Speaking on the last day of the fair, Ms Regina Tsai, General Manager of Messe Frankfurt (HK) Ltd, Taiwan Branch, said: “We are proud that Messe Frankfurt has been able to come in and help take Beauty Expo to new heights in 2025 by introducing its B2B focus and international appeal. The expanded fair has solidified its position as the premier business platform and an economic driver for Taiwan's beauty industry, with numerous exhibitors, buyers, and fringe speakers providing positive testimonials. As beauty enthusiasts and professionals alike seek to elevate their offerings through innovation, this fair plays a vital role in shaping the future of beauty, fostering collaboration and inspiring new heights of creativity.”
A complete eco-system for beauty industry players
From cutting-edge skincare formulations to pioneering beauty equipment, the fair emphasised the need for continuous exploration and adaptation. Themed “Beauty by Innovation”, Beauty Expo 2025 successfully brought together industry leaders, brands, and beauty enthusiasts, showcasing an expansive range of products and services for salons, hotels, spas and retail businesses. Prominent brand buyers included Daiso, Kissme, Rohto, CosMed, Watsons, and Shiseido.
Across 11,142 sqm of exhibition space, visitors explored a diverse range of products and experiences, including skincare, cosmetics, personal care, spa and salon equipment, and wellness products. The fair’s popular product zones – Skincare, Makeup & Fragrance, Nail, Eyelash & Permanent Makeup, Hair Products & Salon, and OEM / ODM – highlighted the industry's latest breakthroughs, inspiring beauty businesses to stay ahead of the curve.
Emphasising the show's international scope and the growing industry in Asia, the fair featured three pavilions that highlighted the strengths of each country: China Pavilion, Japan Pavilion, and Korea Pavilion. Particularly notable was Lien Co from Japan, which utilises innovative ingredients such as enzyme to support the wellness of customers. Meanwhile, A-Bio from Korea presented its cutting-edge biotechnology along with a variety of products designed to enhance health and wellness. Additionally, many companies highlighted their exosome-based offerings, an emerging trend in the industry.
Many Taiwanese innovations also stood out, with advancements such as biotechnology breakthroughs presented by Chorus, natural ingredient innovations by Goosepear, and cutting-edge teeth whitening technology from Snow Shine Beauty, among many others.
The fringe programme, meanwhile, allowed for a rich exchange of ideas, positioning attendees at the forefront of the latest knowledge, technologies, and trends in the beauty sector, both in Taiwan and globally. A notable highlight was the APAC Beauty Industry Trend Forum, which gathered beauty professionals from Japan, Korea, and beyond to conduct expert discussions. Among other key events, awards presentations for makeup and hair artistry, and a manicure competition also fostered creativity onsite.
Exhibitors’ experiences
“This is our first overseas fair, and we chose Taiwan for its familiarity as a market. We are presenting our high-quality enzyme products and supplements that emphasise natural ingredients. Taiwanese customers have shown a strong appreciation for Japanese products. We've connected with potential partners, including pharmacies and department stores. Interestingly, while Japanese consumers seek moisturising solutions, visitors here are looking for diverse skincare options and nutritional supplements. Each day has brought a different mix of visitors, making this fair an enriching experience.”
Mr Subaru Toki, Director, Lien Co, Japan
“The fair’s focus has shifted this edition from a B2C to a B2B model, attracting more international participation from major companies in Japan, Korea, China, Malaysia, and Thailand. This increased emphasis is a positive change and indicates greater success than in previous years. Hosting the fair is important because it offers a platform for stakeholders to exchange ideas and stay informed with global industry standards, thereby elevating the quality of cosmetics and beauty care products in Taiwan.”
Mr Benson Hsieh, Chairman of Board for Taipei Cosmetics Industry Association, CEO of Healtdeva Manor, Taiwan
Visitors’ feedback
“We are a brand and manufacturer of false eyelashes and eye makeup products, participating in this fair for the first time to explore the Taiwanese market and find potential business partners. The event surpassed our expectations in size and attendance, highlighting significant market potential. Although the false eyelash market is well-established in Korea, with over 88% usage among women, it’s less popular in Taiwan. We hope to discover innovative products and this fair has provided a valuable platform to engage with a wide range of international exhibitors.”
Mr Jerry Yu, Division Director, Normmund Inc, Korea
“I work in the nail industry and attended the show to acquire nail and keratin products while exploring new market trends. The large number of exhibitors requires more time to visit, but I find it an excellent one-stop purchasing platform for my needs. Taiwan's nail industry remains popular despite fierce competition, and I believe it will continue to develop with ongoing innovations. Compared to past editions, this year's setup is more organised, particularly with the dedicated country pavilions, enhancing the international feel. I've enjoyed communicating with manufacturers to learn more about their products.”
Ms Huang Jialing, Manicurist, Ruiyan Beauty Salon, Taiwan
Fringe speakers’ insights
“The APAC Beauty Industry Trends Forum allowed us to share our beauty data solutions to a broader audience, since our clientele has primarily been in Japan and the US. Seminars like this are valuable for the industry, helping exhibitors stay updated on the latest trends in Asia’s rapidly evolving beauty market, driven by K-beauty, J-beauty, and social media's influence. Overall, this fair is well-organised, and I would definitely recommend it to friends and colleagues as a fantastic opportunity to reconnect with clients and meet new ones.”
Ms Lucie Shin, Chief Industry Analyst, Trendier.ai, Korea
“This forum is vital for connecting Taiwan's industry players with international trends. By learning from successful experts abroad, we can strengthen links between local companies and consumers, driving greater success for their high-quality products. This approach helps us align with global trends and improves decision-making in import and export. Currently, Taiwanese startups face the challenge of educating the market about the benefits of their products. Forums provide opportunities for meaningful interaction and collaboration, as personal connections foster a more impactful engagement than impersonal communication through online channels.”
Mr Tsai Feng-Chou, Chairman, Taiwan Aesthetic Medicine and Industry Organization, Taiwan
Click here to access more feedback from the show’s participants.
For more information about Beauty Expo in Taipei, please visit: www.beautyexpotaipei.com
Your contact:
Chiela Pun
Phone: +852 2230 9281
chiela.pun@hongkong.messefrankfurt.com
Messe Frankfurt (HK) Ltd
35/F, China Resources Building
26 Harbour Road, Wanchai, Hong Kong
www.messefrankfurt.com.hk
Background information on Messe Frankfurt
The Messe Frankfurt Group is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With a workforce of some 2,500* people at its headquarters in Frankfurt am Main and in 28 subsidiaries, it organises events around the world. Group sales in financial year 2024 were around € 780* million. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely knit global sales network, which covers around 180 countries in all regions of the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility and diversity.
For more information, please visit our website at: www.messefrankfurt.com/sustainability
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).
For more information, please visit our website at: www.messefrankfurt.com
*Preliminary figures 2024
Background information on Conzoom Circle
conzoom-circle.messefrankfurt.com/information
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