Ettlingen, 11st May 2026 – One day, five key insights: On 10th May 2026, the BEAUTY FORUM Day Vienna, held at the exclusive Hyatt Regency Vienna – former Andaz am Belvedere, highlighted what matters most for beauty salons right now – professionally, economically and strategically.
More than 200 participants and 31 exhibitors gathered in the Austrian capital and experienced a deliberately compact yet highly effective format: inspiring specialist presentations combined with a curated trade exhibition that directly linked theory and practice. During the intensive on-site discussions, five key trends for the industry emerged:
1. Personalization & tangible results rather than promises
Today’s customers expect visible and long-term results. Presentations on modern skin analysis, longevity approaches and a deep understanding of skin conditions were highlighted as key success factors. Expertise alone is no longer enough – it must be clearly communicated, substantiated and implemented in the form of bespoke and transparent concepts.
2. Technology requires a clear strategy
New devices and applications are generating a great deal of interest – but what really matters is how they are integrated into the business. Only those who deploy technology strategically and integrate it effectively into existing studio concepts can create real added value – for customers and revenue.
3. Consultancy is becoming a decisive sales factor
Traditional product sales are losing importance, whilst personal and honest advice is taking center stage. The combination of trust and expertise is thus becoming the most important driver of revenue.
4. Cost-effectiveness & digitalization are coming into sharper focus
Pricing, capacity utilization and upselling were discussed at length. The clear trend: successful salons are thinking more entrepreneurially and managing their business more proactively. At the same time, digitalization continues to gain importance – particularly through process automation for internal workflows, as well as through the targeted use of social media to increase reach and continuously attract new customers.
5. Interaction becomes a key to success
In addition to relevant content, one thing became particularly clear: there is a high demand for personal interaction. Discussions amongst colleagues, with brands and with experts provided crucial inspiration for day-to-day work.
Roberto Valente, Managing Director of the Health and Beauty Germany GmbH: “The demands placed on beauty salons have risen significantly. Customers are better informed, compare products more closely and expect personalized solutions – this is transforming the entire way salons operate. The event concept of the BEAUTY FORUM Days gets straight to the heart of these issues. It is not just about inspiration, but about how salons can actually become more successful.”
A compact format with a clear impact
The BEAUTY FORUM Day Vienna deliberately focuses on concentration rather than scale. The compact one-day format, with space for personal discussions and individual advice, perfectly met the need for peer-to-peer exchange and practical insights for everyday professional life.
Exhibitors at the BEAUTY FORUM Day Vienna 2026:
A&E/Amina Zena/Hairfree21, Acibadem, Adrienne Feller, ARKANA Cosmetics, Beaute Pacifique, Beautech by Rahil, BEAUTY FORUM, Biogena, Body&Me, Cardio Lounge, CED Central European Economic and Development Network, Christina Kosmetik, Dermalife, Intramed, Kallos Cosmetics, Kozmetika Afrodita d.o.o. , LaVita, M&D Premium Skincare, Meggi Haas GmbH, Nagora Cosmetics, Optikop Beautylaser, PANDHY’s Austria, RAVI Born To Shine, Real Skin Art, Rosel Heim Prod GmbH, Share Swiss, Simon Keller GmbH, SU SKIN, Treatwell, Valmont, Veto Nails
The next upcoming events organized by Health and Beauty Germany GmbH will take place in 2026 as follows:
- 13th June 2026 | BEAUTY FORUM Day Hamburg
- 27th–28th June 2026 | BEAUTY FORUM Weekend Berlin
- 5th July 2026 | BEAUTY FORUM Day Wiesbaden
- 13th September 2026 | BEAUTY FORUM Day Stuttgart
- 20 th September 2026 | BEAUTY FORUM Day Cologne
- 24 th –25 th October 2026 | BEAUTY FORUM Festival, Messe München
- 6 th November 2026 | BEAUTY FORUM Stars Award, Munich
You can find more information on all upcoming events at BEAUTY FORUM DAYS 2025 IN WIEN UND ZÜRICH | BEAUTY FORUM Deutschland.
