mPackting au salon Beautyworld Middle East 2025 : l'innovation en matière d'emballage durable

The beauty industry is changing fast and this transformation is particularly evident in the Middle East.

At Beautyworld Middle East 2025, the world's largest international beauty and wellness exhibition, mPackting joined over 2,400 global brands in Dubai to demonstrate how natural materials can enhance the aesthetic and ethical value of packaging.

For us, this exhibition was an opportunity to share our vision of expressing luxury in a more responsible way using wood, cork and biopolymers, where every detail carries meaning and every texture tells a story.

About Beautyworld Middle East

Held annually at the Dubai World Trade Centre, Beautyworld Middle East is recognised as the most influential trade fair for the global beauty and wellness industry.

The 2025 edition brought together over 2,400 exhibitors and 70,000 visitors, offering an unparalleled platform for networking, inspiration and product innovation.

More than a traditional exhibition, Beautyworld has become a strategic meeting point for brands, manufacturers and decision-makers across the entire beauty supply chain.

Why the Middle East is shaping the future of beauty

According to the latest BeautyMatter x Beautyworld report, the Middle East has emerged as one of the most dynamic and lucrative regions for the global beauty and wellness industry.

Valued at over $46 billion, the beauty and personal care market across the Middle East and North Africa (MENA) is projected by Euromonitor International to reach around $60 billion by 2025. This growth is driven by urbanisation, rising disposable incomes and a digitally connected young population that is eager for innovation and authenticity.

The region’s consumers are highly educated and socially aware, and are becoming more interested in the ethical and environmental values behind the products they buy.

This convergence of cultural heritage and modern aspiration is changing the way brands approach product design and packaging. Materials, textures and finishes are now expected to express both prestige and purpose.

For companies like mPackting, this market represents an opportunity to demonstrate that sustainability and luxury can coexist, and that natural materials such as wood and cork can serve as modern symbols of refinement, longevity and care.

Sustainability and luxury: a new cultural alignment

According to the BeautyMatter x Beautyworld Middle East 2024 report, 72% of beauty consumers in the region now consider sustainability to be synonymous with modern luxury. This signals a profound shift in how prestige is defined and perceived.

Historically, luxury in the Middle East was expressed through opulence, exclusivity, and sensory intensity. Today, however, these qualities are being reinterpreted through the lens of ethics, longevity and material integrity.

This evolution reflects a generational shift, with a digitally native and globally informed audience shaping a new aesthetic code in which craftsmanship, natural materials, and responsible sourcing are seen as the ultimate markers of sophistication.

The modern consumer expects packaging to feel authentic in terms of its tactile qualities and the values it conveys.

Premium packaging made from renewable materials such as wood, cork and bio-based composites is in line with this cultural shift. These materials embody the duality that Middle Eastern consumers now seek: heritage and innovation, beauty and responsibility and elegance and purpose. 

Consumer behavior: educated, connected and value-driven

The Report reveals that the target demographic is young and highly discerning. Across the region, over 60% of consumers are under 35, representing a digitally native generation that combines global awareness with local pride. These consumers are more informed and connected than ever before and are increasingly selective about the brands they engage with.

For them, transparency and authenticity are baseline expectations. The report reveals that ethical sourcing, clean ingredients and sustainable packaging have become pivotal factors in the purchasing process, particularly in the skincare and fragrance sectors. Beauty is about aligning with a personal worldview that values respect for nature, craftsmanship and community.

This change in mindset also extends to the sensory experience. The tactile and visual qualities of packaging (its weight, texture and natural variation) are seen as expressions of truth and care. In a market where luxury consumers expect a story to be told at every stage of the customer journey, natural materials such as wood and cork convey a level of honesty and permanence that synthetic materials struggle to replicate.

Innovation and collaboration: building the future together

Another key finding of the report is the increasing importance of collaboration between brands, manufacturers and material innovators. The Middle East is evolving from an emerging market for global players to an innovation hub where sustainability meets creativity.

The report highlights that many of the most promising initiatives in 2024 emerged from cross-sector partnerships, such as luxury brands collaborating with suppliers to develop refillable systems, mono-material caps and low-impact decorative technologies. This collaborative approach enables companies to respond more quickly to regulatory changes and integrate sustainability seamlessly into their designs.

At the same time, the region’s rapidly developing manufacturing ecosystem is enabling brands to localise part of their production, thereby shortening supply chains and reducing carbon footprints, a development that aligns perfectly with mPackting’s philosophy of local excellence and responsible innovation.

What mPackting showcased in Dubai

At Beautyworld Middle East 2025, mPackting presented a curated selection of wooden primary packaging solutions for skincare and fragrance.

Every piece embodied the fusion of craftsmanship, technology and sustainability that defines our work.

Using FSC®-certified wood, natural cork and mBlack™, our innovative material, we demonstrated how renewable materials can convey a sense of luxury through authenticity, texture and attention to detail.

A particular highlight of the exhibition was our latest framework, CorkFit™, which is designed to deliver a natural, adhesive-free closure.

Crafted from FSC®-certified wood and cork, CorkFit™ uses a trilobal cork insert that fits seamlessly inside any wooden cap to ensure a secure grip through pure compression.

This intelligent design protects the wood, guarantees stability and isolation, and eliminates the need for glues or synthetic materials.

Thank you and looking ahead: shaping the next chapter of sustainable beauty

As Beautyworld Middle East 2025 draws to a close, we would like to thank all those who visited our stand, explored our latest concepts  and contributed to the discussion on the future of sustainable luxury packaging.

Your insights, curiosity and passion for innovation remind us that design and responsibility must evolve together. Every discussion, whether about materials or manufacturing, reaffirmed our shared belief that beauty can be both luxurious and environmentally friendly.

We’re proud to have connected with so many professionals, brands and partners who are spearheading this transformation across the MENA region and beyond.

If you would like to continue the dialogue, request samples or explore how we can collaborate on your next packaging project, please get in touch with our team.