea Beautique is a specialist cosmetics company that manufactures eye and brow essentials. The British company supplies to a number of salons in the UAE and re-sellers including Harvey Nichols, and is launching this year its Luxury Eye and Brow Essentials product range, including its Semi-Permanent Brow Powder, Duo highlighter and concealer, Mink Lashes, and Eyebrow Enhancing Serum.

Established 90 years ago, Aroma Cosmetics is a leading European producer of personal care and cosmetics. The Bulgarian company is debuting at Beautyworld Middle East 2016 Lexira, a luxury organic skin care brand based on pure Bulgarian rose oil, grown organically in Bulgaria’s Valley of Roses, just south of the Balkan Mountains.

CEO Dimitar Loukanov, said: “The demand for Bulgarian rose oil is still greater than its supply. More than 30 roses are needed for the extraction of a single drop of oil, while one kilogram of oil is obtained from 3,000 to 4,000 kg of rose blossoms. Keeping this in mind, the fact that rose oil is 50 times more expensive than other oils is quite understandable.”