DUBAI: The rise of natural and niche brands coupled with increasing digital engagement will be among the key trends at Beautyworld Middle East 2018, as the countdown begins to the 23rd edition of the region’s largest trade fair for beauty products, hair, fragrances, and well-being.

More than 1,600 exhibitors from 60 countries are expected to feature this year, and when doors open from May 8-10, 2018 at the Dubai International Convention and Exhibition Centre, they’ll showcase their latest wares to a regional market that shows no signs of slowing down.

According to analysts Euromonitor International (EMI), the retail value of the Middle East and Africa’s (MEA) beauty and personal care market was worth $32.7 billion in 2017, an increase of 10 per cent over 2016. This figure is estimated to grow to $35.9 billion in 2018, and on to $47.5 billion in 2021, at compound annual growth rate of 9.7 per cent.

In the UAE, consumers spent $2.2 billion in 2017 on items such as fragrances ($674 million), colour cosmetics ($298 million), skincare ($313 million) men’s grooming ($321 million), haircare ($319 million), and bath and shower products ($173 million).

They also spent on average $241 each on their beauty and personal care in 2017 according to EMI, placing the Gulf country in the number one spot in the MEA in per capita spend, and 9th globally.

As exhibition space for Beautyworld Middle East nears full capacity ahead of its three-day run in May, exhibitors already signed on said green, clean, and sustainable consumption is top-of-mind among the new-age ethically conscious consumer.

Aroma Cosmetics from Bulgaria is returning for 7th consecutive year in 2018, and will showcase a full product portfolio that includes the highly popular Lexira skincare line, along with hair dye, kids’ natural toothpaste, and sun care products for babies.

“When it comes to cosmetics, not only the Middle East, but globally as well, consumers are looking for natural products free from harmful ingredients,” said Dimitar Loukanov, CEO of Aroma Cosmetics. “Cosmetic manufacturers have to be innovative and to provide new alternatives to standard products available on the beauty market.

“Regarding this, we’ve selected two very special product lines at Beautyworld Middle East 2018; LEXIRA, based on the most precious Rose oil in the world – the Bulgarian Rosa Damascena oil; and KOLORA ZERO – the first hair dye free of ammonia and other harmful ingredients.”

NACOMI Natural Cosmetics from Poland is also returning to Beautyworld Middle East in 2018 for the 2nd straight year after a favourable response from regional visitors to its cosmetics product line-up in 2017.

CEO Kamil Gawlinski said: “Naturalness is the nature of our business, and we focus on cosmetics for body, face, hair and also some special lines for babies or pregnant women. Our products are distinguished among other natural cosmetics by their beautiful pastel colours and seductive fragrances, and we’ll launch this year our new body yoghurts, bath milks, jelly face creams rainbow scrubs and body mousses.”

NACOMI Natural Cosmetics and Aroma Cosmetics are convinced the natural and ethical credentials of their products are key to their success in the Middle East, with both securing new partnerships and distribution channels via Beautyworld Middle East.

“We’ve enjoyed fruitful and long lasting partnerships over the last six years at Beautyworld Middle East, and 2017, we established new distribution partnerships in Mauritius and Indonesia,” said Loukanov. “Our revenue from the Middle East has also increased by about 25 per cent since our first year at the show in 2012.”