Osstem Pharma made waves at the Global Beauty Expo in Dubai, United Arab Emirates (UAE), showcasing their premium oral care line as they set their sights on conquering the Middle East and North African markets.
The company announced on Thursday that they had dazzled attendees at Beautyworld Middle East 2026, held at the Dubai World Trade Center from October 6-8.
Beautyworld Dubai is the crème de la crème of business-to-business (B2B) beauty and personal care expos in the MENA region. This year’s event was a showstopper, with over 1,300 companies from 56 countries drawing in a whopping 63,000 visitors.
Osstem Pharma’s booth was a hotspot, featuring their star-studded lineup from premium oral care brands Vussen and Osstem – think toothpaste, toothbrushes, and mouthwash kits that’ll make your dentist swoon.
Their crown jewel, Vussen28, is a teeth-whitening toothpaste packing a punch with 2.8% hydrogen peroxide. It’s no wonder it’s snagged the Olive Young Awards for oral aftercare and dental care two years running. They also flaunted VussenC, a cavity-fighting superhero loaded with 1,450 ppm fluoride.
And let’s not forget Osstem Mint Ball D, their capsule sensation designed to kick bad breath to the curb while giving you a vitamin D boost.
The Osstem Pharma booth was buzzing, with over 180 buyer companies dropping by. Some serious business went down, with talks of product types, order quantities, and prices flying around.
The Middle East and Africa are waking up to oral hygiene in a big way, and the demand for premium products is skyrocketing. According to industry insiders, this market’s set to hit a jaw-dropping 4.28 billion USD this year and could balloon to 5.66 billion USD by 2031.
Here’s the kicker: oral care products that pack a functional punch – we’re talking teeth whitening and cavity prevention – are breaking out of the everyday essentials aisle and making a splash in the beauty and personal care market. Osstem Pharma’s game plan? Woo local consumers and distributors with their dental tech-powered premium products.
Post-expo, Osstem Pharma’s mission is clear: boost brand recognition in the six Gulf Cooperation Council (GCC) countries, including the UAE and Saudi Arabia, and lock down some local distribution partners.
By next year, they’re gunning to get their products on the shelves of major local health and beauty stores, big-name retail channels, and e-commerce platforms. From there, it’s world domination – or at least expansion into Qatar, Kuwait, and North Africa.
An Osstem Pharma spokesperson boasted that Vussen’s been crushing it, with 25 million toothpaste units sold from 2017 to 2025. It’s not stopping there – it’s taking K-dental care global, starting with the Middle East, thanks to the cutting-edge functionality and dental expertise.
As if that wasn’t impressive enough, Osstem Pharma’s already exporting their oral care goodies to 41 countries, including China, Russia, the U.S., Japan, Mexico, and Taiwan. Talk about a world tour for your teeth!
