China Beauty Expo concludes in Shanghai with global participation

The 29th China Beauty Expo, or CBE, was held from May 12 to 14 at the Shanghai New International Expo Centre — located on Longyang Road in Shanghai's Pudong New Area.

As one of the three major exhibitions under this year's "First in Shanghai" initiative, the event attracted more than 3,200 cosmetics companies from over 40 countries and regions.

The expo featured over 10,000 beauty brands and 80,000 new products across 24 major categories and 119 subcategories. Global beauty giants such as L'Oreal and Shiseido showcased their latest innovations.

Leading Chinese brands like Proya, Chando and Bloomage Biotech highlighted the strength of domestic products, while rising names — including Guyu, Biohyalux and Dr. Alva — drew attention with fresh and creative offerings.

Country pavilions from France, Spain, Italy, Switzerland, Poland, Canada, Japan, South Korea and Thailand were also present. Alongside them were niche labels like Royal Perfumes from Dubai and clean beauty products from Northern Europe, reflecting a vibrant mix of global beauty trends.

On the first day, over 1,500 high-quality suppliers joined the expo, presenting more than 20,000 technology-driven products. Industry leaders like Cosmax, Intercos and Nox Bellcow demonstrated end-to-end innovations from raw materials to smart manufacturing.

The 10th International Cosmetic Technology Conference was held alongside the expo, featuring over 50 forums where scientists and ingredient enthusiasts shared their insights and connected scientific research with consumer needs.

Both on-site and online business channels were actively involved. Top beauty retail chains, agents and store owners were meeting in person, while e-commerce platforms, MCNs — influencer agencies called Multi-Channel Networks — and over 5,000 influencers took part in cross-platform sourcing and promotions.

International buying teams from more than 18 countries and regions — including France, Germany, the United States, Australia, Japan, South Korea and several Southeast Asian nations — were attending.

They came for trade negotiations and networking, making this year's global buyer turnout one of the biggest in CBE's history.