Scheduled to take place at the Istanbul Expo Center on September 2–4, 2026, BeautyEurasia is preparing to welcome more than 350 exhibiting companies and VIP buyer delegations from around the world, reinforcing its position as one of the cosmetics industry’s most important international meeting points. BeautyEurasia Director Filiz Mehmedova shared the exhibition’s objectives, its contribution to exports, and its global growth strategies.

BeautyEurasia 2026 will be held on September 2–4. What are the key objectives of this year’s exhibition? What outlook do you foresee, particularly for exporters and international buyers?

“BeautyEurasia, which will take place at the Istanbul Expo Center from September 2–4, 2026, is much more than a trade exhibition; it is a key meeting point on the global cosmetics industry calendar. Last year, we brought together 309 exhibitors from 30 countries and more than 550 brands under one roof. The fact that 55% of our exhibitors represented international brands clearly demonstrates our strong global positioning.

Building on the success achieved with nearly 14,000 professional visitors from 114 countries, we aim to raise the bar even higher in 2026. Our focus this year is to increase visitor attendance by at least 10% and expand our international reach by growing the number of represented countries to 130.

For our exporting companies, we anticipate a highly positive outlook. Our extensive and carefully targeted visitor profile will enhance the visibility of Turkish manufacturers in global markets while providing valuable opportunities for new partnerships and commercial connections.”

How many exhibitors and VIP buyers do you expect this year? Which countries or regions are likely to have the strongest representation?

“This year, we are preparing to host more than 350 cosmetics manufacturers from across the globe. Through our VIP Hosted Buyer Program, one of the cornerstones of our strategy, we aim to welcome 350 carefully selected VIP buyers. This audience includes purchasing managers from cosmetics, supermarket and pharmacy chains, distributors, wholesalers, and decision-makers from beauty salon networks.

As part of this meticulously managed program, we cover the travel and accommodation expenses of selected international professionals, enabling direct engagement between buyers and manufacturers.

Our goal for 2026 is not simply to deliver a successful trade exhibition experience, but also to support participants in establishing new export routes and long-term commercial partnerships. While maintaining our strong position in the Middle East, the Balkans, and Central Asia, we are also focused on attracting high-potential buyers from strategic regions such as Africa, North and South America, Latin America, and the Far East.”

How do you assess BeautyEurasia’s contribution to the export performance of the Turkish cosmetics and beauty industry? Which markets are you primarily targeting for Turkish exhibitors?

“For 21 years, BeautyEurasia has been one of the most influential international platforms supporting the export growth of the Turkish cosmetics industry and connecting it with global markets. The exhibition enables local manufacturers to engage directly with qualified buyers from around the world and establish long-term business relationships.

Through our VIP Hosted Buyer Program, we take a targeted approach by bringing the right buyers together with our exhibitors. While maintaining our strong presence in traditional markets such as the Middle East, the Balkans, and Central Asia, we have placed Africa, Latin America, and the Far East at the center of our growth strategy.

Our objective is to strengthen the position of Turkish cosmetics manufacturers in existing markets while introducing them to new export opportunities that enhance their global competitiveness.”

What international marketing activities does BeautyEurasia undertake? What strategy do you follow to promote the exhibition globally?

“BeautyEurasia’s international marketing efforts are driven by a data-oriented, multi-channel communication strategy tailored to specific target markets. Through digital marketing campaigns, strategic international partnerships, and active on-the-ground promotional activities, we continue to strengthen the exhibition’s brand awareness year after year. We participate in more than 50 international events annually, increasing our industry visibility and establishing new business connections.

At the heart of this strategy is our VIP Hosted Buyer Program. By integrating the right buyer profiles directly into the exhibition, we ensure measurable and tangible commercial value for our exhibitors, which remains one of our top priorities.

We invite all industry professionals to join us at BeautyEurasia, taking place at the Istanbul Expo Center on September 2–4, 2026.”