Beijing International Beauty and Cosmetics Expo

The Exhibition Value of the Beijing International Beauty Expo (BJBE)

• The Largest and Longest‑Established Professional Beauty Industry Event in North China: Founded in 1997, the Beijing International Beauty & Cosmetics Expo is widely regarded as “the premier beauty trade show in North China” and ranks as the third largest specialized beauty industry event in China, following the Shanghai and Guangzhou Beauty Expos. Organized by the Beijing Hairdressing and Beauty Industry Association, the expo is held twice annually—spring and autumn—and has successfully convened over forty editions. Driven by rising consumer demand for premium beauty products, the growing popularity of technology‑driven beauty solutions, and the emergence of domestic brands, the event has become an industry‑recognized benchmark for the development of North China’s beauty sector and a pivotal platform for companies seeking to expand into the northern market.
• A One‑Stop Showcase Covering the Entire Industry Chain: The expo encompasses more than ten key sectors, including professional beauty, cosmetics, personal care, health and wellness, medical aesthetics and plastic surgery, nail and lash services, permanent makeup, beauty devices, postpartum recovery, packaging materials, and OEM/ODM. From global luxury brands to emerging domestic players, and from traditional skincare to cutting‑edge beauty technology, exhibitors can seamlessly integrate product presentations, brand exposure, and business negotiations within a single venue.
• Precise Access to Core Buyers and Distribution Channels Across North China and Beyond: Leveraging the robust consumer market of the Beijing–Tianjin–Hebei economic circle, the autumn 2025 edition brought together 760 exhibiting companies and attracted 67,000 professional visitors. The spring 2026 edition is expected to feature 760 exhibitors and draw 73,000 attendees. Visitor demographics span salon and spa purchasing decision‑makers, distributors, agents, e‑commerce buyers, and representatives from mass‑market retail chains—providing exhibitors with direct access to one of the most influential buyer groups in Northern China.
• Unique Value for Chinese Enterprises: Deepening Market Penetration in North China and Capitalizing on the Rise of Domestic Brands: As China’s national consumption hub, Beijing capitalizes on its strategic position as a major transportation nexus to serve the vast North China market. The expo serves as a critical platform for beauty companies to showcase proprietary technologies, connect with northern distribution channels, and secure market share in this dynamic region. At the autumn 2025 event, on‑site transaction value increased by 13.8% year over year, with many exhibitors reporting substantial order volumes. Domestic brands and innovative tech‑driven enterprises are leveraging this platform to accelerate their growth trajectory.
• A Vanguard for Technological Innovation and Industry Trends: Cutting‑edge beauty devices, efficacy‑focused skincare, minimally invasive aesthetic procedures, trendy “Guochao” cosmetics, and AI‑powered beauty solutions have emerged as key highlights at the expo. Both domestic and international companies present their latest technological breakthroughs, ranging from high‑end cosmetics and advanced beauty equipment to medical‑grade aesthetic products. Exhibitors can gain valuable insights into the industry’s evolving trends toward “technology‑driven, efficacy‑oriented, and precision‑based” approaches.
• In‑Depth Networking Through High‑Profile Forums and Industry Resources: Concurrent with the expo, numerous industry forums and technical exchange sessions address critical topics such as emerging trends in the beauty sector, advanced skin‑care techniques, and innovative store‑operation models. Exhibitors can promptly access vital information on policy developments, consumer trends, and technological innovations, enabling them to fully integrate into the broader North China beauty ecosystem.