By showcasing a broad international spectrum, Beautyworld Japan Tokyo 2025 underlined its role as a leading business hub for region-specific beauty innovations. Across the fairground, domestic and international visitors tested demonstration equipment and the latest products, connecting with exhibitors at their booths and in lounges set up for business dialogue. Alongside the strong contingent of Japanese exhibitors, overseas suppliers presented the latest products and trends that utilise the features of each region. Pavilions from China, Korea, Latvia and Poland joined the show, as did standalone exhibitors from 21 countries and regions including Egypt, Hong Kong, India, Singapore, Switzerland, Taiwan and the US.
Exhibitor success highlights strategic impact of new zones
Positive exhibitor feedback underscores the strong appeal of the new zoning for all trade show participants and underlines Beautyworld Japan Tokyo’s role as a catalyst for targeted business development for both exhibitors and visitors. Exhibiting at the fair since 2007, Grazia Co Ltd decided to expand its booth space into three zones: Cosmetics, Clinic Care and Fitness + Beauty. CEO Mr Ayumi Nandai said: “We decided to exhibit in three different zones for different products, as we started a yoga school and also sell doctors’ cosmetics. Categorised zoning helped with targeting visitors, and we were able to effectively approach and connect with target buyers from each industry.”
The high B2B lead quality opens growth potential across adjacent verticals such as medical care: Exhibiting in the Wellness + Beauty zone, SPIC Corporation exceeded expectations in B2B matchmaking. “We are likely to exceed our target of 210 business meetings with salon-related companies and owners that we had hoped to do business with,” said Mr Kazutaka Sato of SPIC Corporation. “Furthermore, we have many customers in the medical sector, therefore we would additionally like to consider exhibiting in the Clinic Care zone next time.”
It was not only long-term exhibitors satisfied with the outcome of the show. Showcasing in the Eyelash zone, first-time exhibitor Ms Rina Sato, President of Ri's Inc, said: “We sold twice as many products as we expected. We decided to exhibit in one place to improve our brand awareness. As a result, besides proposals from domestic visitors, we also made connections with international visitors and other exhibitors, allowing us to improve our future business development.”
After organising the First Editions area – which showcased an exclusive selection of European cosmetic products – Ms Valerie Kaminov, Founder & Managing Director of International Luxury Brand Consultancy, praised the overall positioning and business culture of the fair: “Beautyworld Japan Tokyo is definitely one of the leading B2B shows for beauty in the world. The standard and diversity of the exhibitors, the quality of the visitors and the professionalism is notable. The beauty industry needs more shows like this one where commerce meets creativity and business is considered with great respect. I would highly recommend it to beauty brands as well as distributors and buyers who are looking to develop their business.”
High-value learning: Knowledge transfer meets hands-on experience
Meanwhile, the fair’s fringe programme introduced the latest trends and techniques across 48 seminars and demonstrations. Various salon management tips were presented at Esthetics Stage and Hair & Nail Stage, with the programme also utilising two new venues: The Workshop Area hosted yoga and Pilates workouts, while the Clinic Care Seminar was exclusively for medical professionals.
Ms Yukie Hara of Kusuri USA Pharmacy Wholesale, who attended one of the Clinic Care Seminars, expressed: “I learned about new, effective hyaluronic acid treatment methods that I was not aware of before. It was a completely different approach that was fresh and I would like to incorporate it.”
Due to major renovation work at Tokyo Big Sight, the next edition of Beautyworld Japan Tokyo will be held from 18 – 20 May 2026 at West Hall 1 – 4 + Atrium, South Hall 1 – 4.
Further shows in the Beautyworld worldwide network:
・Beautyworld Japan Nagoya
14 – 16 July 2025, Port Messe Nagoya, Japan
・Beautyworld Japan Osaka
20 – 22 October 2025, INTEX Osaka, Japan
・Beautyworld Middle East
27 – 29 October 2025, Dubai World Trade Centre, UAE
・Beautyworld Central Asia licensed by Messe Frankfurt Exhibition GmbH
20 – 22 November 2025, Central Asian Expo, Tashkent, Uzbekistan
・Beautyworld Japan Fukuoka
16 – 18 February 2026, Marine Messe Fukuoka
・Beauty Expo
20 – 23 March 2026, Taipei World Trade Centre, Taiwan
・Beautyworld Japan Nagoya
23 – 25 March 2026, Port Messe Nagoya, Japan
・Beautyworld Saudi Arabia licensed to 1st Arabia Tradeshows & Conferences
2026, Riyadh International Convention & Exhibition Centre, Saudi Arabia
Press information and photographic material:
https://beautyworld-japan.jp.messefrankfurt.com/tokyo/en/press.html
Background information on Messe Frankfurt
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Background information on Conzoom Circle
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