Comprof at Beautyworld Middle East 2021, the largest trade fair in the Middle East dedicated to the beauty sector

The 2021 edition of Beautyworld Middle East, the largest and most important international trade fair dedicated to the beauty sector in the Middle East, will be held in Dubai, this year in its 25th edition.

Beautyworld Middle East has become a reference point for beauty companies from all over the world. Exhibitors from more than 54 countries will meet to show and tell about the technological advances of the sector, the evolution of the market, the prospects and the cutting edge of a business field that interests an increasingly wide range of consumers.

The interest is confirmed by the variety of visitors attending the fair, including not only end users, distributors, retailers and manufacturers but also beauty and hair professionals, hotel managers, consultants, trainers and cosmetologists.

Comprof cannot miss an event like Beautyworld Middle East 2021. From October 5th to 7th we will be guests at the Dubai World Trade Center together with our brands K-time, Paul Rivera, 6.Zero, Technique, Ekre, Professional, ABSTYLE and Koster.

Here are some of the most interesting new products on the agenda for hair and Haircare.

Beauty Tech and Sustainability among the novelties 2021-2022

The first new entry in this 25th edition is the new “Beauty Technology” product category, a premiere of innovative solutions based on Artificial Intelligence, Augmented Reality, 3D Printing and digital applications designed to revolutionise the beauty and personal care market. 

With the introduction of technology in the beauty sector, it will be easier and easier to respond effectively to the needs of the end consumer thanks to the possibility of carrying out, for example, smart analyses of the scalp or real time make-up simulations with a virtual mirror.

Making a difference is our goal

Alongside such a topical issue as high-tech, an equally sensitive one could not be missing: environmental sustainability. Beautyworld Middle East 2021 will devote an entire section to natural and organic products and treatments, a dynamic sector that challenges conventional approaches to beauty and well-being.

The “Natural & Organic” category also includes a number of product lines that we will be presenting at the fair. For example, Luminò, the first vegan treatment line from Ekre. In fact, our aim is to create increasingly sustainable hair and personal care products with a reduced environmental impact, friendly to the environment and to mankind.

With Ekre, we want to combine our philosophy of sustainability with the futuristic approach to customer well-being that has always characterised this brand. Inspire, surprise and involve are the key words that underpin the creation of cutting-edge specialised treatments and surprising solutions with high quality standards, for a complete and unparalleled beauty ritual.

Technique products, a historic Comprof brand for over 20 years, will also be present. Everything, from the packaging to the formulation of the products, is designed, made and packaged in Italy. A guarantee of excellence, quality and safety for haircare professionals and the end user.

Historicity, innovation and excellence of Made in Italy

Beautyworld Middle East will therefore be an opportunity to fly some of our historic brands to the Middle East and to present the wide and varied range of hair care solutions capable of meeting the needs of an increasingly diversified and demanding clientele. 

Alongside Ekre and Technique, we will also be present at Beautyworld Middle East 2021 with the brands K-time, Paul Rivera, Professional, 6.Zero, ABSTYLE and Koster.

K-time represents excellence in the panorama of professional hair products, as well as a point of reference for professionals in the sector, thanks to the constant search for selected raw materials, revolutionary formulations and refined textures that distinguish the brand’s products. K-time intends to enhance the uniqueness of each person through innovative and complete treatments for colouring, styling and daily hair care. 

Creativity, inspiration and innovation are the hallmarks of Paul Rivera, a visionary brand in which the uniqueness, creative flair, elegance and excellence of Made in Italy come together to create innovative formulations, dynamic textures and fragrances that encapsulate inspirational images.

Professional also aims to push the boundaries of the ordinary, turning the real into an extraordinary experience. As each person is unique, the aim of beauty treatments is to help express and narrate this uniqueness through the use of exclusive products with an original style.

The mission of 6. Zero, the brand that reinvents the concept of hair wellness with its smart products, is to anticipate trends in the haircare sector through research into selected raw materials and the creation of multi-sensorial and unique beauty paths. In a world characterised by a surplus of stimuli, the essential is what can reconnect people with their senses. 

Modernity and change: these are the assets on which the philosophy of ABSTYLE is based, the brand that unhinges the conventions of Haircare, revolutionising the customer’s beauty path with surprising styling and colourimetric techniques. Attention to detail, taste and Made in Italy distinguish the products of this brand.

Koster is synonymous with the excellence of Made in Italy. From the design of the packaging to the formulation of the products, all the treatments are made in Italy and in full respect of our country’s cosmetic tradition. The perfect synergy between tradition and innovation leads to the formulation of effective, highly tolerable treatments for complete capillary wellbeing.