Two days packed with inspiration, knowledge-sharing and creative highlights: the BEAUTY FORUM Festival 2026 showcased just how versatile and forward-looking the professional beauty industry is becoming.
Ettlingen, 26th October 2026 – Experiencing beauty, discovering innovations, sharing knowledge and shaping the future together: on 24th and 25th October 2026, Messe München was transformed into a vibrant hub for the professional beauty industry. Under the motto “FEEL AGELESS BEAUTY & BEYOND”, the BEAUTY FORUM Festival focused on a new definition of beauty: holistic, healthy, vibrant and age-independent.
With a noticeable increase in beauty professionals the BEAUTY FORUM Festival sent a positive signal for the professional beauty industry. The festival presented itself as a versatile platform comprising a trade exhibition featuring numerous renowned and emerging beauty brands, practical professional development, networking and inspiring live entertainment.
Trending topic: longevity, innovation and practical knowledge
What will tomorrow’s beauty world look like? The new ‘World of Longevity’ section in particular provided answers to this question. Here, companies showcased innovative products and concepts centered on healthy ageing, prevention, skin health and holistic wellbeing. High-profile speakers such as Prof. Dr. Bernd Kleine-Gunk, Dr. Meike Streker and Dr. Duygu Tessmar shed light on this trending topic from various perspectives.
Beyond this, the festival offered a varied professional development program: on the various stages and in practice-oriented workshops, the focus was on current topics such as Korean lash lifting, AI in beauty salons, scalp care, hormonal skin changes and innovative treatment methods. Specialist presentations, keynote speeches and beauty talks provided valuable insights for day-to-day professional practice and one’s own business.
Masterful creativity and a spectacular premiere
A particular highlight was the 37th International Make-up Championship, where make-up artists wowed the audience with extraordinary creations and technical precision under the theme ‘Liquid Metallic’.
1st place: Natalia Fuentes Alaves, Spanien
2nd place: Elżbieta Gottfried, Polen
3rd place: Nadia Mohammad Aslam Khan, Indien
The first-ever Drag Queen Championship brought a breath of fresh air: extravagant looks, expressive make-up artistry and creative performances celebrated the diversity of the beauty world.
1st place: Flint
2nd place: Tsarlotte Lucifer
3rd place: Kasey Klett
New brands, up-and-coming talent and professional foot care
In the Start-up Area, young beauty brands presented fresh ideas and innovative products, whilst a dedicated section for schools and training institutions offered insights into career prospects within the industry.
The professional foot care sector was also represented with its own exhibition area. The accompanying FUSS FORUM offered podiatrists and foot care professionals certified specialist talks worth up to nine continuing professional development credits.
Hands-on beauty and 40 years of passion for beauty
Testing products, discovering new treatment methods and chatting to experts – the festival brought beauty to life through all the senses. A walking band, magic performances by Magic Hands and numerous activities created a lively festival atmosphere.
In the Press Lounge, selected brands presented their latest innovations to media representatives and content creators in a relaxed atmosphere. At the Health and Beauty booth, the spotlight was on the BEAUTY FORUM magazine, the innovative BEAUTY FORUM app and the highly frequented wheel of fortune, offering high-quality instant prizes from renowned beauty brands.
Another highlight: 40 years of BEAUTY FORUM events in Munich! On the Saturday of the festival, exhibitors and visitors celebrated the anniversary together with live music, snacks, drinks and a fantastic party atmosphere. It was a special moment to look back on four decades of shared experiences.
The power of face-to-face encounters
Roberto Valente, Managing Director of Health and Beauty Germany GmbH, sums up why events will continue to play a central role in the beauty industry in the future: “Face-to-face encounters are irreplaceable, especially in a digital world. Looking each other in the eye, touching, feeling and smelling products – that builds trust and opens up new possibilities. We are convinced that, through the festival, we have helped many people to develop and grow their businesses. That is precisely why we believe in the power of beauty – in keeping with our company motto: ‘We Believe in the Power of Beauty.’“
Jerome Siel, Marketing & Account Director at Health and Beauty Germany GmbH, adds: “We don’t want a traditional trade fair; instead, we want to create an experience that inspires, connects and delights. The mix of forward-looking topics, professional development, creative highlights and personal interaction is what makes the BEAUTY FORUM Festival so special.”
Armed with fresh ideas, valuable contacts and plenty of inspiration, the beauty industry is already looking forward to the next gathering: the BEAUTY FORUM Festival will take place on 16th and 17th October 2027 in Munich.
WE BELIEVE IN THE POWER OF BEAUTY.
