BEAUTY FAIR BRAZIL 2025
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BEAUTY FAIR BRAZIL 2025 - BOZLIN
Event Overview
Beauty Fair 2025 took place from September 6–9 at Expo Center Norte in São Paulo. It remains the largest beauty-industry trade show in the Americas, bringing together professionals from aesthetics, cosmetics, hair, nails, perfumes, and retail.
Scale & Attendance
1. About 500 exhibitors participated.
2. Visitors numbered in the hundreds of thousands (some sources list ~182,000).
3. There were many brands, both national and international, represented across products, services, equipment, and supplies.
BOZLIN Experience of Participating in The Exhibition
1. Strong Foot Traffic: Many attendees are interested in new product launches, live demonstrations, and talking with brand representatives.
2. Lots of Networking Opportunities: retailers, distributors, salon-owners, aestheticians, and beauty professionals were present.
3. Good Opportunity to Showcase Innovations: new packaging, new active ingredients, tools, and aesthetic equipment got strong attention.
What Went Well
1. In this Exhibition: BOZLIN's exhibits are mainly gel polish with EU & USA standard formula. Hot Sale of HEMA-free & TPO-free & HPMA-free for Builder Nail Gel, Cat Eye Gel, Color Gel, and Function Gel in the market.
2. High Quality: Strong interest in natural/botanical ingredients, HEMA-free, TPO-free, HPMA-free, Vegan, and HALAL.
3. The Layout and Zoning of The Show: (hair, skin, esthetics, retail, international section) helped visitors find what they were most interested in, which resulted in more qualified leads.
4. Media Presence/Visibility: Many attendees wanted to try, test, and see. Good product samples and demos paid off.
Challenges / Observations
1. Competition is Fierce: many exhibitors offering similar categories (haircare, skincare, equipment), so standing out requires strong branding or special promotions.
2. Logistics, Localization, and Regulatory Concerns Can Impact Costs: (imported items, shipping, customs), especially for non-Brazilian exhibitors.
3. Product Pricing Expectations: Brazilian market has its own expectations re: price vs value; high price or import premium may limit uptake without strong storytelling or clear benefits.
BOZLIN Business Outcomes
1. New Leads: BOZLIN connections made with local retailers and salon chains looking for either distribution partnerships or direct purchasing.
2. Longer-term Potential: After communicating and negotiating with some salon owners, wholesalers, internet celebrities, and manicurists, and testing our samples, we have obtained some order contracts. We hope that this exhibition will further deepen our cooperation.
3. Brand Exposure: Participation helped enhance BOZLIN awareness and profile among peers, media, and influencers. Looking forward to seeing you next time.