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EVENTS

A GLOBAL CELEBRATION
OF BEAUTY AND INNOVATION

The 2025 edition marked a major shift in positioning: from a regional showcase
to a fully international summit of ideas, artistry, and opportunity.
Global attendance surged across all show sectors, with strong representation f
rom Asia, Europe, and the Americas joining an already robust GCC contingent.
The show’s expanded format introduced new and enhanced features
that reflected this international focus:
n The debut Next in Fragrance & the Next in Beauty Conferences brought together
over 150 global experts, visionary founders, and emerging brands to discuss
innovation, sustainability, and the evolving consumer landscape.
n Natural Notes, a new zone dedicated to sustainable and nature-derived
fragrance ingredients. It showcased nine natural ingredient players, collectively
underscoring the global shift towards clean, green, and conscious perfumery.
n Quintessence – the Art of Perfume expanded its footprint to record numbers,
including more than 100 niche and luxury houses that jointlyn served to
demonstrate a bridge for East-West olfactory artistry.
n BeautyLIVE by Fresha returned bigger than ever, featuring live demonstrations
and international talent across haircare, aesthetics, and salon business innovation.
Not to mention the SMNT team breaking a new Guinness World Record for the
most beard shaves and trims.
n Makeup Studio made its dazzling debut with masterclasses by global names
Hung Vanngo, Nikki Wolff, and Bassam Fattouh, merging international artistry with
regional creativity.
n Beauty Beginnings continued its collaboration with the International Luxury Brand
Consultancy (ILBC), spotlighting 18 breakthrough SME and start-up beauty brands
from across the globe.
n First Editions was another new section this year. Also brought about in
collaboration with ILBC, It featured six emerging beauty brands making a regional
debut, all showcasing cutting-edge innovations and fresh creativity.

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