Trade Mission to Beauty World Middle East
27-29 October 2025
The Department for Business & Trade (DBT) is delighted to invite applications to be part of the UK pavilion at BeautyWorld Middle East.
BeautyWorld Middle East (BWME) is the region's largest international trade fair for the beauty industry.The Middle East, known for its long tradition of intensive beauty rituals is a growing market for international beauty brands. Rising disposable incomes and overall rising wealth, particularly among the rising younger urban middle class, also bring opportunities for value-added beauty products that emphasize health and well-being. According to Euromonitor International, the Middle East and Africa market today is worth more than 40 billion USD overall and will reach an average annual growth of 12% by 2027. The driving sectors are hair care, fragrances and skin care products.
BWME offers a platform for businesses from around the world to showcase their latest products and services, network with industry professionals, and explore new market opportunities in the region. It provides an excellent opportunity to connect with potential buyers, distributors, and partners from the Middle East and beyond. Attracting over 65,000 visitors with over 1,800 exhibitors this is a must-attend event for businesses in the beauty industry looking to expand their reach and gain a foothold in the Middle Eastern market. The 3-day event comprises an exhibition and beauty conference and brings together key decision-makers from retailers, distributors, manufacturers, traders and government agencies.
The Trade Mission will be led by DBT in partnership with Santander UK, and will consist of:
- Pre-departure webinars
- Educational sessions with retail partners on the Middle Eastern beauty market and understanding the omni-channel approach
- Retail site visits to key malls and beauty concept stores (optional)
- Welcome Networking Reception (evening 26th Oct) (optional)
- 3-days exhibiting/exploring the exhibition and conference
- Networking Reception at the British Embassy with buyers and partners in the region (evening 27th Oct) (optional)
Application Criteria
DBT will aim to have a fair representation of UK beauty brands across regions in the UK and would welcome expressions of interest from all companies that adhere to one or more of the below criteria:
- SME with a turnover above £500k
- Offer sustainable and innovative solutions
- Female owned business
- Strong social media following
- Manufacture in the UK
DBT package (£2,000 + VAT)
Companies taking advantage of this offer will be provided with a small ‘POD’ on the shared DBT stand (72sqm) in the UK Pavilion for 3 days of the show.
- Invitation to DBT exclusive networking Meet-the Buyer Event
- Opportunity to include a few samples in DBT Goody Bags
- Snapshot profile in DBT E-Brochure
- Opportunity to meet with DBT Trade Advisors and Ecommerce Team
- Invitation to attend BWME Awards Dinner on 28 October
- Digital marketing opportunities to increase your brand recognition and market exposure.
Next steps
The deadline for expressing your interest is 14 August 2025. Registering your early interest is highly recommended as we are only have a limited number of spaces. We will review all applications and be back in touch to advise you of the outcome in due course. If you have any questions, please get in touch via DBT Retail & Consumer Goods Team.
*Please note that applications are subject to DBT approval. Travel, accommodation and expenses are to be covered by delegates, along with sample and shipping costs.
Registration closes on 14 August