Surging Regional Demand
Rapid annual growth in demand for premium beauty, personal care and wellness products across residential and commercial markets.
DemandFLAGSHIP 2027 EDITION · 02–04 JULY 2027
WHERE AFRICA MEETS THE WORLD.
The Global Stage for Beauty, Business & Innovation.
Connecting all spheres of Beauty! Africa’s premier B2B and B2C trade platform for the beauty, cosmetics, wellness and lifestyle sectors.
300+Exhibitors
10,000+Professional Visitors
5,000+sqm Exhibition Area
10+Participating Countries
About us
Africa’s Gateway to Global Beauty.
My Beauty Expo is Africa’s premier B2B and B2C trade platform connecting global manufacturers, brand owners and exporters with regional distributors, retailers and trade buyers.
Positioned at the forefront of the beauty renaissance, MBE bridges local excellence with global competitiveness under the AfCFTA framework.
Exhibit or visit the Second Edition of My Beauty Expo and take advantage of world-class trade partnerships across Africa.
Our mission
Africa’s Premier International Gateway for Beauty.
Our mission is to serve as Africa’s premier international gateway for the beauty, cosmetics, wellness and lifestyle sectors, anchoring South Africa as the continent’s vibrant commercial hub. We are committed to unlocking intra-African trade under the AfCFTA mandate, connecting global innovators with regional markets, and empowering entrepreneurs by driving sustainable business opportunities, advanced manufacturing and world-class trade partnerships across Africa and the global stage.
Market insight
The African Beauty Economy.
AfCFTA Integration
Unlocking cross-border trade pathways to eliminate friction and scale Africa-to-Africa beauty commerce.
TradeManufacturing & Localization
Rising demand for local agro-processing, natural raw material sourcing and advanced OEM/ODM manufacturing partnerships within Africa.
Manufacturing
Exhibitor profile
Who Should Exhibit?
Cosmetics, OEM/ODM & Advanced Manufacturing Zone
Finished cosmetics, raw and semi-processed materials, formulation, toll manufacturing, testing, regulation, printing, labeling and processing machinery.
Agro-Processing & Natural Ingredients
Agricultural processing for the cosmetic industry: botanical extracts, natural oils and sustainable sourcing of African raw materials.
Beauty Zone (Salon, Spa & Wellness)
Skincare, anti-aging, aromatherapy, body care, dermatology, medi-spa, wellness products, accessories and specialized equipment.
Hair Zone
Professional hair color, care, styling products, tools, salon furnishings and services.
Make-up & Education Zone
Makeup products, tools, accessories, courses and professional training.
Nail Zone
Nail color, care products, tools and salon furnishings.
Halal & Bumiputera Cosmetic Zone
Dedicated exhibit zone highlighting Halal-certified cosmetics and products manufactured by the Muslim community.
Creative Industries & Lifestyle
Jewelry, textiles, design, leather, fitness centers, cannabis and hemp products.
Global participating reach: South Africa, Ghana, Nigeria, Kenya, Rwanda, USA, UK, Türkiye, China, India and UAE.
Innovation
MBE Science & Technology Pavilion (Sc&Tech).
Africa’s first Smart Beauty and Innovation Expo, integrating AI and Virtual Reality.
AI Beauty Pods
Experience AI-driven beauty technology inside the Sc&Tech Pavilion.
Exhibit in Sc&TechTry-On Stations
Virtual try-on stations that let visitors test products digitally.
Exhibit in Sc&Tech360-Degree Virtual Booth Tours
Explore exhibitor booths in immersive 360-degree virtual tours.
Exhibit in Sc&Tech
Who attends
Visitor Profile. Meet the Buyers and Professionals.
MBE brings together the trade buyers, professionals and decision-makers who shape the beauty industry across Africa.
- Importers, Distributors and Regional Agents
- Beauty Therapists, Salon and Spa Owners
- Hair Stylists and Salon Owners
- Aesthetic Doctors, Dermatologists & Clinical Practitioners
- Retailers, Department Store Buyers & Wholesalers
- Manufacturers, Formulators & Chemists
- Hotel Groups & Facility Managers
- Digital Influencers, Press & Media Representatives
Learn · Formulate · Lead
MBE Education Symposium.
Workshops, technical seminars and a hands-on formulation lab, led by global experts.
Workshops
Deep-dive sessions led by global experts on scientific and regulatory topics.
Scientific · RegulatoryTechnical Seminars
Insights on personal care ingredients, agro-processed components and cutting-edge formulations.
