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SEARCHFrom Oct 27–29, Beautyworld Middle East hosts live artistry, education, and business inspiration—featuring Wella’s global R.I.S.E. launch, an STMNT record attempt led by Nomad Barber, and salon-floor creativity from top brands in the Al Multaqua Ballroom.
STMNT Grooming Goods co-creator Miguel Gutierrez, better known to millions worldwide as Nomad Barber.
Beautyworld Middle East 2025 is gearing up to ignite the global hair stage.
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.”
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.
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.
Beautyworld Middle East 2025 runs from October 27-29 2025 at the Dubai World Trade Centre.
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
Dominique LyVar, an influential educator and artist, is remembered by those who loved him for his significant impact on the industry and contributions to the community.
Known for his buttery blondes and a technique for highlighting hair with more precision that he called chunking, Brad Johns died on August 27. His friend and fellow colorist, David Stanko, shares thoughts on his talented colleague and close friend.
As technology evolves at an accelerated rate, you want to make sure you have the best in your business toolkit to help you grow sales, motivate your team, communicate with your current and future clientele, and streamline your managerial tasks. The 2026 SALON TODAY Technology Solutions Guide is designed to help you navigate today's growing landscape of salon and spa technology. In this guide, you'll find a curated look at more than 50 of the latest software platforms, digital solutions, and innovative features to help you compare options and identify the best fit for your business.
The Davines Edit reflects the brand’s passion for people and planet.
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One-Day Personal and Professional Development Education Event for Beauty Professionals Set for October 25, 2026, at the Hilton Philadelphia City Avenue.
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According to the report, people are moving away from copy-paste trends and toward community, using real experiences to develop a sense of taste and beauty that reflects who they are.
Hairstylists and barbers can showcase their creative and technical vision in two global categories with cash prizes and a chance to represent in Portugal.
The BBR Beauty Show featured a prominent speaker lineup including Lacy Redway, Karrueche Tran, Danessa Myricks, Chelley B., Sabrina Elba, Jessica Harris-Dupart, and more.
The Professional Beauty Association and Pivot Point team up to develop an ongoing study that measures the confidence of salon owners, stylists, school owners, and students.
This shared recognition celebrates the strength of industry collaboration in advancing professional mobility.
In Dubai, a salon visit isn’t an appointment. It’s a weekly routine, and clients can spend $800 to $1,400 a month on it, according to Gaurav Tripathi of MADI International. On October 6-8, 2026, the market behind those numbers opens its doors as Beautyworld Dubai marks its 30th edition at the Dubai World Trade Centre, bringing together distributors, brands, stylists and salon owners from all over the world.
Sponsored by BeautyWorld Dubai
The Good Patch is a leading wearable wellness patch brand, offering wellness and skincare patches that support everyday needs including energy, sleep, relaxation and more.
Four publications for beauty industry professionals to enhance their leadership skills, financial awareness, professional growth, and joy!
Ulta Beauty has announced its partnership with Black Beauty Roster to launch the pilot of All Textures Certification (ATC). The new program is aimed at addressing gaps in education within the beauty industry and raising the level of skills and guest satisfaction for all.
