Beautyworld Middle East 2025, which runs from October 27-29, 2025 at the Dubai World Trade Centre, brings back the show's hair care platform, beautyLIVE by Fresha.  A leading marketplace and business software platform for the beauty and wellness industry, beautyLIVE by Fresha marks the brand’s first regional stage activation. The program brings together talented hairstylists, colorists, and barbers for three days of artistry and education.

Wella Professionals debuts at beautyLIVE by Fresha with James Earnshaw spearheading the global R.I.S.E. initiative and there will be a Guiness World Record attempt at the most beard shaves and trims in an hour, highlighting the speed and artistry of barbers from STMNT and Wella.

“As a salon owner, attending Beautyworld Middle East and experiencing live stage showcases from industry leaders like Wella, Dyson, Lakme, Gamma+ is incredibly valuable," says Layla Al Hajjaj, Founder of Boho Salon. "These sessions are more than just demonstrations; they’re immersive learning experiences that keep me and my team inspired and up to date with the latest techniques and trends.”

Guinness World Record Attempt with STMNT Grooming Goods

At the heart of this year’s program lies a Guinness World Record attempt spearheaded by STMNT Grooming Goods co-creator Miguel Gutierrez, better known to millions worldwide as Nomad Barber.

“We’re excited to announce that STMNT, in collaboration with Beauty Live by Fresha at BWME 2025, will be attempting to break the Guinness World Record for the most consecutive number of beard shaves and beard trims in one hour with the incredible support of STMNT Co-creator Nomad Barber and 48 talented barbers. This challenge is a true celebration of teamwork, precision, and the evolving craft of modern grooming. It’s a powerful moment for the barbering community, and we look forward to making history together.”--Ravi Ramchandni, Show Manager of Beautyworld Middle East

The challenge will unite barbers from across the Middle East region and internationally, spotlighting the artistry, speed, and precision that underpin modern grooming. 

Wella Professionals Brings R.I.S.E. to Dubai

Kicking off beautyLIVE by Fresha on October 27, Wella Professionals will make its global presence felt with the launch of its acclaimed R.I.S.E. (Relationships, Inspiration, Science, and Education) initiative at Beautyworld Middle East.

Designed to empower and inspire hairstylists, R.I.S.E. brings together a community of global ambassadors, expert educators, and innovators to share the latest in color, styling, and salon growth strategies. 

Headlining Wella’s showcase will be James Earnshaw, Wella Professionals Global Ambassador. Known for his trendsetting transformations, Earnshaw will deliver live sessions to inspire stylists with both technical excellence and creative vision.

Joining him on stage will be fellow global artist Marco Firriolo, ensuring a Wella debut that blends international inspiration with actionable salon-floor creativity.

Day 3 of the beautyLIVE by Fresha lineup will feature showcases from Dyson, Lakme, Goddess Maintenance Company, Gamma+, and a demonstration from International Hairdresser of the Year, Jorge X.

A Global Hub for the Salon and Barbering Community

About Beautyworld Middle East
Beautyworld Middle East, taking place from 27–29 October 2025 at the Dubai World Trade Centre, stands as a truly global hub for the beauty, fragrance, hair, and wellness industries. Recognized as the largest international trade fair of its kind in the region, the event attracts over 71,000 professionals from 164 countries, offering an unparalleled opportunity to engage with more than 2,000 leading exhibitors from across 70 countries.
About Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organizer with its own exhibition grounds. With a workforce of some 2,500 people at its headquarters in Frankfurt am Main and in 29 subsidiaries, it organizes events around the world. Group sales in financial year 2024 were €775 million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services—both onsite and online—ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organizing, and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel, and food services.
Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility, and diversity.
For more information, please visit our website at: www.messefrankfurt.com/sustainability