This year the stakes were really raised at Beautyworld Dubai. Not only were the stands bigger and more glamorous, but the amount of new product development and creativity was mind blowing! Let’s take a look at who raised the stakes and who blew the roof off the exhibition hall….
Who had the biggest and best stand?
There was plenty of competition this year at Beautyworld 2025 for the best stand. The stakes were really raised, as most of the established Dubai perfume companies took huge stands and spent extraordinary amounts of money to decorate them. Armaf had a beautiful bling effect dangling from the ceiling to coincide with its launch of Club de Nuit bling. As well as having the Armaf stand, Sterling perfumes took three more huge stands as title sponsor. This included Cosmo cosmetics, Armaf Beauté and Hamidi stands. Arabiyat prestige from My Perfumes chose oriental splendour and luxury to match the style of its brand. However, Fragrance world decided to go back in history to somewhere in deepest Arabia like Petra. We were deep inside caves in sandstone mountains to find pure Arabian heritage. This year laparfumgalleria also took a big stand and made its presence truly felt for the first time.
For us the winner of the stand extravaganzas was Paris Corner perfumes. The stand was truly remarkable – the fairground theme was outstanding. Fairground lights lit up all corners of the stand and some sort of huge dog or wolf guarded the entrance to the stand, surrounded by enough lightbulbs to light the Burj Khalifa. Not only did Paris Corner have an amazing stand display, but they also had a large selection of their own new perfumes moulds.
Beautyworld 2025: Perfume Packaging Design Innovations
As usual, Dubai did not disappoint in terms of new product development and craziness. From perfume bottles in the shape of a tuba brass instrument to the Empire State Building or an Arabic dallah (coffee pot). Riffs showcased a very interesting concept called Stella Luna. The perfume has a cap shaped like an R and two small square bottles fit onto it. Emper have made a blingtastic bottle called Nights of New York which reminds me a little of Bond No 9 perfume (but on Dubai steroids). Fragrance World have made some interesting new perfume concepts again this year, we find Colosseum to be the most attractive one in terms of perfume packaging design.
Gourmand Fragrance Packaging Trends
Gourmand perfumes are extremely popular at the moment across the globe. Tiktok and instagram influencers as well as phenomenon such as Dubai Chocolate have helped to put Dubai firmly on the food map.
Most of the big perfume brands have a range of gourmand perfumes. Some of the noteworthy gourmand perfumes are shown below such as Maison ganache by laparfumgalleria. They also launched amaran perfume which is shaped like a donut and gelato perfume shaped like an ice cream cone. Emper decided to enter the gourmand fragrance market with their honey themed perfume Melissa. Paris corner launched a very interesting gourmand perfume called Cherry Gossip which has an embroidery patch glued onto the box. Macarons, cake and ice cream shaped perfume bottles also featured in the perfume displays.
Animal theme perfumes
Animal theme perfumes still feature heavily in the perfume packaging designs. We see nearly all of the top companies with an offering from this theme. Laparfumgalleria had its concept of a snake draped all over the cap in ‘Venin d’or’. Ethos perfume by French Avenue also featured a draped snake. Shaikh Saeed perfumes showed perfumes with a tiger head or a falcon head on the cap. I’m Rasasi brand also followed the snake trend with ‘Cobra silk’ perfume.
Conclusions
Beautyworld Dubai goes from strength to strength every year. Each year it grows bigger and the stands of the major players get larger and more extravagant. The need to make more noise at the exhibition increases.For any new company thinking of entering the industry, the cost is vastly more expensive.
This year perfume influencers manned all of the big stands and participated in parties hosted outside the exhibition. Yacht parties and lavish gala parties took place, the need to make more noise got stronger. Musicians and actors were positioned on stands to engage the passersby.
In recent years Dubai perfumes have become very popular across the world. This is because of a combination of the following reasons:
1. The right price point for consumers which is more affordable at this challenging economic time
2. Using dupe fragrances in many of the ‘creations’
3. Interesting packaging which makes a statement
4. High concentration and long lasting fragrance
5. The use of fragrance influencers on meta and tiktok to promote sales in far flung places.
If the Dubai brands continue to innovate and offer something new and interesting, then sales should continue to flourish for the foreseeable future. But it is no guarantee of sales in the long term, as fashions and tastes tend to change every six or seven years in perfumery worldwide.
Most of the products on sale at Beautyworld are not ‘brands’ which will continue for years on end. They are largely fad products and gimmicks which will be replaced with new packaging options in the following year. Yara by Lattafa, 9pm by Afanan and Club de Nuit by Sterling are a few of the exceptions which are outperforming the rest of the market.
Next year promises to be even more extravagant and flamboyant, bigger and better than before. I cannot wait to see what next year holds!
If you enjoyed this article, you may enjoy finding out about perfume bottle decoration trends in 2025 or the current trends which are shaping consumer behaviour.
