Beauty world
Oct. 27-29, 2025
The Beautyworld Middle East, the most significant beauty trade fair in the MENA region, recently took center stage at the Dubai World Trade Centre. As a critical gateway for global brands entering the high-potential Middle Eastern market, the exhibition drew top-tier beauty companies worldwide.
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Targeting the Middle East’s demand for high quality and luxury, SH-RD showcased its Hollywood-favorite star product: the Protein Cream (leave-in conditioner), which instantly became the exhibition’s most sought-after item.
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The SH-RD booth was a constant magnet for visitors throughout the three-day event. Prominent KOLs, fashion media, and professional hairstylists from the MENA region flocked to the experience zone. Given the region’s dry climate and intense need for effective hair care, attendees were universally impressed by the Protein Cream’s ability to instantly transform dry, frizzy strands into a silky, smooth finish.
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SH-RD Protein cream's immediate repair capabilities and light texture perfectly met the local professionals' strict requirements for high-performance, non-greasy products. Following their hands-on experiences, many KOLs provided instant live coverage and reviews, generating massive exposure for the brand.
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Through the Dubai exhibition, SH-RD reinforced its brand standing in the Middle East. By leveraging the superior quality and expertise of its Made in Taiwan line, SH-RD successfully reaffirmed its leadership in the international luxury hair care sector, earning widespread acclaim from Middle Eastern beauty experts.