Hangzhou International Beauty Expo

【Exhibition Overview】

    The Hangzhou International Beauty Expo (CBE) capitalises on the autumn new product launch season to drive the debut of autumn new products in Hangzhou, innovatively leading new trends and directions for the industry, and comprehensively helping enterprises achieve business growth in the second half of the year. With the theme of "Golden Autumn New Launches", the expo focuses on presenting new products, new raw materials and new scenarios. During the industry's second-half new product procurement season, and based on market premium selection standards, it brings together over 700 cosmetics enterprises from 20 countries and regions worldwide, covering a wide range of emerging industry resources including new force brands from China, specialty raw material enterprises, key opinion leader (KOL) agencies, and new trend retail scenarios.

    Currently, domestic beauty brands have embarked on a path of distinctive development. More and more domestic brands are increasing their research and development investment to ensure product uniqueness and quality. At the same time, the confidence of domestic brands continues to rise, with ongoing innovation in content marketing and scientific communication, driving a surge of enthusiasm for domestic brands and national trends in the domestic beauty market. The CBE Hangzhou Expo will also leverage its distinctive features of innovation, fashion, technology, internationalisation and digitalisation to support the development of Hangzhou's city industries. The expo brings together professional buyers from across the country and around the world, with a well-defined audience structure and clear procurement needs.

【Exhibition Participation Value】

    This expo is organised by authoritative institutions including Informa Markets, and serves as the Hangzhou stop of the world-renowned CBE China Beauty Expo's "Twin City, Twin Expo" strategy. Since its inception in 2024, it has been precisely positioned for the industry's second-half new product launch and procurement peak season in September each year. With "Golden Autumn New Launches" as its core theme, the expo focuses on new products, new raw materials and new scenarios. It serves as a core platform for new force brands to make their collective debut and for established brands to launch autumn new products, helping enterprises seize the strategic product selection period before Double 11 and achieve business growth in the second half of the year. It is an irreplaceable platform for industry development.

【Overall Exhibition Zone Planning】

    The overall scale of the expo reaches 40,000 square metres, featuring four themed exhibition halls, achieving precise layout across the entire industry chain and panoramic coverage of the beauty industry ecosystem:

    - Colour Cosmetics & Fragrance Hall

    - Skincare & Personal Care Hall

    - Innovative Raw Materials Hall

    - Premium Packaging Hall

    The expo covers the full-chain innovation ecosystem from the upstream supply chain to channel terminals, with new force brands accounting for as much as 60%, making it a core barometer for observing the innovation vitality of domestic beauty brands.

【Professional Buyer Resources】

    The 2025 expo will bring together over 1,000 cosmetics brands from 20 countries and regions worldwide, attracting more than 50,000 professional buyers on site. The buyer structure is clear and precise:

    - By visitor type: online retailers account for 29.1%, offline retailers account for 25.2%, and supply chain procurement accounts for 21.3%

    - By visitor role: procurement decision-makers (chairpersons/general managers/management) account for nearly 20%

    - By visit purpose: finding brands/products accounts for 35.3%, finding factories/upstream supply chain accounts for 30.4%, with the two categories combined accounting for over 65%

    The precise buyer structure and clear product selection needs ensure efficient connection between exhibitors and core channel resources.

【Featured Innovation Zones】

    The expo features a dedicated raw materials theme zone, driving core technological innovation in the beauty industry and leading the industry's technological direction. This zone brings together over 100 domestic and international raw material and technology enterprises including Givaudan, SILAB, Shanxi Jinbo, Keqin and Juyuan Bio. The expo also features more than ten characteristic Chinese raw material zones, including the Zhejiang Eco-Beauty Raw Materials Zone and the Xinjiang Specialty Raw Materials Zone, showcasing the unique charm of regional raw material resources and scientific research commercialisation results. It will also jointly release the "China Beauty Raw Material Enterprises" ranking with Hurun Report, setting a benchmark for raw material innovation in the industry.

【Concurrent Industry Events】

    The expo will host over 60 in-depth industry events covering multiple fields simultaneously, spanning raw materials, technology, design, brands, channels, retail and cross-border e-commerce, among other beauty-related areas, empowering the entire industry:

    - New product launch conferences showcasing the industry's major annual achievements

    - Professional forums including the Colour Cosmetics Innovation & Growth Conference, Beauty Channel Conference and KOL Matchmaking Session, bringing together industry elites for in-depth discussions on market development trends

    These various events provide exhibitors with a high-end think tank platform for grasping industry dynamics and discerning consumer trends, delivering a rich feast of industry insights.

【Core Participating Brands】

    The expo brings together diverse high-quality exhibitors, mainly divided into the following categories:

    - Leading domestic and new force brands: PROYA, CHANDO, OSM, MAOGEPING, CARSLAN, TIMAGE, Forest Cabin, Comfy, YOUNGRACE, Red Chamber, HAYAO LIANCHUANG, MiQi, JueSe, BingXi, Chuangfukang, Florasis, AKF, Peiran, RNW, Anye House, Dr. Eileen, Song Dynasty, EHD, Rock Zoo, Chunri Laixin, Tea Fragrance Master, Guo Xiaoniu, Suzhiran, MCGEE, Liusimu, KATO-KATO, Lewis, Dr. Ling, Skin Future, PRAMY, UNNY CLUB, TO-MARK, Zuoyan Yousse, XIMUYUN, Fuerjia, VITACREME B12

    - International participating brands: beauty brands from countries including France, the United States, Australia, New Zealand, Japan, South Korea and Thailand, among which the Thai Department of International Trade Promotion (DITP) is organising 19 quality Thai beauty and health brands to participate

    - Raw material and technology enterprises: Givaudan, SILAB, Shanxi Jinbo, Keqin, Juyuan Bio, Jiakai Bio, Rhine Bio, Baway, Shanhai Innovation, Jitai Bio, Huiwen Bio, Guantu Bio, Light Industry Research, Weibola, Guangdong Mingkang, Yi'an Industrial, Feiyue, Yunzhu, Xianlian Bio, Zhongke Jingcui, Xingfu Yisheng, Le'ai, Sunshine Desert Rose, Sahila, Taile, Hua Wubian, Yaqi Industrial, Agan Tree, Aesthetics Bio, Hanyishangpin, Xianghe, Zhongke Microneedle

    - Featured raw material zone representatives: the Zhejiang Eco-Beauty Raw Materials Zone brings together enterprises specialising in Zhejiang province's characteristic plant raw materials, while the Xinjiang Specialty Raw Materials Zone features 7 Xinjiang raw material enterprises, showcasing specialty raw materials such as roses, lavender, Tianshan snow lotus, sweet almonds and sea buckthorn

    - Supply chain and packaging enterprises: Givaudan, SILAB, Juyuan Bio, Shanhai Innovation, Jitai Bio, Huiwen Bio, Mingkang, Sahila, Zhongke Microneedle, etc., covering multiple areas including raw materials, OEM/ODM, packaging and machinery equipment