Beautyworld Middle East 2025 Opens with Captivating Keynotes from Fragrance Legend Roja Dove and Beauty Visionary Sara Al Rashid

Roja Dove drew an exceptional crowd, cramming out the conference space with a cross-section of industry experts, specifically fragrance professionals. A lively Q&A session also drew some intriguing insights about the luxury fragrance category, highlighting how the consumer base is skewing younger, with Generation Z proving to be among Roja Dove’s biggest fans.

Reflecting on the session’s success, Ravi Ramchandni, Event Director for Beautyworld Middle East, said:

“Roja Dove’s presence was nothing short of electrifying. His words resonated deeply with every fragrance lover in the room. To hear such a master of olfactory artistry share his passion and vision for where perfumery is headed was an incredible privilege for our audience. It reaffirmed Beautyworld Middle East’s position as the global platform for scent innovation.”

Sara Al Rashid at Next in Beauty

Later in the day, Sara Al Rashid, founder of Asteri Beauty, brought her magnetic energy to the Next in Beauty stage. A leading voice for authenticity, sustainability, and inclusivity in beauty, Al Rashid captivated the audience with her journey of building a homegrown brand that champions clean, vegan, and desert-proof beauty — a concept that speaks to the heart of the region’s environment and identity.

Sara Al Rashid said:

“In my keynote, I talked about how, in today’s beauty landscape, authenticity and community are everything. At Asteri Beauty, we believe beauty isn’t just a product - it’s a ritual that connects young Arab women to their identity, their environment and each other. Our mission is to turn the desert-proof innovation into a movement, shifting from store-visibility to brand-desirability.”

Andrea Nagel, Chief Content Officer, CEW, who hosted Sara Al Rashid’s keynote said:

“Sara admits that operating branded stores before gaining retail distribution isn’t the traditional path. But it’s worked well for her. She now has an intimate understanding of Asteri Beauty’s consumer—what she wants, what she doesn’t—and she can respond in ways that truly serve her in future product development.”

Celebrating the success of the session, Event Director Ravi Ramchandni commented:

“Sara Al Rashid embodies the entrepreneurial spirit and creative energy that defines the Middle Eastern beauty landscape today. Her story of Asteri Beauty’s phenomenal rise, built on values of sisterhood and sustainability, inspired everyone in the room. It was a truly powerful way to open the Next in Beauty programme.”