Dubai, UAE: Beautyword Middle East has for long been setting the trends for the regional beauty and wellbeing industries – being the first to showcase the latest in fashion, cutting-edge developments in cosmetics, hair care, make-up etc. on a platform that serves as a show window for leading trade buyers and decision makers across the wider Middle East.
Now, Beautyworld Middle East 2019 brings the all-new Front Row, a novel feature that encapsulates all the passion, joie de vivre, creative energy, innovative nature that drives an industry that is constantly transforming and re-inventing itself.
Making its debut in Dubai next month, Front Row will put the visitor front and centre in the heart of the dazzling new feature that is set to by the main attraction on the show floor over the three days of Beautyworld Middle East 2019.
Designed to capture all the style and panache of the industry that is represented at Beautyworld, Front Row brings the latest trends and developments that are currently making inroads in the global industry to the attention of the visitor in a series of exclusive demos, presentations, workshops and sessions featuring leading fashion experts, beauty gurus and noted industry influencers – all in a novel format that is at once, both engaging and entertaining.
“Beautyworld Middle East has over the years served as a launching pad into the region for countless new products, beauty trends and practices, being the premier trade platform with a vast reach over a market that is among the world’s most exciting,” said Elaine O’Connell, Show Director for Beautyworld Middle East.
“With Front Row, we are bringing a whole new concept to the region, that will bring alive the exciting and passionate world of beauty to regional trade visitors, buyers, industry professionals and stakeholders.
“On show will be some of the industry’s hottest trends, cutting-edge developments and presentations by leading experts in the beauty world and inspirational talks and presentations by some of the industry’s most sought after influencers and entrepreneurs. Front Row is just the latest example of how Beautyword Middle East is constantly evolving to meet the growing demands from a region that is one of the world’s most exciting beauty markets,” O’Connell stated.
Taking Pride of place on all three days of the Front Row programme will be celebrity hairstylist Laura Polko, among whose A List clients include the likes of: Gigi Hadid, Hailee Steinfeld, Poppy Delevingne, Olivia Munn, Chrissy Teigen, Hailey Baldwin and Shay Mitchell.
Based in Los Angeles, Polko grew up in Ohio, where she attended Aveda Institute after graduating high school. She moved to New York City and worked at Ted Gibson Salon before pursuing her freelance career. Today her work has been featured in high fashion magazines like: Vogue Italia, Harper’s Bazaar, Cosmopolitan, ELLE and Galore, and she has keyed looks for advertising campaigns including Saks, Alloy, Delia’s, Nike and Macy’s.
Aside from Polko, Maria Dowling, Basma Faramawy, Christina Preinstorfer, Dee Mohamud, Holly Drake, Dr. Maldaa Aldaoudi, Manal El Hage, Omar Al Houli, Rana Saab, Rayjai Babauta, Ria Tapodoc, Rosemin Manji, Ruksher Malik, Simon Shaw, Sophie Ghaizi, Tamara Jamal, Zach Kendall, Zainab Alhassan, Amira Ibrahim, Gehna Advani, Haifa Addas and Henna Karzai among others.
Apart from Front Row, Beautyworld Middle East 2019 boasts a number of special features including Ready to Beauty – a showcase of hand-picked brands from across the globe will answer the needs and wants of consumers with darker skin tones and curlier hair textures, the ever-popular Quintessence, an exclusive showcase of niche fragrances, and Battle of the Barbers, a live three-day competition where the UAE’s finest male grooming technicians will battle it out for two coveted titles: the UAE’s Best Barber and UAE’s Best Shave.
The Fragrance Station and Nail It! By OPI and Artistic – a nail art competition – are other returning features, while the three-day Beauty Business Conference will cover pertinent topics such as women entrepreneurship in the beauty business and sustainable packaging of beauty products.
With 25 country pavilions, six product groups, and a packed programme of special features, the 24th edition of the annual showcase will again present an unrivalled platform of business networking and inspirational ideas for an expected audience of 35,000-plus trade buyers and beauty professionals.