Beautyworld Japan Tokyo: Unparalleled Growth Since 1998

Since its debut in 1998, Beautyworld Japan Tokyo has grown exponentially with the trade event expanding to other cities in Japan. There are more exhibitors, categories and opportunities to learn as well as see the latest industry trends.

Here, Julia Uherek, vice president of consumer goods fairs at Messe Frankfurt, shares details about the event and how it differs from others in the market.

More from WWD

WWD: Who attends Beautyworld Japan Tokyo? And what are some of the categories presented?

Julia Uherek: Beautyworld Japan Tokyo welcomes decision makers from beauty and hair salons, wellness and spa institutions as well as salons, hotels and retail businesses from all areas of the beauty and wellness industry, mainly coming from Japan — one of the biggest beauty markets worldwide. The key product categories presented are aesthetics, cosmetics, hair, nail, eyelash, female care, skin care, and beauty equipment for professional salons.

WWD: And what can they expect to experience there?

J.U.: It’s Japan’s largest beauty trade fair with around 800 exhibitors from 10 countries and regions presenting the latest beauty trends for each product category. Visitors come to the show not only to look for new products and services but also to improve professional techniques and knowledge regarding business trends and management skills. In addition, both exhibitors and visitors can expect to expand their businesses and grow their network.

Julia Uherek, Messe Frankfurt
Julia Uherek

WWD: How does Beautyworld Japan Tokyo differ from other venues? What sets it apart?

J.U.: Beautyworld Japan Tokyo is the leading beauty event in terms of both venue size and number of visitors. Since its premiere in 1998 it has expanded its reach with sister events taking place not only in Tokyo, but in Osaka, Fukuoka and Nagoya as well. Each event additionally serves the respective regional markets in the country.

WWD: What are some of the beauty trends occurring in the region? Why is it one to watch?

J.U.: In the show, visitors can find a wide variety of made-in-Japan products that have a reputation for good quality worldwide. In addition, amidst a rise of societal interest regarding various issues in women’s life stages, the word “femtech” has been gradually spreading throughout Japan.

The fair’s “Fem more” zone provides products and services for women’s health and features the latest market trends and developments in the female care and femtech market. Furthermore, inner-beauty products such as enzyme drinks, supplements, tasty health foods and products specific to women’s well-being are also collecting attention.

WWD: When and where are the other Beautyworld trade shows in Japan and elsewhere?

J.U.:  Further shows in the Beautyworld worldwide network include:

  • Beautyworld Japan Nagoya, July 29-31, 2024, Portmesse Nagoya, Japan

  • Beautyworld Japan Osaka, Oct. 21-23, 2024, INTEX Osaka, Japan

  • Beautyworld Middle East, Oct. 28-30, 2024, Dubai International Convention & Exhibition Centre, UAE

  • Beautyworld Central Asia licensed to LLC BMC-LLP, Nov. 21-23, 2024, Central Asian Expo (CAEx), Tashkent, Uzbekistan

  • Beautyworld Japan Fukuoka, Feb. 3-5, 2025, Marine Messe Fukuoka, Japan

  • Beautyworld Saudi Arabia licensed to 1st Arabia Tradeshows & Conferences, April 21 to 23, 2025, Riyadh International Convention & Exhibition Centre, Saudi Arabia

Best of WWD