The Middle East is today one of the most dynamic markets worldwide for the luxury sector, particularly in beauty and fashion. High-end fragrances, cosmetics, and fashion accessories find here a sophisticated audience, with growth rates that continue to outpace the global average.
In this context, Beautyworld Middle East Dubai (27–29 October 2025) — a landmark event that brings together industry professionals and serves as a platform to understand growth trends — is the ideal stage to introduce ISEM EGISA Middle East: the new commercial identity of ISEM Packaging Group and EGISA in the region, born from the union of two complementary stories that strengthen the Group’s European leadership in luxury packaging.
ISEM EGISA Middle East marks a key milestone in the evolution of ISEM Packaging Group. Through the strategic integration of EGISA — a Spanish company with over 60 years of expertise in premium folding cartons and more than 25 years of commercial activity in the area — the Group proudly becomes the first European packaging company with a permanent presence in the Middle East, reinforcing its long-term commitment to clients.
The roots of an international project
Understanding the market and adapting strategies, products, and marketing to the cultural and socio-demographic nuances of the area is essential for European companies expanding in the Middle East. Local heritage, as well as purchasing habits — with 78% of sales still taking place in physical stores, making the product and packaging experience even more critical — must be carefully taken into account.
This is confirmed by Yaser Daadouch, General Manager and a key figure at the Dubai commercial office of ISEM EGISA Middle East. He joined the Group in 2022 after meeting Francesco Pintucci, CEO of ISEM Packaging Group, in Dubai, and quickly identified the opportunity to create a solid bridge between Europe and the Middle East. “From the very beginning it was clear how essential it was to have a local presence that truly understands the culture and business environment” he explains. “My focus has been to position Dubai as the hub where European luxury packaging expertise meets the ambition and growth of Middle Eastern brands. This has meant building close relationships with leading fragrance and beauty houses, while also opening doors to new partnerships.”
Opening the Dubai office, he stresses, was much more than a logistical step: “The first move was to listen carefully to clients and avoid a one-size-fits-all approach. We began with fragrances — the heart of the beauty industry here — and then expanded into cosmetics and high-end fashion accessories, always focusing on premium, tailor-made solutions. Establishing the office was about creating a trusted platform that demonstrates our long-term commitment.”
In just three years, this strategy has borne fruit: “We have gone from being a promising new presence to becoming a recognized strategic partner for many luxury brands. Clients value that we are not only delivering packaging but building solutions and relationships that last. The integration with EGISA has been decisive: their expertise in folding cartons perfectly complement ISEM’s strengths in rigid boxes and innovation. Together, we now offer a wider, more innovative, and more sustainable portfolio — positioning us as the first European luxury packaging group with both deep roots and a stable base in the Middle East.”
Looking ahead, Yaser emphasizes the central role packaging plays in this market: “Luxury packaging here is far more than protection — it is part of the product itself, a symbol of status, creativity, and innovation. Consumers expect packaging to tell a story, elevate the brand, and deliver a complete experience. That is why participating in Beautyworld under our new ISEM EGISA Middle East identity is such a milestone: it allows us to present our united strengths, reaffirm our long-term commitment, and mark the beginning of the next chapter of our journey.”
From vision to growth: 25 years of EGISA expertise in the Middle East
According to the McKinsey State of Fashion Report 2023, the Middle East and Africa (ME&A) represent the fastest-growing area globally, with forecasts of over 10% annual growth in the luxury sector.
Growth is particularly strong in high-end beauty categories: fragrances and skincare are expected to post a compound annual growth rate (CAGR) of 11% and 12% respectively through 2027, with retail sales exceeding USD 47 billion. These categories are crucial for the luxury packaging industry, where packaging is not merely a covering but an integral part of the product’s value and customer experience. In a market that seeks status symbols and packaging as true works of art, innovation and aesthetics become decisive competitive factors.
This growth outlook, however, was already foreseen two decades ago. Ignacio Labori — Area Manager and a cornerstone of EGISA — understood that the Middle East would become a place where the excellence of European luxury packaging could truly make a difference. Since the late 1990s, the Spanish company has been exporting folding cartons and luxury packaging to the area, building long-lasting relationships with leading clients. Ignacio’s recent and sudden passing leaves a profound void, but also an important legacy: his pioneering vision — which we revisit today with Carlos Labori, CEO of EGISA and Ignacio’s brother — paved the way for a journey that now converges into the new identity of ISEM EGISA Middle East. “Ignacio had the foresight, over 25 years ago, to see the Middle East as a natural home for luxury.” – Carlos recalls – “While the region was still new to many European companies, he believed EGISA could grow here by listening carefully, respecting local culture, and bringing our craft to meet the market’s high standards.”
