Promising cosmetics, fragrance and beauty brands from the UAE and region will be celebrated alongside some of the best-known international names at the inaugural Beautyworld Middle East awards night, a new addition to the region’s largest international beauty and wellness trade fair which returns to Dubai World Trade Centre on 23rd to 25th November 2020.

The awards will unfold during a dazzling, evening gala dinner event on the opening night of the three-day Beautyworld Middle East show, with 15 awards across 10 categories recognising the top performers, entrepreneurs and brands in the cosmetics, fragrance and wellness industries across the region.

Elaine O’Connell, show director Messe Frankfurt Middle East, organiser of Beautyworld Middle East, said: “It is important to identify and celebrate the individuals, companies and products who are driving the beauty industry on the local and regional level.

“Many products and innovations are originating in the region and we aim to recognise vision, outstanding performance and excellence within the industry in the Middle East. These awards will further strengthen understanding globally of the talent and vision coming from the region in the beauty, wellness and fragrance arenas.”

Five beauty brands have been shortlisted under the Homegrown Talent category, for their cutting-edge innovation or contribution to the global beauty industry.

Love Your Nails (LYN), a brand founded in the UAE, was recognised for innovation after introducing a permeable technology for nail lacquers, providing a healthier option for customers. LYN products are now available in seven countries in the region.

“We came up with a breathable nail polish formulation which are air and water permeable whilst also equally fashionable and long lasting,” said Nitin Kalwani, Managing Director of Love Your Nails. “LYN products have a strong Middle East presence and our knowledge of the local market, including formulating products for different skin tones, local traditions and rituals, has helped us excel on a global scale.”

Awrad Hair Care Center is nominated for its use of technology and innovative solutions to hair loss in both men and women. Sianoush Rahmani, owner of Awrad Hair Care Center, said: “As the only copyrighted hair treatment center in the GCC, we pioneered the first version of the micro-point technique which is a pain-free form of hair replacement. Technology is an important driver for change in any industry, and we are proud to be at the forefront of this hair care innovation in the region.”

Four One One is a regional nail polish brand well known for its eco-friendly approach and halal products and has also been recognised in the category for its ‘Vegan 10 Free Polishes’ product.

“We are proud to be shortlisted at the Beautyworld Middle East Awards. Apart from innovation, we also prioritise the wellbeing of our customers, that’s why we produce vegan and ethical products,” said Shil Raja, CEO & Founder of Four One One Salon. “Customer traditions and beliefs are also of top significance for our brand.”

Other nominations in the Homegrown Talent category include Kayali, the fragrance brand by beauty maven, Mona Kattan, and N.Spa, the first nail spa and boutique of its kind in the Kingdom of Bahrain.

World-renowned brands and products shortlisted for awards include Dyson Airwrap, Clarins Plant Gold Year plus OPI – Nail Lacquer and Ardell Natural Strip Lashes.

Categories at the inaugural event will include Best Marketing Campaign, Innovation of the Year, Best Natural Products; Best Niche Products; Perfumer of the Year; Breakout Stars of the Year and Cult Classics.

The awards will be judged by a multinational panel of independent experts, perfumers and beauty professionals including perfumer Mark Buxton from France, Gaëlle Doré, General Manager of creative consultancy Centdegres UAE and Anthony Walsh, Creative Director and Owner of Mane Hair & Beauty Salon.

An anticipated audience of more than 45,000 trade buyers and beauty professionals is expected to attend this year’s Beautyworld Middle East.