Xiamen International Beauty Expo – Xiamen Beauty Fair

The Exhibition Value of the Xiamen Beauty Expo

• The Xiamen International Beauty Expo is one of the largest and most influential beauty industry events in Southern China. With deep roots in the beauty markets of South China, North China, and neighboring regions, and leveraging Xiamen’s unique geographical advantage as a gateway to the southeastern coast, it has become a central hub for connecting beauty industry resources across the Taiwan Strait and serving the East and South China markets. Organized by Shandong Meibo International Culture Communication Co., Ltd., the expo is held twice annually—spring and autumn—at the Xiamen International Convention and Exhibition Center. The autumn edition of 2025 set a record with an exhibition space of 20,000 square meters, 800 international-standard booths, and nearly 1,000 exhibitors, attracting over 50,000 professional visitors from both sides of the Taiwan Strait.
• The core value of participating lies in its platform‑driven ability to precisely connect beauty industry resources across the Taiwan Strait, combined with its strategic location that radiates into the southeastern market. Situated at the crossroads of East, North, and South China, Xiamen directly faces mature consumer markets in Fujian, Guangdong, Jiangxi, Zhejiang, and other provinces, which together account for more than 58% of the national beauty industry market share. By capitalizing on its “cross‑strait” geographic advantage, the expo serves as a pivotal nexus linking beauty resources from Taiwan, Hong Kong, and mainland China. In 2025, Taiwanese brands comprised 20% of all exhibitors; companies such as DR.WU and Petal Name have leveraged the Xiamen Free Trade Zone to implement a “front‑store, back‑factory” model. Exhibitors can seamlessly access resources across the three regions—finalizing collaborations with Taiwanese technical teams, expanding into Southeast Asian markets via Hong Kong channels, and integrating with Guangdong supply chains and Zhejiang e‑commerce ecosystems—creating a comprehensive, cross‑strait, north–south integrated value chain.
• The expo has established a one‑stop commercial platform covering the entire beauty industry value chain. Exhibits span professional beauty, daily chemical products, medical aesthetics, wellness and health care, nail and lash artistry, permanent makeup, women’s fashion and accessories, as well as supply chain solutions. The event features seven thematic sections: professional beauty, daily chemicals, major medical aesthetics, holistic health, imported products, overseas medical services, and supply chain. At the 2025 edition, light medical aesthetic devices accounted for 35% of the exhibits; Israel’s Alma Lasers signed contracts worth over RMB 20 million on-site for its Black Gold DPL super‑light photon technology. Meanwhile, domestic trendy brands like Florasis and Perfect Diary launched co‑branded “Dunhuang Flying Apsaras” makeup collections, driving a 200% increase in online sales through simultaneous Tmall livestreams. Concurrent with the expo, high‑profile events such as the Permanent Makeup Competition, Nail & Lash Artistry Contest, and Hairdressing Championship were held, with coverage by numerous leading media outlets, sparking viral online dissemination within the beauty industry.
• The expo aligns with three major industry trends—technology empowerment, efficacy‑driven skincare, and digital transformation—establishing itself as a showcase for innovative products and cutting‑edge concepts. At the 2025 edition, Huaxi Bio globally debuted its hyaluronic acid microneedle patch, boosting transdermal absorption efficiency by 300%; local Xiamen brand Kazoo introduced an AI‑powered skin‑type analyzer that generates real‑time skincare recommendations via a mini‑program, already gathering data from 500,000 users. In the smart device zone, the “AI Intelligent Agent Matrix” made a striking debut, enabling everything from precise skin‑condition analysis to intelligent customer‑segmentation and targeted marketing strategies, signaling a shift in beauty retail—from reliance on human expertise toward data‑driven operations. Meanwhile, demand for efficacy‑focused skincare continues to surge, with searches for products containing ingredients such as copper peptides and pro‑collagen increasing by 200% year over year, reflecting a growing consumer preference for personalized skincare solutions.
• For Chinese enterprises, this expo serves as a strategic gateway to expand into the southeastern market, connect with resources across the Taiwan Strait, and showcase their innovative capabilities. Leveraging Xiamen’s status as a cross‑border trade hub, the expo attracts numerous international companies, allowing domestic exhibitors to access global resources without traveling far, while also enabling overseas brands to swiftly enter the southern Chinese market. In 2025, the “Belt and Road” special zone drew 25% of buyers from Southeast Asia, and Fujian‑based Haini Group signed a RMB 120 million cross‑border e‑commerce cooperation agreement with the Indonesian Beauty Association. The expo introduced a dual‑channel “online + offline” empowerment model, utilizing the Jingzhan Digital Beauty Supply‑Demand Linkage Platform to provide real‑time updates on exhibitor activities, thereby broadening exhibitors’ outreach. Professional buyers who book in advance enjoy exclusive perks such as VIP shuttle services and accommodation subsidies, ensuring that every investment reaches the right potential customers.