- Sara Al Rashid gave a powerful, forward-looking keynote exploring clean, vegan, and desert-proof beauty in the GCC.
- Roja Dove gave a mesmerising exploration of perfumery’s artistry and future through the eyes of one of its greatest masters.
Dubai, UAE: The first day of Beautyworld Middle East 2025 opened to resounding acclaim as the Next in Fragrance and Next in Beauty conference programmes delivered two spectacular keynote sessions that set the tone for a transformative edition of the region’s largest international beauty and wellness trade show.
Each keynote drew packed audiences eager to gain insight from industry icons redefining the future of scent and beauty innovation. The sessions, led by Roja Dove, the British perfumer celebrated as the “master tailor of scent,” and Sara Al Rashid, the pioneering founder of Asteri Beauty, captured the creativity, craftsmanship, and cultural evolution driving the beauty industry forward from the Middle East to the world.
Roja Dove at Next in Fragrance
The Next in Fragrance keynote opened with palpable anticipation as Roja Dove took the stage. Known for his exquisite artistry and unparalleled storytelling, he explored how the language of scent continues to evolve – bridging luxury, memory, and emotion in new and compelling ways.
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.”
