Fresha x Kochi Faraj: Elevating Men’s Grooming at Beautyworld ME

Beautyworld Middle East just wrapped up, and this year, it continued to set the benchmark for beauty and wellness innovation, uniting more than 2,400 exhibitors and 70,000 visitors under one roof. The event served as a gateway to business growth, networking, and marketing insight, and this year’s event reinforced why it’s a must-attend for industry leaders and ambitious entrepreneurs.

As the beauty sector in the Middle East continues to rapidly expand, the event offered an essential space for professionals to connect, collaborate, and discover new ways to elevate their craft and brand. While we were there, we were able to engage with thousands of visitors eager to discover how technology is shaping the way salons, spas, and barbershops operate today. Demonstrations of smart booking, integrated payments, and intuitive client management gave beauty professionals a hands-on experience of what’s possible with Fresha.

And beyond the booth, the spotlight was on Kochi Faraj, founder of Kochi Dubai and a Fresha Ambassador, as he led an on-stage masterclass exploring artistry, precision, and the evolution of modern men’s grooming. Kochi’s live workshop drew a crowd of barbers, stylists, and grooming enthusiasts eager to learn from one of Dubai’s most respected industry professionals. Speaking about his journey and philosophy, Kochi shared insights with us that resonated across the industry:

“It began as passion, not a plan. Over the years, that passion turned into a career. I’ve always been driven by the idea of giving people confidence through a haircut.”

He spoke candidly about balancing creativity with business and how Fresha supports him in delivering structure and freedom to focus on his craft. “Structure gives freedom. Fresha helps me keep everything organized, from bookings to payments, so I can focus on creativity and clients.” His commitment to mentoring the next generation of barbers was also evident. “Sharing knowledge is part of growth. If I can inspire even one barber to take their craft more seriously, that’s impact.”



As Kochi highlighted during his masterclass, men’s grooming has evolved into a holistic lifestyle movement. “Men today care more about details. Not just the haircut, but the overall look: hair, skin, and style. Grooming isn’t a luxury anymore; it’s part of self-respect.” This mindset perfectly aligns with Fresha’s mission to empower professionals who are redefining standards in beauty and wellness, combining creativity, technology, and community to build the next generation of businesses.

Beautyworld Middle East 2025 underscored the energy and innovation shaping the future of the hairdressing industry. For Fresha, it was more than an exhibition; it was a celebration of exactly why we’re in the industry: entrepreneurship, artistry, and empowerment.

As Kochi summed it up best, “Tradition gives soul, innovation gives progress.”