BEAUTY Düsseldorf 2025 - Between stability and change

For years, BEAUTY Düsseldorf has been regarded as one of the most important industry events for professional cosmetics, nail, foot, wellness and spa - and 2025 was no exception. From 28 to 30 March, the beauty industry once again gathered in the halls of Messe Düsseldorf. But this year was different - smaller, more compact and with noticeable changes.

One hall less, thematic concentration: the structure of the fair has changed. Several themed areas were grouped together in common halls, which seemed pleasantly clear to some visitors, but at the same time raised questions about the future direction. Is this already a sign of a creeping shrinkage or merely a clever adaptation to new trade fair requirements?

Clear focus on professionalism - with room for innovation

Despite the reduced exhibition space, BEAUTY Düsseldorf presented its usual high-quality content. Trade visitors, treatments, new products and a strong focus on dialogue characterised the event. The B2B character was clearly in the foreground, accompanied by numerous live demonstrations and presentations.

IQONIC was there this year together with CMD Naturkosmetik - and with great success. Our AI-supported skin analysis was not only very well received by the visitors, but also by our partner, who actively used the solution for consulting at the booth. The response was overwhelmingly positive - a strong indication of the relevance of digital tools in the consultancy context.

For whom is it (still) worthwhile?

In view of the changes, the question remains: for whom will it be worthwhile in future - and for whom not?

BEAUTY will continue to offer a high-quality setting for professional brands with a strong consultancy orientation and a clear focus on trade visitors. For other brands seeking direct contact with consumers or focusing on high visitor numbers, the added value could diminish in future.

BEAUTY Düsseldorf 2025 was therefore not only a place for dialogue but also a seismograph for changes in the industry. It will be exciting to see what happens next - but one thing is clear: those who present themselves with innovation and clarity will continue to have a strong presence here.