Messe Frankfurt introduces Notes fragrance platform to Dubai
The announcement for Notes Dubai was made during a cocktail gathering in Milan, held alongside the Esxence fragrance trade show, last week.
UAE – Messe Frankfurt Middle East, an event management company in Dubai, is set to introduce Notes Dubai, an innovative trade exhibition exclusively focused on niche and artistic fragrance.
This event is designed as the sister event to Notes Shanghai, Asia’s premier niche perfumery platform.
The event will take place from January 21–23, 2027, at the Dubai Mall Exhibition Centre in the United Arab Emirates.
Debuted as a global platform for niche and artistic fragrance with the strategic positioning that “Shanghai opened the East, Dubai opens the world,” recognizing Dubai’s role as an international gateway connecting the fragrance industry to global markets.
This launch represents Messe Frankfurt Middle East’s expansion into dedicated niche perfumery, following its successful partnership with Notes Shanghai in May 2025, Asia’s only event fully dedicated to high-end perfumery, marking its first dedicated fragrance trade fair in China.
Alex Wu, Founder of Notes Shanghai, stated, “When we launched Notes Shanghai, our goal was to change how niche perfumery connects with the market by prioritizing artistic integrity over sheer volume.”
“Expanding this vision to Dubai is a natural evolution. By linking these two dynamic markets, we are creating a global axis that helps independent creators cross borders seamlessly.”
In addition, the launch responds to the meteoric rise of Middle Eastern perfumery and the global fragrance boom, with Beautyworld Middle East 2025 recently cementing Dubai’s position as the largest global trade platform for fragrance, spanning 22 halls and hosting over 2,500 exhibitors from more than 70 countries.
Messe Frankfurt is branding Notes Dubai as the worldwide hub for niche fragrance while honouring the Middle East’s deep relationship with scent, and maintaining that Notes Shanghai will continue to serve as Asia’s dedicated niche and artistic fragrance trade show.
Notes Dubai expects to accommodate 150 to 180 exhibitors, with organisers emphasising relevance and careful curation over traditional trade-show measures of size and quantity.
The initial two days of Notes Dubai will facilitate connections between distributors, retailers, and buyers with exhibiting niche fragrance brands, while the third day opens to general public attendance.
The exhibition will include a conference program featuring presentations from industry leaders and masterclasses conducted by master perfumers.
Messe Frankfurt identifies Dubai as the ideal location for the exhibition due to its rich fragrance heritage and standing as a bridge between Eastern and Western cultures.
The organisation notes that the Middle East’s luxury market is valued at USD 12.8 billion, with fragrance accounting for 49% of total luxury beauty expenditure, underscoring both the category’s cultural significance and commercial power.
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