Dubai – The most significant beauty and cosmetics event in the Middle East, Beautyworld Middle East, runs until this Thursday (7) at the Dubai World Trade Centre (DWTC). Thousands of companies are once again exhibiting on-site in the pavilions of the enormous convention center, which is gradually receiving audiences from all over the world.
Dozens of Brazilian exhibitors participate in the event at the country’s pavilion, organized by the export and internationalization program Beautycare Brazil, fostered by the Brazilian Toiletry, Perfume, and Cosmetics Industry Association (ABIHPEC) and the Brazilian Trade and Investment Promotion Agency (Apex- Brasil). Formaldehyde-free hair straightening products continue to be the highlights among Brazilian cosmetics exhibited at the show. A new straightening brand, Riobelo Brazil, was launched.
Another Brazilian launch was the Dubai Bars cosmetic bar range, which has 22 products divided into four categories, the treatment line, with hair, facial, and body bars, the hair coloring line for blond and white hair, the home care line, with shampoo and hair mask kits, and the essential oils line, with shampoos and hair masks made with lavender, mint, and orange oils. “The bar line will take care of your health, beauty, and soul with essential oils,” said Luiz Carlos de Paiva, president of Laboratório Luna, which owns the brands Kayoah, Self, and now, Dubai Bars, which will start to market online in Brazil on October 15. The company’s CEO in training, Lucas Caparica, also came to the show.
Of Lebanese descent, Paiva told ANBA the origin of the name Dubai Bars came from a dream he had with a store with gold details, drawings from the Arab world, shelves on the sides, and, in the center, the Dubai Bars logo in gold, with cosmetic bars on display. “It was because of this dream, this vision I had, that we chose this name, and also out of love for the Arab world,” said Paiva.
The products are all manufactured in Ribeirão Preto, at the company’s headquarters, in the interior of the state of São Paulo, and use only Brazilian ingredients. The cosmetic bars do not contain water and are free from sulfates and hydroxides. They also do not go through a saponification process. “Our product has a physiological pH, that is, as close as possible to the skin’s pH,” said Caparica. According to the CEO, the company’s differential is that all its products undergo an effectiveness test by the Brazilian National Health Surveillance Agency (ANVISA).
At Beautyworld, Caparica stated they are making excellent contacts, and there is already a great interest in the innovative product from buyers in the United Arab Emirates, India, and Lebanon. The company plans to market the product soon online and in physical stores.
Hair products
Metro Brazil, which imports and distributes Brazilian cosmetic and clothing products in the UAE through its online store, launched the Riobelo Brazil brand at the show, with two complete lines of vegan and formaldehyde-free hair straighteners, with fragrances of passion fruit and açai berries. The marketing manager and head of the brand, Lucas Milanez, told ANBA it is an entirely new line, and they are launching professional and home care lines in the UAE. The line’s differential is, according to him, that the user only needs to leave the products in the hair for 20 minutes, while most straightening treatments need 40 minutes to an hour to take effect.
The marketing and events supervisor at Floractive, Nathalia Violante, stated the Brazilian brand has already been selling its hair care products for some years to the UAE, Morocco, Iraq, Egypt, and Saudi Arabia, among other Arab countries. They are professional and home care ranges, and the flagship is the formaldehyde-free straightening W One, which is vegan and based on organic acids, with coconut oil. The difference, according to her, is that it is a single-step solution. The brand recently launched the Cassava Botox, a lighter, vegan, and formaldehyde-free strengthening solution.
The CEO of Private Cosméticos, Márcio Antônio Espíndola, was presenting the company’s straightening line, Vegan Lizz, as well as other Brazilian products, such as the Phytoervas and Giovanna Baby brands. His company specializes in private labels. He declared being very happy with the results of the first day of the event and that his booth was bustling. Brands such as Vitta Gold, Floractive, Phyto Ativo, Korban Professional, and Pro Hairmony were also exhibiting their hair care products to visitors of the on-site event.
Arabs
Among Arab and global companies, the presence of new hand hygiene products during pandemic times was notorious. The sales and marketing manager of Rabee Skincare, Asma Shaikh, told ANBA about the ongoing trend among cosmetic brands to invest in unique antiseptic products. The Rosemeticq brand produces an alcohol spray with rose water, moisturizer, and vitamin E in the UAE. The damask rose oil comes from Iran, where the brand originates. They also market rose water for facial care, rose oil, among other products made from the flower. The entire product range is available online.
IFFCO Beauty, a brand from the UAE, produces liquid soaps, bars, and alcohol gel, and aerosol spray, the latter a new launch. Its products are manufactured in the UAE, Egypt, and Malaysia. The product ranges are mainly sold to countries in North and South Africa.
The Beauty Co is a body and hair cosmetics brand founded in Bahrain with branches in the UAE and Saudi Arabia. The company’s sales supervisor to the UAE, Mira Yassine, told ANBA the company buys finished products from countries like Brazil and the United States. From Brazil, hand and foot moisturizers with keratin are the brand’s highlights.
Translated by Elúsio Brasileiro