Ingredients · FormulationsFormulation Lab
Hands-on R&D sessions for master-level sensorial formulations in a purpose-built environment.
Hands-on R&D
B2B matchmaking
B2B Buyers Matchmaking Programme.
Pre-Scheduled 1-to-1 Meetings
Connecting international and local buyers with sellers through a user-friendly digital platform paired with personalized concierge service.
Proven Metrics
Backed by proven metrics, achieving high meeting action rates (over 70%) and structured scheduling across dedicated industry categories.
Free Digital Platform Access
Free access to the digital platform 24/7/365 to pre-arrange on-site meetings and secure high-value commercial leads.
70%+Meeting action rate
Special attractions, fashion parade & live stages
Beyond the beauty floor.
MBE Fashion Parade
High-end fashion, haute couture and trendy runway showcases: a launching pad for emerging South African designers and a global view of color, fabric and style trends.
Live Stage, Masterclasses & Expert Talks
Deep-dive workshops, technical seminars and expert-led discussions covering market trends, regulatory updates and cutting-edge formulations.
Live Demonstrations
Free-to-attend interactive sessions giving attendees an in-depth look at new products, application techniques and services directly from leading suppliers.
Science & Technology Pavilion
Africa’s first Smart Beauty and Innovation Expo, integrating AI and Virtual Reality.
Barber Competition & Men’s Grooming
High-energy grooming battles, styling demonstrations and influencer-led activations anchored alongside the outdoor MBE Car Show.
Exhibit
Stand Packages Available.
Exhibit at the Second Edition of My Beauty Expo and take advantage of world-class trade partnerships across Africa. Choose the package that fits your brand.
Organisers
Organiser & International Partner.
Organiser: My Beauty Expo (MBE).
Co-Organiser / International Partner: Synergice Events Private Limited.
For international sales and bookings, contact Thomas James, International Sales Director, using the details in the contact section below.
Organiser
Co-Organiser / International Partner
Venue
Venue Spotlight: Kyalami International Convention Centre.
Hosted at the prestigious Kyalami International Convention Centre in Midrand, Johannesburg, offering expansive column-free exhibition halls, state-of-the-art infrastructure, excellent security and seamless regional accessibility from Johannesburg and Pretoria.
Save the Dates: 02–04 July 2027.
Enquiries
Get in touch with the MBE team.
Gallery
Event Gallery & Media
Exhibition highlights, brand showcases, live demonstrations, networking, fashion and grooming experiences, and product launches from My Beauty Expo.
FAQ
Frequently asked questions
What is My Beauty Expo?
Africa’s premier B2B and B2C trade platform connecting global manufacturers, brand owners and exporters with regional distributors, retailers and trade buyers.
When and where is the 2027 edition?
The Flagship 2027 Edition takes place from 02 to 04 July 2027 at the Kyalami International Convention Centre, Midrand, Johannesburg, South Africa.
Who should attend?
Importers, distributors, regional agents, salon and spa owners, hair stylists, aesthetic doctors, dermatologists, retailers, department store buyers, wholesalers, manufacturers, formulators, hotel groups, and press and media representatives.
Who should exhibit?
Exhibitors in cosmetics, OEM/ODM and advanced manufacturing, agro-processing and natural ingredients, salon, spa and wellness, hair, make-up, nail, Halal cosmetics, and creative industries and lifestyle.
What stand packages are available?
Floor Space Only, Basic Shell Schemes (packaged and non-packaged turnkey booths) and Country Pavilions.
What is the B2B Buyers Matchmaking Programme?
Pre-scheduled 1-to-1 meetings connecting international and local buyers with sellers through a digital platform with personalized concierge service. Platform access is free, 24/7/365.
How can a company exhibit or book internationally?
Send an exhibitor enquiry using the form on this page, or contact the organising team directly. International sales and bookings are handled by Thomas James, International Sales Director.
How can I contact the organising team?
Email info@mybeautyexpo.co.za or call +27 60 579 5154 / +91 11 41530918. See the contact section for named contacts.
THE FUTURE OF BEAUTY IS CONNECTED.
Connect with top industry leaders at this expo. Exhibit or visit the Second Edition of My Beauty Expo.
Margaret Mouton-Paul, Event Director / CEO
margaret@mybeautyexpo.co.za / info@mybeautyexpo.co.za
Direct line: +27 68 695 6461
Member of SAACI, SAICA and CECOSA
Thomas James, International Sales Director (international sales/bookings)
projects@synergiceindia.com
Direct line: +91 9311783733