In this photo gallery we bring you a selection of the most eye-catching exhibitors at the event, showcasing dominant trends that included nail care and nail art, CBD hair care and some eye-catching color cosmetics offerings.
Cosmetics Design spoke to event co-founder Joseph La Manna during the show to find out more about its incredible evolution, which can be viewed by clicking here.
An event that has evolved fast
La Manna explained that the event started up just four years ago, taking up half an event hall at the Plaza Mayor expo space, but since then has grown to take up the entire exhibition area, including hall space that is not usually used for shows.
"We dedicded that Medellin needed a beauty educational event that was dedicated to industry professionals, allowing exhibitors to come in and show their latest products and techniques, and getting the product in the hands of professionals," said La Manna.
"What we are witnessing in the industry here is a lot of unique color and finishes that is really redefining aesthetics. This is being seen for both men and women in both the barber and hair care field as well as the color cosmetics area, and in particular for nail care."
CBD hair care and vibrant color cosmetics
In this photo gallery we bring you some of the most prominent trends at the event, which included CBD hair care and highly vibrant color cosmetics, which included an emphasis on the fast growing nail art gallery.
The gallery also highlights other video interviews that are to be published from the event, including a discussion with CBD hair care provider Barba Roja, as well as Mexican nail care provider Organic Nails and nail art specialist H La Cosadora. Watch out for them!
As a testimony to the event's huge popularity, lines to get in formed earlier and could be seen snaking around the event space throughout the morning on all three days Expo Belleza took place. Took get into the event all attendees had to prove that they were beauty industry professionals.
Medellin-based barbers and hair care brand Barba Roja was promoting its newly launched CBD hair care line at the event. Cosmetics Design spoke to the company's founder, Santiago Campuzano Hoyos, to find out more about the product formulation and the claims, which will be published as a video interview shortly.
Bogota-based company Lehit was another hair care business that was actively promoting a hair care line boasting the inclusion of a cannabis ingredient in a new line. The line is simply called Cannabis and claims to contain nutrient that boost hair health and regrowth.
Bogota-based H La Cosedora was also exhibiting at the event, demonstrating its latest nail art designs. Cosmetics Design spoke to company co-founder Juan Diaz at the event and a video interview highlighting the latest evolution in the business will be published on the site later this week.
Mia Secret is a fast-growing international nail care brand that is proving to be particularly popular in the Colombia market. At the event the company was highlighting a huge range of nail care products, from acrylic and gel systems, to associated tools and treatments.
Mexican nail varnish specialist Organic Nails created a splash at the event with one of the biggest stands at the show - and was constantly buzzing with a huge number of visitors. Cosmetics Design spoke to the company's Colombia coordinator who explained more about the company's phenomenal success in the market and why. That interview will be published as a video within the next week, so watch out for it.
One of the biggest buzzes at the event was created by the Kohl Cosmetics stand, which was highlighting the big trend for dramatic color cosmetic effects. The company enlisted the help of local drag show artists to demonstrate the trend and attendees were lined up at the stand to take selfies with their favorite artists.
Mils Cosmetics was also making a statement in the color cosmetics category with its bold Amuse collection. The new launch was highlighted with demonstrations by leading make-up artists who used the line to showcase how many Colombians like to make an impact with their makeup.
