Beautyworld, celebrating its 25th anniversary, is organized by Messe Frankfurt and serves as a beauty industry vanguard event across several key markets, including Dubai, Riyadh, Tokyo, Osaka, Fukuoka and Nagoya.

For brands, the events are presented as the “ultimate immersive experience where exhibitors, partners and buyers convene” while setting the pace “for the next wave of beauty trends, innovations and lifestyle products for beauty professionals,” organizers said.

The product groups showcased include fragrances, cosmetics and skin care, personal care and hygiene, natural and organic, hair, nail and salon supplies along with machinery, packaging, raw materials and contract manufacturing. Messe Frankfurt said “Natural & Organic” and “Beauty Tech” are the latest additions and increases the fair’s B2B offerings.

Organizers said the exhibitions “offer extensive seminar programs highlighting the latest techniques, management know-how, beauty trends and advanced technology.”

Julia Uherek, vice president of consumer goods fairs at Messe Frankfurt Exhibition GmbH, said, “Our events are aimed at the full supply chain of the industry, from manufacturing and distribution to wholesale, retail, hotels, spas, salons and professional beauty education. Demand in the beauty industry is expected to grow even amid volatile markets. Messe Frankfurt, as the perfect trade fair partner, offers industry players customized platforms in some of the biggest beauty markets worldwide to tap into this unique potential and enhance global growth.”

Here, Uherek, discusses the events, what attendees can experience and the evolution of Beautyworld as well as where it is headed.

WWD: What was the impetus behind launching Beautyworld 25 years ago?

Julia Uherek: Originally, the beauty industry and its products have been an integral part of the spring fairs in Frankfurt for a long time, and with retail becoming more specialized, the brand Beautyworld was established in Frankfurt starting from the end of the 1990s. The fair expanded in time to other international markets and established itself firmly as the leading platform for the beauty industry and its trade in Japan, with four annual regional shows [Tokyo, Osaka, Fukuoka and Nagoya] and the Middle East [Dubai and Riyadh].

WWD: Who attends?

J.U.: All events are aimed at operators and staff of beauty and hairdressing salons, nail studios, hotels, spas, the retail and wholesale trade as well as students and staff of professional beauty education institutions or professional beauty academies. International key players from around the world show products and services that cover the entire value chain in the industry, from fragrance compounds and finished fragrances to cosmetics and skincare, personal care and hygiene, hair, nail and salon supplies as well as OEM, machinery, packaging, raw materials and contract manufacturing.

WWD: What were some of the key milestones and highlights of the event?

J.U.: For more than 25 years, Messe Frankfurt has been holding international trade fairs under the Beautyworld brand to provide all-encompassing business platforms to the beauty industry in now six locations, namely Dubai and Riyadh as well as Tokyo, Osaka, Fukuoka and Nagoya. Running since 2002, Beautyworld Middle East in Dubai is the largest international beauty trade fair in its region and one of the largest trade fairs of the entire global industry. Additionally, and with the Kingdom of Saudi Arabia being an important growth market for beauty and wellness in the Middle Eastern region, Beautyworld Saudi Arabia licensed to 1st Arabia Trade Shows & Conferences was launched in 2018.

With Japan being the third largest cosmetic market worldwide, Messe Frankfurt offers trade fairs in the four most populated regions of the country. Since its première in 1998, Beautyworld Japan Tokyo has been distinguished by a growing product spectrum and a high number of visitors. It is acknowledged as the key event for the Japanese cosmetics market. Beautyworld Japan Osaka made its debut in October 2006 and since then is aimed at all professionals from the beauty sector in Western Japan. Launched in 2014, Beautyworld Fukuoka has established itself as the leading beauty event in the Kyushu region. This year, the Beautyworld brand expanded within Japan and premiered in Nagoya in [this] summer. With this edition, Beautyworld opened a new chapter for the industry in the Chubu region.

WWD: How has the show(s) evolved?

J.U.: Nowadays, Beautyworld Middle East in Dubai is one of the largest trade fairs of the entire worldwide industry expecting more than 1,600 exhibitors for the upcoming edition at the end of October 2023. Beautyworld Saudi Arabia licensed to 1st Arabia Trade Shows & Conferences additionally covers the specific market in the Kingdom of Saudi Arabia.

In 2023, the 25th Beautyworld Japan Tokyo showed an impressive growth of 21 percent in visitor numbers compared to the previous year (2022: 59,047 visitors) and with 831 exhibitors another record number. Three additional annual events cover the specific regions, namely being held in Osaka, Fukuoka and since 2023, Nagoya.

WWD: What do attendees expect when they attend? Are there workshops, speakers and networking opportunities?

J.U.: For professionals in the beauty industry, Beautyworld trade fairs are the ideal regionally adapted platforms to discover exciting new products and spot the latest trends in their industry sector. All events have a comprehensive fringe program with seminars, conferences and manifold networking opportunities. The fringe program is always instructive, entertaining and immersive. The Beautyworld trade shows encompass all facets of the beauty industry. At the Esthetic Stage in Tokyo, for example, beauty professionals find practical advice on the latest techniques, on skin care and well-being. The Hair & Nail Stage at the 2023 Tokyo edition, for example, held a hair style contest hosted by Barberella by BROSH, a popular Japanese barbers’ competition for female professionals.

