The Beautyworld Middle East Awards 2025 returned to the Conrad Dubai this week, bringing together more than 400 figures from across the region’s beauty, fragrance, and wellness industries. Now in its sixth edition, the ceremony has evolved into one of the sector’s most credible barometers, not just for glamour, but for where the region’s creativity and innovation currently stand.
This year drew a record 800 entries—the highest in the event’s history—signalling how fast the Middle East’s beauty market is growing and how ambitious its players have become. The winners spanned established names and fresh entrants, each reflecting a different side of the region’s creative economy.
Huda Beauty won Media Campaign of the Year for its pastel-toned Ube Collection and Cosmetic Product of the Year for Easy Bake Setting Spray. Kayali’s Yum Bougee Marshmallow | 81 Eau de Parfum Intense picked up Popular Fragrance of the Year, while Oman Luxury’s Caden was awarded Niche Fragrance of the Year, proof that regional perfumery continues to hold its own against global houses.
Innovation and design were also in focus. Laverne x Georgina Rodriguez’s Sense Perfume earned Innovative Packaging of the Year, Fanscentic by Mercury Global Packaging was named Luxury Packaging of the Year, and Ojar took home Homegrown Brand of the Year, further highlighting the rise of Saudi-born beauty labels with international reach.
The night’s emotional peak came with a Lifetime Achievement Award for Jacques Cavallier-Belletrud, Master Perfumer at LVMH, accepted on his behalf by Jérôme Viaud, Mayor of Grasse. It was a fitting tribute to one of the world’s most influential noses, and a reminder of how intertwined the global fragrance conversation has become.
Between live music, dinner, and the kind of post-show mingling that only happens when founders, formulators, and perfumers share a room, the evening carried an energy that felt bigger than celebration.
