With the beauty and wellness business in the Middle East on a high-growth path, a large number of leading international manufacturers, suppliers and service providers from Europe and the US are making their presence felt at the ongoing Beautyworld Middle East 2011.

The region’s foremost trade and networking platform for beauty products, hair, fragrances and wellbeing, Beautyworld Middle East is ongoing at the Dubai International Convention and Exhibition Centre through May 26, with organizers reporting brisk business on the show floor.

“Leading suppliers and manufacturers around the world have been participating in Beautyworld Middle East in order to access the promising potential of the regional market and to further de-velop their business here,” says Ahmed Pauwels, chief executive officer Epoc Messe Frankfurt, the show’s organizer. “This year we have strong representation from China, France, Spain, Germany, USA, Italy and Turkey, who along with others are participating with country pavilions. We also have a significant presence from Saudi Arabia and of course a large contingent from the UAE,” he adds.

Regular participant Spain has a strong export tradition and its 22 strong national pavilion is taking part in Beautyworld Middle East for the tenth time. Among the leading exhibitors from the Iberian Peninsula are Keenwell, and Eva Professional.

For the seventh year running, France is making a powerful impact at Beautyworld. UBIFRANCE, together with the Federation of Beauty Care Companies (FEBEA), have brought together 65 exhibitors in their national pavilion. Together they are showcasing a versatile range of cosmetics and perfumes.

Cosmetic Valley, the trade’s competitiveness cluster based in Chartres, is once again supporting the businesses in the sector. Among the exhibitors of note are Aquaroll SAS, presenting their innovative Beads Hydromassage System and Biocyte, representing the upscale side of beauty care and anti-aging nutritional supplements.

The Turkish pavilion, with more than 60 exhibitors, represents the cream of the Anatolian drive, looking to make an increasing impact in the region. The pavilion has been extremely popular at the event.

Mink Hair Ltd, Amallis and Viora are among the foremost at the 25-strong pavilion from the USA, while Glory Horizons, Swiss Arabian Perfume and L’Oreal Middle East are some of the 108-strong UAE representation at Beautyworld Middle East.

Launching her latest collection at Beautyworld Middle East is award-winning “Queen of color,” Maria Dowling. The Colour Elegant Collection Spring/Summer 2011 was unveiled on the first day. The new color has been inspired from a more glamorous past and comes in three main looks – Blonde, Dark and Copper.

Other notable participants include the Arab Brazilian Chamber of Commerce who are presenting a range of products and services and also exploring ways to increase trade between Brazil and the Middle East.