São Paulo – This year’s edition of Beautyworld Middle East (opening picture), in Dubai, will have the most considerable participation of Brazilian companies through the Beautycare Brazil project: 64 companies will exhibit from October 30 to November 1 at the biggest beauty and wellness show in the Middle East. In 2022, 52 Brazilian exhibitors went to the event with the project, a number that had already surpassed the 34 participants in 2021. Beautycare Brazil is a partnership between the Brazilian Cosmetic, Toiletries, and Perfumery Industry Association (ABIHPEC) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil) to promote the sector’s products abroad.
“Our expectations for the event are as high as the number of participants,” said ABIHPEC’s International Business manager, Gueisa Silvério. “Competitiveness and strength of our industry create demand. Brazil is seen as a country of innovation, with quality products. There is a perceived value all over the world,” she said.
Most of the companies going to Beautyworld sell professional hair products. Exhibitors also come from other categories like skin care, sunscreens & suntan lotions, and accessories & equipment, such as hair dryers. Companies of all sizes and regions of the country will also participate, all exporting at some level.
Silvério observed Beautycare Brazil was established in 2000 and accumulated 23 years of “stories and learning.” She stated a company needs to have a strategy to go international and be persistent in this process, as the cosmetics and beauty care products sector has several challenges in the export process. It is a segment regulated by the health agencies of importers, in addition to other players in the import processes of any product. In this sector, it can take up to two years for a shipment to take place.
Regarding the presence of companies at the show in Dubai, Silvério claims Beautyworld is the most crucial event in the sector, as it reaches many more potential importers than just those established in Dubai. The show is visited by customers from all over the Middle East and Southeast Asia.
As preparation for the show, the UAE Workshop will be held this Tuesday (22) to train exhibitors with information about the region and give details on regulations in the region with the participation of ApexBrasil and the Embassy of Brazil in Abu Dhabi.
Translated by Elúsio Brasileiro
