BEAUTY DÜSSELDORF asserts itself as the leading
event for cosmetics professionals
Positive mood and high willingness to buy among visitors

Focus on networking and continuous education

After three days full of conversations, good sales results and a packed lineup of side events, Germany’s leading trade fair BEAUTY DÜSSELDORFlooks back on a successful edition. From 22 to 24 March 2024 over 1,200
exhibitors and brands from 36 countries presented a broad spectrum ofservices and products as well as the latest trends in the professional beauty
industry in exhibition halls 9 to 12. 44,000 trade visitors from 76 countries
came to Düsseldorf to discover the extensive ranges in the segments
Cosmetics, Nail, Foot, Wellness & Spa on site. With all this, BEAUTY
confirmed its role as a key national trade meeting point for the sector. “Inview of the challenging market situation the constant number of exhibitors
and visitors at BEAUTY reflects just how important encounters and dialogue
are for the industry,” says Hannes Niemann, Director of BEAUTY.
PMU in focus and new award for the podiatry sector
A special highlight this year was the enlarged Permanent Beauty Area,
which provided a deep dive into the latest Permanent Make-Up techniques
and trends complete with live demonstrations, exhibitions, an award
ceremony and lectures. Professionalisation is a key buzzword in theBEAUTY industry and especially so in the growth market of Permanent
Make-up; which is why the PMU area was put on an even broader basis toensure professional-driven knowledge transfer and more transparency andneutrality. This went down very well with the audience.
Celebrating a premiere, the FUSS AWARD (foot award) initiated by theindustry associations, experts and manufacturers recognised outstanding
performance in podiatry and pedicure for the first time. Simeon Ruck,
General Manager at HELLMUT RUCK GmbH, stresses: “The Award has
been a matter close to my heart for many years and is so important for ourfoot sector because it offers a unique opportunity to present this profession
so much more authentically and to emphasise its performance for the goodof feet.”/1Plenty of room for continuous education, top performances andnetworking
The five sector stages – which offered a varied, practice-oriented supporting
programme with over 140 events and, hence, extensive continuous
education possibilities in the areas of SKIN, NAILS, FEET, PMU and beauty
business – were all very well attended. The colourful line-up of events atthe Meeting Point with its exciting competition finals, award ceremonies andtalks, again made for a dynamic and inspiring atmosphere. Special
moments came care of the presentation of the Golden Mask for Make-Up
Artistry to Loni Baur, the BEAUTY TALK with Amira Pocher as well as thecontests and award ceremonies of the EUROPEAN MAKE-UP AWARDSand NAILYMPIA Germany. For Nailympia Germany, held in Düsseldorf for
the third time now, 79 contestants travelled from 24 countries and sevencontinents to Düsseldorf to give proof of their skills and creativity in a totalof 18 categories. Summing up, a thrilled organiser Stefanie Lo Re ofSignature Nail International said: “Nailympia Germany 2024 has again
exceeded my expectations in every aspect.”
The partners of BEAUTY DÜSSELDORF also arrived at a positive verdict:Alexander Drusio, Chairman of the Association Cosmetic Professional e.V.
(VCP), sums up: “We look with joy at this year’s BEAUTY and the interest
people take in professional cosmetics. We enjoyed three inspiring days ofexchange and innovation that confirm how indispensable personalencounters are for development and growth. The exhibitors’ commitment
and the quality of the programme formed an accomplished setting for allparticipants. The positive general mood among visitors confirmed theresilience of professional cosmetics despite many challenges.”“For years now we have held good conversations with members, speakers,partners and the trade audience in a pleasant atmosphere in ourcommunication area at the podo Deutschland exhibition stand,” says Jens
Wittig, Deputy Chairman and Managing Board Member of the Germany
Podiatry Association (ZFD).
Trend show between naturalness and perfection
This year, the beauty trends continue to be caught between the two
extremes of naturalness and conscious consumption, on the one hand,/2which is reflected by the demand for product transparency and harmless
ingredients, and the aspiration for perfection, on the other hand. The latter
is manifested in a combination of medical and cosmetic treatments
expected to produce visible results instantly. Furthermore, the “skinification”
of hair and body care products moves into focus. This is a trend where suchingredients as hyaluronic acid and niacinamide, traditionally used in skincare, are now increasingly used in hair care products to promote hair andscalp health. Additionally, the industry is also driven by digitalisation –especially when it comes to reaching out to a younger clientele.
The next BEAUTY DÜSSELDORF will be held from Friday to Sunday,
28 to 30 March 2025.

Press contact:
Yvonne Manleitner, Caroline Herbertz, Theresa Oswald
Tel.: 0211/4560-577/-7141/-153
ManleitnerY@messe-duesseldorf.de
HerbertzC@messe-duesseldorf.de
OswaldT@messe-duesseldorf.deMarch 2024/3