Learn the tricks of the trade at Beautyworld Middle East

Regional make-up artist for Max Factor, Samira Olfat. Victor Besa for The National.

Want to find out about the latest buzz in the beauty industry? Head to Beautyworld Middle East.

There’s plenty of skin-deep retail therapy on offer at the 21st edition of the three-day beauty extravaganza, taking place from Sunday to Tuesday at the Dubai International Convention and Exhibition Centre.

Beautyworld Middle East is the largest international trade fair for hair, nails, fragrance, skincare and cosmetics products in the Middle East, with more than 1,500 exhibitors from 60 ­countries.

Visitors can find out what’s hot in the world of beauty from the trendsetters themselves. Beauty influencers, including Dubai-based Max Factor make-up artist Samira Olfat, who has worked for almost a decade with celebrities such as Eva Longoria and Nicole Scherzinger, will be on hand to offer her beauty tips. ­Olfat’s social media accounts ­offer a treasure trove of expert beauty and fashion advice from industry professionals. “If you want to create your own beauty brand, Beautyworld Middle East is the place to be,” she told her fans on Instagram (@SamiraOlfat) yesterday.

Gareth Wright, the PR head for organisers Messe Frankfurt Middle East, says this is the most ­value-added show that they’ve ever put on. “There is just so much happening this year,” he says, adding that the biggest draw to this year’s event is American ­celebrity hair colourist Tracey Cunningham.

Cunningham – who began her career as a nanny to singer and actress Bette Midler’s daughter Sophie – has tinted and chopped the tresses of Hollywood starlets such as Jennifer Lopez, Drew ­Barrymore, Charlize Theron, Toni Collette, Jennifer Garner and Jessica Biel.

She is also the global ambassador for hair strengthening and bond building treatment Olaplex, and will headline the live demonstrations of Olaplex stylists during Centre Stage by Nazih Group – a three-day educational show highlighting the latest trends in the regional beauty industry.

A new feature Wright is expecting will add a buzz of excitement to the occasion is the Battle of the Barbers. “It’s a wet-shave showdown,” he says. “The cream of the crop of the UAE’s barbers will be battling it out in a boxing ring, hoping to be crowned Best Barber and Best Shaver in the UAE.”

Their weapons? Scissors, shaving tools and perhaps a little hairspray.

Wright says this year the show boasts a stronger focus on men’s grooming. Products include Italian brands Eldan For Man and DNG Group, which will launch its organic Barba Italiana line of men’s grooming products, including hair, beard and shaving products, along with finishing and styling creams and gels. “Our men’s segment is the ­fastest-growing section,” he says.

The exhibition also features an exclusive showcase of rare and exotic fragrances. The session, Quintessence – the Art of Perfume, will shine the spotlight on niche perfume brands, offering thousands of trade buyers an insight into the creative process behind the unique scents available in the market today.

“Quintessence is perfect for Middle East buyers that view perfume as an ongoing journey of self-expression and individuality,” said Messe Frankfurt Middle East’s chief executive, Ahmed Pauwels. Among the 10 perfumers attending are the UK-based Illuminum, which will present cutting-edge aromas such as Tomato Leaf and White Saffron. French perfumer Thomas Kosmala, whose collection is exclusive to London’s luxury retail store Harrods, will deliver seminars on the alchemy of scent.

• Beautyworld Middle East is free to attend and takes place from Sunday to Tuesday at the Dubai International Convention and Exhibition Centre. Visit www.beautyworldme.com for more information