With the landmark 25th edition in Tokyo and catering to the evolving demands in the beauty industry, two new themed stages were added, complementing the existing product zones. The “Fem more” area featured a host of seminars including the latest information on the femtech market and provided products and services for women’s health. The “Tasty” zone presented foods and seasonings for salon owners and buyers who aim to offer sustainable and healthy diets to their customers. Moreover, popular eyelash and eyebrow grooming techniques for hairdressers, technicians and salon owners are also featured in specialized workshops. Visitors learn about head spa techniques, ladies updo hairstyles and dyeing tips.

For nail technicians, the well-established Japan Nailist Association JNA presents various seminars in selected Japanese Beautyworld trade fairs, offering guidance on certification exams. For salon managers and related professionals, also business trends and management skills are important subjects for attendees to learn about at the trade fairs.

The upcoming Beautyworld Middle East will — beyond specific product zones — feature the Next in Beauty Conference, which will bring fresh thinking, new insights and elevated business strategies to the fore. The respective sessions will span across all event days, focusing on crucial topics including innovation, market trends and the business landscape in the Middle East.

Quintessence — the art of perfume is the exclusive platform devoted to niche fragrances. Some of the world’s most unique brands and creators will showcase their products in a bespoke, luxurious environment, befitting the stature of these magnificent creations. The Beautyworld Middle East Awards 2023 celebrates the very best of the beauty industry, from innovative products and cutting-edge technologies to exceptional brands and talented individuals. There is many more seminar and networking opportunities to discover.

WWD: What role does Beautyworld play regarding the industry’s sustainability, technology and innovation efforts?

J.U.: Beautyworld is championing these efforts by ensuring visitors and exhibitors have access to education and inspiration at each and every show. Through specifically tailored conference sessions on topics like sustainable sourcing, regulatory strategies, digital transformation, innovation and technology trends and even diversity and inclusion, the Beautyworld trade shows bring insightful expertise from across the globe to the stage.

Depending on the markets, Beautyworld takes an important role in ensuring a socially, environmentally and health-related responsible development of the beauty industry. In Japan, for example, Femcare and Femtec are fields of development that are promoted by the government and that are thus actively developed and fostered. In the Japanese markets, Beautyworld trade fairs are distinguished points of knowledge about the country-specific Medical Practitioners Law, Pharmaceutical Affairs Law and other laws that are essential for the beauty business and which exhibitors and visitors can learn about in seminars. Against this backdrop, Beautyworld Japan trade fairs take responsibility in the evolution of a beauty industry that offers sustainable, health-related and future-oriented solutions to all players in the market.

In Dubai, Beautyworld curates the show floor to segment not only by product type, but also specific themes. For example, Clean + Conscious is a showcase of selected brands committed to making a difference to both people and the planet with core values in sustainability, inclusivity, ethical sourcing and production and social impact. The Beauty Tech segment is where attendees can discover new, innovative and tech-driven products and solutions shaking up the industry.

And in some of the show’s features and experiences Beautyworld also adopts the latest innovations. Shining examples are this year’s Emovation Lab in partnership with Anfasic Dokhoon, which allows attendees to craft their own fragrances based on their emotions, and the Signature Scent competition will see the adoption of the latest technology from AirParfum for participants to smell and vote for their favorite fragrance.

WWD: What is the “Conscious Brand of the Year”?

J.U.: In synergy with the Clean + Conscious segment at Beautyworld Middle East, the Conscious Brand of the Year was created as an integral part of the Beautyworld Middle East Awards established in 2021. The award takes account of the increasing importance of sustainably sourced and produced consumer goods. Accordingly, it recognizes a brand that demonstrates exceptional commitment to sustainability, ethical practices and social responsibility. In short: The laureate epitomizes the industry’s shift toward conscious beauty practices. What does this mean? The winning brand demonstrates a clear mission and vision for sustainable and ethical beauty, as well as a commitment to transparency and accountability in its practices. The brand should use safe, sustainable and ethically sourced ingredients, packaging and manufacturing processes, or support fair trade and community empowerment initiatives. The Conscious Brand of the Year award acknowledges beauty brands that strive to create products and services that not only make people look good but also do good for the planet and its people.

WWD: How do you see Beautyworld evolving from here?

J.U.: All Beautyworld events closely monitor its specific market and respective demands. Based upon this, new trends and tendencies are vetted and are taken into consideration for establishing new product group categories on the upcoming trade fairs. As an example, the 25th edition of Beautyworld Japan Tokyo added Femcare as a new product zone, where exhibitors can interact with their target groups and present products and services for women’s health.

Beautyworld Middle East, taking place from Oct. 30 to Nov. 1, will introduce the new universe in premium packaging: Prestigepack. An exclusive space, designed to showcase a curated selection of companies demonstrating innovation, creativity and quality in packaging solutions for the beauty industry. Beautyworld as a brand is continuously looking at new opportunities be it new concepts, co-operations or markets that serve the needs of the global beauty industry.