Dubai, UAE: Emerging global trends in the beauty and wellness sector will be in the spotlight at the largest ever edition of Beautyworld Middle East, opening tomorrow (Tuesday, 27th May), at the Dubai International Convention and Exhibition Centre.

Taking place until 29th May, the three-day event is the leading international trade fair for beauty products, hair, fragrances and wellbeing in the Middle East, presenting the ideal platform for international beauty brands to launch their latest product lines.

This year Beautyworld Middle East will also turn the spotlight on the latest beauty trends that are capturing global attention, presenting thousands of trade visitors with a feel of what might be the next big thing in the industry.

According to analysts Euromonitor International, the Knowledge Partner for Beautyworld Middle East, the top five trends governing the beauty industry in 2013-14 are:

•Multi-functionality across all sectors including skin care, oral care, hair care, sun care and bath and shower products.
•‘Selfie’-driven innovations caused by the increased preoccupation with self-image among consumers.
•At-home alternatives that provide effective and cost-effective solutions in place of expensive salon treatments.
•Affordable luxury and synergies between beauty and fashion
•Experience is the new luxury driven by the increasing emphasis by beauty majors on enhancing consumer interaction with their products.

“Beautyworld Middle East has always showcased the latest global trends paving the way for the future of the regional beauty and wellbeing sector,” said Ahmed Pauwels, CEO of Epoc Messe Frankfurt, organiser of Beautyworld Middle East.

“The exhibition’s vast pan-regional reach draws in a wide spectrum of key decision makers and buyers from across the region, making it a highly-effective interactive platform for beauty and wellness industry movers and shakers.”

Among the many exhibitors looking to entice trade visitors and buyers at Beautyworld Middle Easty this week are Janssen Cosmetics from Germany, which will be launching Detox – an  innovative care cream that supports the skin's cellular detoxification systems and reduces the visibility of liver spots.

Dr. Roland Sacher of Janssen Cosmetics, said: “The leading active substance of the Detox luxury formula is the PCM-Complex – an extract of pearl, caviar and magnolia. It has been created for women who simply want only the best for their skin.“

Another German company, Meditrop GmbH, will launch its needle-less applicators for trans-dermal skin treatments. “The Middle East is of great importance for Meditrop‘s strategic development,“ said Friedrich von Hahn, CEO of Meditrop. “We will service the local markets with a subsidiary in place to provide for the best infrastructure possible.'

Now in its 19th edition, Beautyworld Middle East 2014 has grown by 24 per cent year-on-year in both size and exhibitor numbers.

Making their debut are exhibitors from Lithuania, Peru and Ukraine, while country pavilions from Ireland, South Africa and Malaysia will also be featuring for the first time.

Beautyworld Middle East 2014 focuses on the five integral show elements of Cosmetics & Skincare; Fragrance; Machinery, Packaging and Raw Materials; Professional Equipment and Spa; and Hair, Nails & Accessories.

Key features of the 2014 edition include Beautyworld ME Boutique; Fragrance Station; Walk of Beauty by Madi International; Nail It! by OPI and Nazih Group; Hair Education by Ghd; and the three-day Spa and Salon Management Summit, taking place from 27-29 May.