Focus on skin health, longevity and new customer expectations
Ettlingen, 15 th June 2026 – Beauty customers are more informed than ever before. They research active ingredients on social media, are interested in skin health, hormones and longevity, and expect personalized solutions rather than standardized treatments. At the same time, there is a growing desire for visible results, expert advice and holistic approaches. The answers that professional beauty salons can provide to these demands were the focus of the BEAUTY FORUM Day Hamburg on 13th June 2026 at the exclusive Westin Hamburg in the Elbphilharmonie.
Against the extraordinary backdrop high above the port city more than 260 participants learned from 23 exhibiting brands and companies about the developments currently shaping the professional beauty industry.
The focus was on the following topics, among others:
- Hormonal skin – a growing area of consultation
From puberty through pregnancy to the menopause: hormonal changes affect the skin more significantly than many clients realize. There is a need for personalized treatment plans and well-informed advice.
- Longevity rather than traditional anti-ageing
More and more female customers want not only to look younger, but also to keep their skin healthy in the long term. The focus is on skin function, the skin barrier and preventive skincare approaches.
- Hair loss in women – an underestimated market
Hair loss affects millions of women and is increasingly becoming a key area of consultation for beauty salons. Experts highlighted new holistic approaches.
- Active ingredients, microneedling and modern treatment concepts
The latest technologies enable more personalized and targeted treatments. The key lies in combining scientifically proven active ingredients with professional application.
- Digital processes as a key to success
From online appointment booking to automated customer communication: digital solutions help salons work more efficiently whilst enhancing the customer experience.
The program of talks was accompanied by a high-quality trade exhibition featuring innovative brands, new products and technologies. Visitors took the opportunity to discover new concepts, test products first-hand and exchange ideas with manufacturers and industry colleagues.
“Today, beauty clients expect far more than just a treatment. They are looking for knowledgeable staff, personalized solutions and tangible results. This is precisely why knowledge, specialization and advisory expertise are becoming increasingly important for beauty salons,” explains Roberto Valente, Managing Director of Health and Beauty Germany GmbH.
The BEAUTY FORUM Day Hamburg 2026 highlighted just how much the demands on professional beauty services are changing – and what opportunities this simultaneously presents for salons that actively shape this development.
