• Hair demonstrations by L3VEL3™, Revlon, and GHD taking place throughout the three days
• ‘It's amazing to see how the industry is not only promoting innovation, but helping causes too,' says show director
Dubai, UAE: The second day of 26th edition of Beautyworld Middle East – the region's largest international trade fair for beauty, hair, fragrance, and wellbeing – took place on Tuesday at Dubai World Trade Centre (DWTC) with regional and international beauty companies coming together to discover new trends, technologies, and business opportunities.
The Front Row by Nazih Group – a show segment that offers visitors a set of engaging and educational demonstrations by hair, makeup, and nail professionals – returned by popular demand this year. Among the representatives from leading haircare brands were Revlon, GHD, and L3VEL3™.
Founded by Jay Nouri in 2011, L3VEL3™ is one of this year's highlight showcases, with a skilled set of artistic barbers doing live demonstrations on the latest trends in male hair styling. A brand built “by the artist for the artist,” according to Nouri, his team are the heart of his brand, and he sees Beautyworld Middle East as the perfect platform to showcase how his team is pushing boundaries.
“This year, we are focusing on trying to get more women involved in men's hairstyling by inviting some of the best up-and-coming female barbers to take part in the showcase,” said Nouri. “We also found a willing participant to donate his hair to the breast cancer awareness cause, which will be used as a wig for someone going through therapy.
“This year, as we constantly try and bring men's grooming into the spotlight, we're showcasing our latest range of hair products and male grooming tools.”
The three-day Beautyworld Middle East exhibition is proving a bustling expo of haircare, skincare, makeup, wellbeing, and much more, attracting a diverse range of over 30,000 visitors. Aurora Semprini, who has travelled from Italy to be at the show, sees this as an opportunity to learn from industry experts and get some hands-on time with the latest products.
“I used to work for the Italian Chamber of Commerce in Dubai and have previously attended Beautyworld Middle East,” she said. “This year I've decided to fly in especially for the show. What L3VEL3™has done is a good initiative to spread the word about breast cancer. It was interesting and powerful to see how someone who's spent years growing out their hair agreed to cut it off to support the cause.”
Flyn Roberts, Show Director of Beautyworld Middle East, said: “Every year, Front Row pushes boundaries and this edition is no different. It is amazing to see how the industry is using this as a platform to not only promote innovation, but to help causes that need it. The energy at Front Row by Nazih Group this year is electric and perfectly encapsulates the pulse of the industry and how changing trends of beauty, both globally and locally, are being accepted and implemented into daily routines.”
Wrapping up his sold-out masterclass on day two was Lebanese celebrity hair designer Mounir, who will appear at Front Row on Wednesday with his team of Hair Transformers Adonees Farhat and Tarek Ismail, and Creative Director Heqmat Abomar.