This year more than 400 exhibitors were packed into the four exhibition halls that make up the space at the Banamex expo venue.
And the show floor was absolutely packed with both enthusiastic beauty consumers, as well as beauty professionals, all aiming to get a look in on the latest product launches, as well as seeing demonstrations by other beauty professionals, displaying their hairdressing and beauty skills with live demonstrations.
Men's grooming gets the spotlight
This year men's grooming was very much the spotlight for the event, with a sizeable portion of salon A being devoted to some of the brands that are making the biggest splash in this category right now.
Called the Expo Barber Show, prominent stands highlighted brands such as Gentleman Republic, Good Fellas, Beka, 4x4 and Casanova's, which all participated in this part of the event.
These brands, and many others, were all demonstrating the latest products and techniques to be on display at the event, several of which are highlighted in this photo gallery.
City Color is a Mexican beauty brand with an expansive line in color cosmetics and has become increasingly popular over in recent years. One of the brand's leading make-up artists was giving spectacular demonstrations on the show stand, to highlight the brand's complete range of products.
Robert Cromeans, global artistic business director for Paul Mitchell Systems, proved to be a big attraction at the Paul Mitchell stand. Cromeans is a big personality in the industry, testified by the long lines of people wanting to be photographed with him. He is also the owner of Robert Cromeans Salon and Walkin Salons by Robert Cromeans in San Diego, Tulsa, Oklahoma City and Las Vegas, in the USA.
French professional hair care brand Marcel Carre was also making a splash on the show floor with demonstrations. The Paris-based brand has been around for more than 60 years and has a particularly strong reputation for hair coloring, which was being highlighted at the stand.
Part of the Expo Barber Show, within the EBS event, GoodFellas is playing an important part in the big growth in men's grooming, both in Mexico and throughout the Latin American region. This trendy UK brand has done much to expand into the global market and has had significant traction throughout the South American region in the past few years by specializing in traditional barber's services and products.
Sexy Hair was attracting a lot of attention with its demonstrations. Situated in the heart of the event, the stand was highlighting the talent of some of the leading hair stylists worldwide. As well as promoting its styling services, it was also demonstrating its various ranges of styling, hair care and finishing products.
Pink Up is a Mexican brand that is one of the biggest color cosmetic players in the country. Reflecting this, the company had one of the biggest stands at the show, which was used to demonstrate its extensive range of bright and breezy products aimed at younger consumers.