With over 250 international exhibitors set to showcase their hair and nail care products and services at Beautyworld Middle East 2014, the Hair and Nails section at the region’s largest international beauty and wellness trading platform will be an area of high interest.

Organiser Epoc Messe Frankfurt also revealed that there is considerable interest in the sector among local and regional brands, many of whom will make their presence felt at the upcoming edition of the show.

Hair and Nail products and solutions are traditionally among the most sought after by regional trade buyers – 30% of the trade visitors attending previous editions of Beautyworld Middle East were interested in hair care products and services, while 20% of the total was in search of nail care solutions.

According to analysts Euromonitor International, the hair care market in the Middle East and Africa was worth as much as US$ 5.8 billion in 2012, with the Saudi Arabian market estimated to be worth US$ 708 million by 2017. The UAE market for hair products is expected to grow 27% between 2012 and 2017 to reach an estimated $175 million. Nail care also continues to grow at a robust pace in the region, with nail polish replacing lipstick as the most purchased item over the last five years.

“Hair and Nails has always been a high-interest category for international and regional exhibitors at Beautyworld Middle East,” said Ahmed Pauwels, CEO of Epoc Messe Frankfurt. “The continuing growth in exhibitor interest in the region underscores not only the vast potential that exists in the wider MENA region, but also the effectiveness of Beautyworld Middle East as a platform that enables exhibitors to interact with and access buyers in these markets.”

Leading the regional presence in the Hair and Nails category are: Madi International, who is an established name in the beauty business in the GCC and Levant with their range of hair and nail solutions; Nazih Trading – hair and beauty experts who represent OPI, amongst others; Be Connected, the manufacturer of the popular Koko nails and Sawaya Trading, distributors of Orly and Gelish.

Beautyworld Middle East has always been the ideal vehicle to showcase our range of products and services to the wider region of the beauty industry,” said Nazih Hamad, Chairman of Nazih Group. “We are regular exhibitors here and hope to continue to have positive experiences in the future. It is The Place for professional hairdressers and beauty manufacturers.”

Nazih Trading will be organising the popular Nail It! by OPI at Beautyworld Middle East 2014. A popular platform for regional nail care professionals and nail artistes to showcase their talent, Nail It! by OPI attracts competition from across the GCC.

Madi International will be organising the ever-popular Walk of Beauty for the ninth successive year at Beautyworld Middle East 2014. This year the show will focus on the latest trends and innovations in hair, nail and skin care as well as professional makeovers.

Mr. Mohammed Madi President of Madi International group said: “We look forward to another standout year at Beautyworld Middle East 2014. The show is unsurpassed in reach and influence and is the ideal place to scout new business contacts and catch up with our regular customers. We are completely overwhelmed with the Walk of Beauty preparations especially considering that we will be unveiling three new international star brands.”

Beautyworld Middle East 2014 is set to bring together an unmatched range of international and regional exhibitors, representing a majority of the leading brands in contact with one of the world’s most exciting marketplaces.

Beautyworld Middle East 2013, set new records in terms of both exhibitor participation as well as trade visitor turnout. 1089 participating exhibitors from as many as 51 different countries made the 2013 edition very widely representative in nature. Apart from Hair and Nails, the exhibition features the following focus groups: Cosmetics and Skincare, Fragrance, Machinery, Packaging and Raw Material and Professional Equipment and Spa.

Other additional events at Beautyworld Middle East 2014 include: Beautyworld ME Boutique; Walk of Beauty by Madi International; Nail It! by OPI and Nazih Group; the Fragrance Station; Hair Education by Ghd and Spa and Salon Summit.