The Signature Scent competition at Beautyworld Middle East 2024 saw 15 top international fragrance houses create their own interpretation of a scent that captured the essence of the region’s largest trade show for the beauty and wellness industry.
Visitors to the 28th edition of Beautyworld Middle East, which this year attracted around 2,000 exhibitors and 70,000+ attendees, were invited to test and vote on the competing blends in a blind sampling using the latest technology from AirParfum.
On the third and final day of the region’s largest international trade show for the beauty, fragrance and wellness industries, ‘Zenith Echos’ by Anne Louise and Elodie Bernard, fine fragrance perfumers from Expressions Parfumées, a fragrance creation house headquartered in Grasse, was revealed as the ‘Signature Scent’ winner.
Speaking of the win, Elodie Bernard, a perfumer at Expression Parfumée said: “I’m so happy to have been chosen. It really is a pleasure. Zenith Echos is a creation uniting emotional connection and ultimate expertise. In this scent, we use a lot of sandalwood that shines over the dunes and musk radiance that reflects the Dubai skyline.”
“The idea was to create a fragrance that embodies the spirit of Beautyworld Middle East and in our scent we recreated the emotion that you can feel when you are in the exhibition,” Elodie added. “When you’re here, every country is around you, it feels like all the world is in Dubai and we are proud in Expression Parfumée to be part of this wonderful event.”
Exponential growth of the fragrance market
As one of the most influential and visited trade shows in the world, the growth of the fragrance sector globally, which according to the BeautyMatter’s Middle East Market Report 2024 will be worth $7.21 billion by 2032, was recognised with unique exhibition features at Beautyworld Middle East 2024, including:
Quintessence – the art of perfume
Quintessence is an exclusive platform devoted to niche fragrance at Beautyworld Middle East. Featuring 56 of the world’s most unique brands and creators, the event this year offered a curated showcase of scents in a bespoke, luxurious environment that perfectly complemented these magnificent creations.
One of the brand’s exhibiting at Quintessence and in the region for the very first time is Free Yourself – a pioneering luxury fragrance brand from the US which offers four signature scents which are meticulously developed in Grasse, France, and candles which are hand-poured in Vermont.
Soul of Makheen is a niche luxury French brand who also made their Beautyworld Middle East debut this year. Speaking at the show, CEO and Creative Director of the company, Yousef Al Qanai said: “By participating in Beautyworld Middle East, we aim to increase brand awareness and showcase our offerings to a wider audience. It provides an excellent platform for us to connect with potential customers and partners.”
Emovation Lab
Anfasic Dokhoon and Khaltat, Mohamed Hilal Group brands and pioneers in the world of luxury fragrances presented the Emovation Lab at this year’s Beautyworld Middle East. A place for fragrance enthusiasts to create their own personalised scents inspired by their emotions, the lab provides a sensory experience like no other.
Shay Olimpia, Co-Founder of Anfasic Dokhoon said: “At the Emovation Lab you can create your fragrance based on how you feel. We like to talk about layering – in the sense that you don’t need to become a perfumer to create your own identity and your own signature. In terms of crowds this year, it has been really busy. We have seen floods of people come to the lab and it’s been great.”
Fragrance Compounds & Finished Fragrance
With a dedicated section of Beautyworld Middle East for fragrance creators, distributors and retailers, show attendees can discover raw materials, fragrance compounds and finished fragrances from the most prestigious brands and leading fragrance houses.
Beautyworld Middle East Award winners for fragrance
On 29 October winners of the Beautyworld Middle East Awards were crowned at a spectacular ceremony at Conrad Dubai. Fragrance was featured in two specific categories: Popular Fragrance of the Year went to Noir Parfum – Al Majed Oud and Niche Fragrance of the Year was awarded to Red Wine Brown Sugar from BohoBoco.
A special visit from the Lord Mayor of Grasse
Jérôme Viaud, Lord Mayor of the city of Grasse, a French town renowned for its long-established perfume industry, was present at Beautyworld Middle East this year and remarked: “My first impression of Beautyworld Middle East is that it’s such a huge and incredible event. I want to thank Messe Frankfurt for organising an event on such a grand scale and welcoming us. Such an event is significant for us as we are coming with 32 companies from Grasse and we are proud to be a part of this spectacular event that is the ideal platform to highlight our region’s rich heritage and ongoing innovation.”
