Ettlingen, 29th June 2026 – Anyone successfully running a beauty salon today is no longer simply selling treatments or products. What is in demand are holistic approaches, expert advice and an understanding of how skin health, wellbeing and lifestyle interact. It was precisely this shift that became apparent at the BEAUTY FORUM Weekend Berlin on 27 th and 28 th June at the exclusive Telegraphenamt Berlin.
For two days, more than 200 beauty professionals, alongside around 40 beauty brands and industry experts in attendance, braved the extreme heat of 40°C in Berlin to discuss the issues currently shaping the professional cosmetics sector. A clear trend emerged: the traditional anti-ageing mindset is increasingly taking a back seat. Instead, skin health, longevity, hormonal balance, mental health and holistic beauty concepts are gaining in importance.
This was also reflected in the program: fascinating 13 talks on Skingevity, hormone-related skin changes, self-care, the customer experience and modern treatment concepts demonstrated that professional cosmetics today go far beyond pure skincare. The focus is increasingly shifting to the question of how people can age healthily, vibrantly and attractively in the long term.
At the same time, numerous innovative brands showcased their latest developments for the professional beauty industry. Visitors took the opportunity to discover new products and treatment concepts, engage directly with manufacturers, and gain inspiration for their own salons.
One thing became particularly clear: the boundaries between beauty, health and wellbeing are becoming increasingly blurred. Today’s clients want not only visible results, but also personalized programs, expert advice and a holistic approach.
“This creates a new role for beauticians – as expert guides to skin health, wellbeing and individual beauty. Beauty salons are increasingly becoming centers of expertise for skin health and wellbeing. Clients are seeking guidance in an increasingly complex world of beauty. Those who combine sound specialist knowledge with personalized advice build trust and long-term client relationships,” explains Roberto Valente, Managing Director of Health and Beauty Germany GmbH. The BEAUTY FORUM Weekend Berlin not only offered the right content for this, but also provided a space for personal exchange within the unique atmosphere of the Telegraphenamt. The conclusion of the weekend: the future of professional beauty does not lie solely in new products or technologies. It lies in a holistic understanding of beauty, health and quality of life – and it was precisely this trend that was clearly evident in Berlin.
