Osstem Pharma targets Middle East dental care market at Beautyworld Dubai 2026

Osstem Pharma has set its sights on the Middle Eastern oral care market, making its debut at the region's largest beauty trade fair.

The company announced Thursday that it participated in Beautyworld Middle East 2026, held from Oct. 6 to 8 at the Dubai World Trade Centre in the UAE.

The event, one of the world's four major beauty and personal care trade fairs, drew more than 1,300 companies from 56 countries and attracted some 63,000 visitors.

Osstem Pharma set up a dedicated booth showcasing toothpaste, toothbrush and oral care kit lineups under its two flagship brands, Vussen and Osstem. The company highlighted Vussen28, a whitening toothpaste containing 2.8 percent hydrogen peroxide; Vussen C, a cavity-prevention toothpaste with a high fluoride concentration of 1,450 ppm; and Osstem Mint Ball D, a capsule-type breath-care product infused with vitamin D. The displays drew export consultations with more than 180 local buyers.

The company said it plans to use the fair as a springboard to build brand recognition across the six Gulf Cooperation Council member states, led by the UAE and Saudi Arabia, and aims to complete listings in major local health-and-beauty stores, large retail chains and e-commerce platforms by next year.

From that base, Osstem Pharma intends to expand into neighboring markets including Qatar, Kuwait and North Africa. The Middle East and Africa oral care market is estimated at around $4.28 billion this year and is projected to grow at an average annual rate of 5.73 percent, reaching $5.66 billion by 2031, according to a global market research firm.

"Vussen is a proven brand that surpassed cumulative sales of 25 million units between 2017 and 2025," a company official said. "We will leverage our differentiated, dentistry-based functionality to expand the presence of K-dental care in the Middle East and global markets."

Osstem Pharma said its broader strategy is to secure an early foothold in the fast-growing Middle Eastern premium dental market, capitalizing on the K-beauty wave spreading beyond skin care and cosmetics into functional oral care.