Cosmoprof Worldwide Bologna 2025 will be remembered not just for its record-breaking attendance and global reach, but as a pivotal moment for the beauty industry.
Leading up to the event, uncertainty loomed—international tensions, economic headwinds, and trade concerns cast a shadow. Many arrived in Bologna with cautious expectations. What they found instead was a surge of optimism.
Beyond the numbers, it was the quality of connections and a renewed focus on high-level international networking that defined the fair. For many, this wasn’t just another edition – it marked a “before and after” in how the industry gathers, grows, and looks ahead.
Here are some impressions from key players, gathered at the fair by our Business Development Manager Pier Giorgio Scrimaglio.
A Global Stage: International Reach and New Markets
“Once again this year, we are proud to be part of this wonderful fair – in my opinion, the most important in the world. We saw participation from all over the globe…”
— Ennio Dal Corso, Owner of Fisiocosmetica (Italy)
“We noticed a much higher turnout, especially from international attendees… we met many people from Europe – who hadn’t been around in a while – as well as from the U.S. and Canada.”
—Ersilia Missano, CFO of Renée Blanche (Italy)
“Compared to previous years, the big difference… was the quality of the contacts. A definite improvement, with a good presence also from non-European countries.”
— Marika Quagliero, Export Manager at Comprof (Italy)
“This is our second year at Cosmoprof and the first in Hall 25. Expectations were high, but it exceeded them. Great turnout, especially from professional cosmetic distributors, much higher than in past editions.”
— Sara Palmerini, Business Development Strategist at Pleasure International, (Italy)
“This year was wonderful for us as exhibitors. The audience quality was excellent, and we now have many more contacts to help expand our business beyond Europe. Thank you so much, Bologna!”
— Lucy Lira, Head of Exports at Itallian Hairtech (Brazil)
“We met new countries that showed interest in our products, such as Vietnam, Taiwan, Hong Kong, Australia, and Egypt. Compared to past editions, we found the fair to be more dynamic and engaging, and we had more contacts than in previous years.”
— Mario Mattiello, Owner of Myosotis (Italy)
” “This edition of Cosmoprof has been one of the most successful ever. We received visits from overseas and across Europe and gathered a broad list of contacts – we’re confident new collaborations will result. We’re extremely satisfied and happy to have taken part.”
— Vittoria Condemi, Owner of Industrie Pagoda, (Italy)
“Cosmoprof has been very important for us – both for existing and potential clients in Europe and Latin America. We established many new contacts for our three brands, especially for private label manufacturing. We saw a high number of visitors from Eastern Europe: Poland, Romania, and Bulgaria.”
— Andrea Laudando, Export Director at Nuova Fapam (Italy)
Business-Driven, Results-Focused
“My goal was to meet with people we were already in contact with and move things forward – that was accomplished. We were also hoping to connect with new markets, and that too was a success. I was especially surprised by the interest from Ukraine given the current situation – it’s truly remarkable.”
— Marc Denis Rucker, Head of International Sales at Graham Hill (Germany)
“It’s definitely gone beyond my expectations. Our meetings were great. We received lots of positive feedback, mainly because our booth and branding stood out.”
— Janelle King, Founder of Muk Haircare (Australia)
“Given our premium positioning, we didn’t have huge commercial foot traffic, but we did meet new European and international distributors looking for high-end products. The markets that surprised me were Romania, Hungary, Bulgaria, and also the Baltic countries – I didn’t expect that.”
— Franco Fronzuti, Founder of Martom Cosmetics (Italy)
“We had many business negotiations. Initially, we came with products for hair straightening, but we discovered there’s a big demand now for Afro hair products.”
— Durval Vieira, Sales Manager at Sarah K Professional (Brazil)
“This was a great edition – it started with some unjustified concerns… but the turnout was exceptional. Thursday and Friday were very strong, and even Saturday – now an essential third day – was excellent. Cosmoprof confirms itself once again as the number one global business fair.”
— Andrea Rosa, Private Label Specialist at Kirschner Group (USA)
“Cosmoprof Bologna 2025 was excellent for us. We were able to finalise a deal with our Italian distributor and strengthen our distribution network across Europe.”
— Vacláv Fillho, Export Manager at Lola from Rio (Brazil)
“The fair met our expectations. We made high-quality contacts. Now it’s time for the follow-up.”
— Giuseppe Del Frate, Export Manager at Kaaral (Italy)
“Cosmoprof (…) allows us to connect with both large and small countries and reach new clients. It’s absolutely worth it. Plus, you get to spend a week in Italy, surrounded by warm, welcoming people and incredible food – which makes the experience even better!”
— Liam Ben David, Owner of Sutra (USA)
Atmosphere, Experience & Expectations
” We’ve been exhibiting for the past 12 years, and since COVID, we’ve seen clear improvement in both the fair and the quality of visitors. We hope to see even more hairdressers and students attending in the future.”
— Shahzad L. Qadir Owner of Presto Industries (India)
“I’m very happy – it’s been busy every day. Beyond looking for new distributors, I’ve made very interesting contacts. I’m also grateful to Estetica for their support – I couldn’t be happier.”
— Arto Välimäki, CEO of Four Reasons, (Finland)
“There were many highly qualified visitors, and thanks to Estetica, we met a lot of great people – so thank you, Estetica!”
— Thierry Pouenat, General Manager of Mulato (France)
“This is my fourth time here, and I absolutely love it – it’s the best fair. I was surprised by the number of visitors from Germany, Ukraine, and the Czech Republic.”
— Hein Van Gastel, General Manager of Boutique Salon Brand N/O (The Netherlands)
“Showcasing our products was our main goal… and we succeeded. This was only possible thanks to the great audience we found at Cosmoprof this year.”
— Veronica Luz Business Development Manager at KC Color (Brazil)
One thing is clear: against a backdrop of uncertainty, Cosmoprof 2025 proved that beauty is not only resilient — it’s thriving. And from Bologna, the industry looks to the future with renewed confidence.
