In Beauty brings global trends and a barbering challenge to Lisbon

Lisbon, Portugal, hosts the 12th edition of In Beauty, the International Fair for Aesthetics, Cosmetics, Hair, Nails, and Makeup, starting this Saturday, October 24. The event takes place at Pavilhão Carlos Lopes and is relevant to those working in barbering as it brings together suppliers, academies, and trends that are redefining the sector.

The organizers adopted the Neo Glow concept for this edition, representing a shift in how the market perceives skin luminosity. The idea associates glow not only with aesthetic appearance but also with health, balance, and the personalization of care offered to clients.

Among the novelties arriving at the fair are brands linked to Korean skincare, glass skin aesthetics, and premium natural hair supply. The event features around 50 business operators, including Portuguese and foreign companies focused on cosmetics, aesthetic medicine, and professional equipment.

The men's sector will be highlighted with a dedicated space for hair. On Sunday, October 25, the Barbers' Challenge takes place, a competition that evaluates talent, technique, and creativity. Throughout the three days, a Barber Show is also scheduled with live demonstrations of cuts, styles, and artistic work.

The final day, on Monday, focuses on the training component with sessions on non-medical microneedling, nail techniques, and appointment scheduling. The event occurs at a time of growth in the Portuguese market, which reached $1.528 billion in 2025.

Projections indicate that the sector may reach $2.177 billion by 2034. Factors such as artificial intelligence for skin analysis and the demand for natural products are driving this evolution, consolidating the fair as an essential meeting point for professionals.