The three day event has opened its doors to more than 1580 exhibitors and an estimated 37,000 visitors from 59 countries.

The trade show will host the Economics of Wellness & Happiness Conference, which kicks off today (15 May). The conference will be opened by conference chair and Wellness Inc Middle East (WIME) co-founder, Daniella Russell.

The conference features a keynote presentation entitled ‘The business of happiness: what role will the wellness industry play?’ Maria Haggo, co founder of WIME, will be hosting a session ‘Redefining wellness - broaden your existing services by offering holistic wellness to your clients.’

It also includes an interactive round table, hosted by Ayurvedic clinic owner Dr Shyam, director of Talise Spa Operations Paul Hawco and WIME co-founder Shahida Siddique.

Beautyworld ME is also hosting the Business in Beauty Summit, a two day event taking place over the course of today and tomorrow.

Today’s programme includes sessions on marketing, trend forecasts, business practices features interactive panel discussions entitled: ‘With changing economic landscape will the MEA region be a driving force behind the future growth of the global beauty industry?’ and ‘Talk to your customers - how blogs are changing the way businesses communicate’, with panellists including MADI International Group president Mohamad Madi and beauty blogger Eiléen Lee-Connor.

Tomorrow’s programme will feature a keynote presentation from Hema Aushat, CEO and founder of Argus CMPO, on ‘Beauty without borders - new age marketing for beauty brands that are finding new territories,’ and will include sessions on holistic wellness, inclusion, innovation and male grooming.