For Ignacio, this project was more than business: “It was a true passion. He dreamed of connecting European know-how with the Middle East’s deep appreciation for refinement. That vision became a guiding force for EGISA and still shapes how we approach luxury today.”
Thanks to this spirit, EGISA has built strong and lasting relationships: “Trust and respect are the foundation. We have always treated clients as partners, not transactions. By being consistent, transparent, and adaptable, we have built relationships that last decades and grow stronger over time.”
Today, this legacy joins the more recent yet strategic physical presence of ISEM Packaging Group in Dubai, giving life to ISEM EGISA Middle East. “This new identity unites EGISA’s heritage with the strong presence of ISEM Packaging Group in Dubai,” Carlos concludes. “Together we bring legacy, innovation, and scale — a unique synergy that positions us to shape the future of luxury packaging with creativity, sustainability, and agility.”
Heritage and future: the ISEM EGISA Middle East strategy
All projections confirm the central role of the Middle East for international brands. For packaging, this translates into new opportunities: brands are looking for partners able to deliver innovation, refined aesthetics, and sustainable processes, while at the same time ensuring efficiency and speed to market.
With the creation of ISEM EGISA Middle East, ISEM Packaging Group and EGISA address these needs by consolidating their strengths, the specialized and shared heritage of the Group’s companies, and their ambition to stand alongside local brands as a strategic partner in luxury packaging — offering:
- European manufacturing excellence.
- In-depth knowledge of the Middle Eastern luxury market.
- A stable commercial presence through the Dubai office.
- A comprehensive portfolio of tailor-made, high-impact, and sustainable solutions.
Yet this identity also marks the beginning of a new chapter, driven by an ambitious vision for growth, as emphasized by Francesco Pintucci – CEO of ISEM Packaging Group.
“ISEM EGISA Middle East is a pioneering company in embracing Middle Eastern culture and believing in the great potential of the ME&A market,” explains Pintucci. “Our goal is to bridge the gap between the ability to create beauty — typical of Italy and Spain — and a culture that loves beauty and knows how to dream of it.”
As Yaser Daadouch noted earlier, the Group is already recognized as a strategic partner for many leading luxury clients. For Pintucci, the next step is clear: “We must aspire to be, also in the ME&A market, the leading industrial group capable of supporting our customers at 360°, combining the highest standards of quality, innovation, and service with a strong ESG commitment.”
This long-term vision also includes a roadmap for growth: “In 2022, I recognized the market’s great potential and immediately shared my strategy with Yaser: to start with a commercial subsidiary and, in the medium to long term, launch a manufacturing company to strengthen our partnerships and fully capitalize on the development of this wonderful market.”
But the Group’s distinctive strength lies not only in its expansion plans, but also in the unique value it delivers. “ISEM Packaging Group, including ISEM EGISA Middle East, is unique in the world because it provides integrated, full-service solutions — from rigid boxes and folding cartons to satin paper, cotton dust bags, and co-packing services — for blue-chip luxury clients. Our unique vision is our competitive and distinguishing factor.” Pintucci continues.
“Certified as a Benefit Corporation, B-Corp, and with an EcoVadis Gold rating, ISEM integrates ESG principles, sustainability, social impact, and full traceability into every process. Combining artisanal expertise with industrial scale, ISEM creates distinctive, high-value packaging that strengthens brand identity and confirms its role as a reliable partner for leading global luxury clients.”
A formula already well-established
The Group’s know-how translates into projects — such as the latest creations for prestigious fragrance and cosmetics brands — that resonate both in Europe and in the Middle East. In this market, consumers are showing growing sensitivity to aesthetics and sustainability, appreciating brilliant and tactile finishes — pink glitter, brushed gold, metallic effects — achieved without plastic, thanks to the use of eco glitter, cold foil and FSC-certified boards.
The result is a form of luxury that is conscious, captivating, and innovative: perfectly aligned with the expectations of a sophisticated and evolving market, as well as with the Group’s vision of premium “Made in Europe” packaging.
Next Stop: Beautyworld Middle East Dubai
The story of ISEM EGISA Middle East is built on solid roots, on people who believed in the potential of this market, and on a shared vision that looks ahead. It is a story of memory, continuity, and perspective — paying tribute to those who paved the way, and those who imagine and walk that path every day with vision, passion and dedication.
Today, with a new identity and a strengthened presence, the Group is ready to write the next chapter in the Middle East, alongside brands that look to packaging as a strategic ally to express their excellence.
The first opportunity to discover all of this will be at Beautyworld Middle East Dubai – Prestige Pack – Hall 1, Booth H10. We look forward to welcoming you.
