Once again, Beautyworld Middle East proved to be a real success, in its 25th edition: one of the most famous and eagerly awaited at global level, the largest international exhibition dedicated to beauty was held at the Dubai World Trade Centre, from 5 to 7 October. Three days focused on body care, hair care and the latest innovations of beauty care.
In Dubai, an air of return to normality also for this 2021: this event was the first in the sector to be able to be defined as truly international. Exhibitors were numerous and proactive, coming from as many as 54 countries, for a total of 17 national pavilions. Among these, Italy’s was also present and full of novelties.
The underlying theme of this BeautyWorld Middle East 2021 is fundamental, interesting and strongly in step with the times: innovation and progress applied to the field of beauty with increasingly sustainable products and the constant search for new trends, all of this under the slogan “Rethink. Reinvent. Rediscover“.
Without forgetting the echo of the slogan “Beauty Connects People”, chosen by the other major event that sees Dubai as a protagonist, Expo 2020.

Roverhair was one of the great protagonists of BeautyWorld Middle East with the substantial quantity of products and lines on display: Activator, Electa, Color Remover, Blonder, Ultimate Nutris, Smoother, Ph Saver, Somnium, Artisan of Beauty Care, Authentic, Cromya and Prêt-À-Porter. A large and varied selection, which allowed, those present, to experience a total immersion in the Roverhair’s world and philosophy.

The event was also a perfect opportunity to officially live present the extraordinary novelties of the recent period, the two new lines introduced in the catalogue and on the market: B-SHADE – an acid-based line dedicated to direct hair coloring, with its different 10 Spicy Pigments – and SeaSun Care, consisting of products dedicated to hair care during the summer, before and after exposure to sunlight.
Finally, the Dubai fair was an excellent opportunity to meet all Roverhair partners operating in the Middle East area, which are becoming more and more numerous.
As expected, it has been an extraordinary and more than positive experience for Roverhair, which has had the opportunity to compare itself once more with the main players of the sector on a worldwide scale and to present itself in step with the times, proactive and absolutely ready to look towards an increasingly innovative future.