Beauty Shanghai 2025: China’s First Premium Boutique Beauty Fair

Beauty Shanghai 2025 is set to make its debut this October in Shanghai, positioning itself as the first premium boutique beauty fair in China. More than just an exhibition, the event is designed as a cultural and commercial stage where global beauty innovators can connect with China’s evolving consumer landscape.

Curated by Golden Osmanthus Culture and backed by the creative reputation of Notes Shanghai, Asia’s foremost fragrance boutique fair, Beauty Shanghai offers a uniquely intimate yet impactful platform that emphasizes storytelling, aesthetics, and market relevance.

What is Beauty Shanghai?

Beauty Shanghai is a boutique-scale but high-impact exhibition that brings together more than 100 brands across skincare, makeup, aromatherapy, personal care, and men’s grooming. Unlike mass-scale trade shows, Beauty Shanghai focuses exclusively on brands rather than suppliers or raw-material exhibitors.

The event takes place at the West Bund International Convention and Exhibition Center from October 16–19, 2025. Professional attendees will enjoy two days of curated exhibitions (October 16–17), while consumer audiences are invited to experience the fair on October 18–19. This dual-structure format ensures that both trade professionals and beauty enthusiasts can find tailored experiences and meaningful engagement.

Why Beauty Shanghai 2025 Matters

The Chinese beauty and personal‑care market is projected to surpass $80 billion in 2025, with a steady annual growth rate of about 5% through 2028. Within this expanding landscape, premium categories are driving momentum:

• Fragrance and aromatherapy are gaining prominence, increasingly tied to wellness and emotional experience—a shift often described as part of the broader “emotion economy” in Chinese beauty markets.
• Men’s facial-care products have exploded, soaring 235% year‑on‑year, powered largely by Gen Z and younger urban consumers.
• Skincare continues to lead, with moisturizers capturing roughly 63% of segment share, and the overall skincare category growing by 9.5% in 2024.

Key Highlights of Beauty Shanghai 2025

1. Two Shows Under One Roof

Beauty Shanghai will run alongside Notes Shanghai, Asia’s premier fragrance boutique fair. Together, the two exhibitions offer participants a rare chance to engage with both beauty and fragrance audiences under one roof, maximizing visibility and impact.

2. Brand-Centric Approach

Unlike large-scale beauty trade shows, Beauty Shanghai is designed with brands at the center. There are no supply-chain or raw material exhibitors. This ensures clarity of storytelling and a premium environment for brand positioning, innovation, and consumer engagement.

3. Dual Audience, Separate Days

The fair’s format splits trade and consumer audiences: two professional-only days for B2B networking, and two public days for consumer interaction. This dual structure allows brands to generate business opportunities while also gathering direct consumer feedback.

4. Exclusive Booth Opportunity

Through Jingzhi Media Group, a complimentary standard booth is available on a by-invitation-only basis. This provides a select group of brands with the opportunity to showcase themselves in one of the most important premium beauty events in China without upfront exhibition costs.

Beauty Shanghai vs. Other Beauty Fairs in China

While China hosts major beauty exhibitions such as China Beauty Expo (CBE) in Shanghai and Cosmoprof Asia, Beauty Shanghai differentiates itself by offering:

• Boutique scale – at 6,000 square meters, it prioritizes depth and intimacy over volume.
• Curated experiences – with immersive storytelling and design-driven presentation.
• Premium positioning – aligning with the rise of neo-luxury and lifestyle beauty in China.

This makes Beauty Shanghai an attractive stage for international niche brands and innovative domestic players who seek visibility without being drowned out in the noise of mega trade shows.

The Rise of Shanghai as a Global Beauty Hub

Hosting Beauty Shanghai further reinforces Shanghai’s position as a global beauty hub. Already home to international flagship stores, R&D centers, and luxury retail experiences, Shanghai offers the infrastructure and cultural energy needed to support a world-class beauty exhibition.

With government policies easing visa restrictions and inbound travel growing, Shanghai is becoming not only a center for beauty commerce, but also a destination for cultural shopping tourism—a trend that Beauty Shanghai is perfectly positioned to capitalize on.

Who Should Exhibit at Beauty Shanghai?

• International beauty brands seeking to enter or expand in China through a refined, narrative-led platform.
• Domestic Chinese brands with global ambitions, looking to align themselves with premium positioning.
• Niche and indie brands in skincare, fragrance, and wellness seeking visibility among discerning consumers and industry tastemakers.

Confirmed International Participants at Beauty Shanghai 2025

The debut edition of Beauty Shanghai 2025 will feature an impressive lineup of international brands across skincare, fragrance, grooming, and personal care. Below is the confirmed roster of participants (continuously updated):

3LAB, Aippo, Aromatherapy Associates, AXXZIA, Argentum, Albion, Astaxin Stockholm, Ayuna, Babor, Bescher Beauty, Björn Axén, Chilly, Christophe Robin, Comfort Zone, Deponde, Dermalogica, DS Labs, Eisenberg, Elegance, Elvis+Elvin, Emerald Fresh, Endota, Evidens de Beauté, Fer à Cheval, Grow Gorgeous, Hawkins & Brimble, Hince, ISOI, Iane Beauty, Jane Garino, Kiko Milano, Kuoca, Lord & Berry, Lagom, Lanolips, Lao Care, Laura Mercier, Legology, Leonor Greyl, Lierac, Lumene, Lysedia, Margaret Dabbs, Miriam Quevedo, MM System, Molton Brown, MOR, Monsieur Barbier, Nolte, Orlane, Payot, Phyto, Pier Augé, Pleuvoir, RevitaLash Cosmetics, RéVive, Salt & Stone, Sarah Chapman, Selvatico, Sensilis, Shakeup Cosmetics, Teaffference, Templespa, The Contents Co, The Pure Lotus, Tocobo, Ultrasun, Vinesime, Zelens.

Beauty Shanghai 2025 as the Future of Boutique Beauty Exhibitions

As the first premium boutique beauty fair in China, Beauty Shanghai 2025 represents a new chapter for the industry in China. By focusing on brand storytelling, consumer experience, and curated scale, it responds to the evolving needs of both global and Chinese beauty markets.

The Chinese beauty market still presents huge growth opportunities for global independent brands, but competition is intense. Success requires careful planning, evaluation, and local insight. Beauty Shanghai’s unique format offers an invaluable entry point:

• It allows brands to test the market before committing to a full-scale entry.
• Exhibitors can build seed customers and foster long-term relationships.
• Direct interaction with consumers provides practical insights for new product development.
• The educational seminar program offers a quick overview of the latest consumer trends and strategic market insights that matter most for sustainable growth.

If you would like to learn more about Beauty Shanghai and how to participate, contact charlie@jingzhi.media.