Arabian Perfumery Goes Global: Inside Beautyworld Middle East 2025
The 29th edition of Beautyworld Middle East took place in Dubai from October 27 to 29, 2025, highlighting the dynamic growth of Arab perfume brands and their expanding global appeal. The event was held at the Dubai World Trade Centre, spanning 22 exhibition halls and featuring over 2,500 international and local exhibitors, marking its largest scale to date.
Rise of Local Perfume Brands
The increasing success of regional perfume brands has significantly contributed to the event’s impact. The perfume sector dominated the largest trade fair in the Middle East this year, with more dedicated exhibition spaces, specialized events, and a focused conference program than ever before.
“Beautyworld gives fragrance the stage it deserves. It’s not just another category — it’s the heartbeat.”
— Ravi Ramchandni, Show Manager of Beautyworld Middle East
Market Trends and Growth
According to Circana’s global fragrance sales data for the first half of 2025, the mass market segment grew by 17%, while the prestige perfume category increased by 6%. This growth is largely driven by rising demand for Arab-inspired fragrances worldwide.
Supporting this trend, Spate reports that TikTok and Google searches for “Arabian perfume” surged by over 60% in 2025, indicating strong consumer interest across digital platforms.
“Middle East are growing fast on the global level.”
— Xavier Renard, Global Head of Fine Fragrance at Givaudan
Beautyworld Middle East 2025 solidified the region’s position as a significant player in the global perfume market, reflecting both cultural richness and increasing international demand.
Author’s summary: Beautyworld Middle East 2025 showcased the rapid global rise of Arab perfume brands, fueled by strong market growth and soaring digital interest in Arabian fragrances.
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