Hangzhou International Beauty Expo

From August 20 to 21, 2025, the 2025 CBE Hangzhou International Beauty Expo was successfully held at the Hangzhou International Expo Center. With the theme “New Arrivals in Golden Autumn,” the event spanned 40,000 square meters, bringing together over 1,000 cosmetic brands from 20 countries and regions worldwide, including 60% new‑entry brands, and attracting more than 50,000 professional buyers to attend and source.

A stellar lineup of exhibitors and groundbreaking product launches set the stage for a dynamic show. Leading brands such as Mao Geping, Caitang under Proya, Naturie, Oushiman, Lin Qingxuan, Kefumei, YouShiYan, Hongzhi, Harbin Pharmaceutical United Innovation, Miki, Jueshe, Bingxi, Chuangfukang, Hua Xizhao, AKF, Songchao, EHD, Rock Spring Day Letter, and Rock Zoo showcased their highly anticipated autumn collections. CARTELA’s cutting‑edge “Black Magnetic Makeup Family” sparked a wave of enthusiastic engagement, while Harbin Pharmaceutical United Innovation demonstrated its expertise with pharmaceutical‑grade post‑sun repair essence lotion and nano‑brightening spray. Meanwhile, Mao Geping collaborated with Palace Museum Cultural & Creative to unveil the sixth installment of its “Listening to the East” fragrance series, inspired by the concept of “Heavenly Round, Earthly Square” and adorned with motifs drawn from imperial artifacts—earning it the accolade of “a collectible fragrance.”

Innovative raw materials took center stage. The expo featured a dedicated “Raw Materials Zone,” hosting over 100 domestic and international suppliers and technology firms—including Givaudan, SILAB, Shanxi Jinbo, Keqin, Juyuan Bio—and showcasing a range of scientific breakthroughs that translated into immediate commercial opportunities. More than a dozen China‑specific raw material zones, such as the Zhejiang Eco‑Beauty Raw Materials Pavilion and the Xinjiang Specialty Ingredients Pavilion, highlighted the unique appeal of regional resources and the tangible results of R&D collaborations. Hurun Report, in partnership with Informa Markets, released the “2025 CBE·Hurun China Beauty Raw Materials Enterprises” ranking, recognizing 30 leading suppliers in the beauty ingredients sector.

International participation reached new heights, with Thailand making a striking debut. The Department of International Trade Promotion (DITP) of Thailand, in collaboration with the Commercial Section of the Royal Thai Consulate General in Shanghai, joined forces with CBE Hangzhou to present the “2025 CBE Thailand Beauty & Wellness Brands New Product Launch and Trade Matching Event,” featuring 19 premium Thai beauty and wellness brands. The event drew a steady stream of visitors eager to explore and engage in business discussions. Beauty brands from France, the United States, Australia, New Zealand, Japan, South Korea, and other nations also unveiled an array of distinctive new offerings.

A rich calendar of concurrent events offered over 60 specialized forums. Throughout the expo, more than 60 sessions spanning raw materials, technology, design, branding, distribution channels, retail, and cross‑border trade were held, featuring product launches and cutting‑edge industry dialogues. Forums such as the Color Cosmetics Innovation Summit, the Beauty Channel Conference, and the Influencer Networking Zone fostered deep connections between online and offline stakeholders. Many exhibitors sealed strategic partnerships on site—for instance, Lin Qingxuan signed strategic agreements with over 20 channel distributors, while Mumu Keshou entered into collaborative arrangements with more than 20 top‑tier CBE‑listed cosmetics chains. The next edition of the expo is scheduled to take place at the Hangzhou International Expo Center from September 10 to 11, 2026.