本届美美上海以「文化之美 Beauty of Cluture」为主题，深入那些赋予产品灵魂、并在时间中不断演进的文化脉络，在流动的叙事中与行业一同重新理解“美”。

On April 5, 2026, Beauty Shanghai × Notes Shanghai 2026SS wrapped up successfully at the West Bund International Convention and Exhibition Center.

This edition of Beauty Shanghai carried the theme “Beauty of Culture,” delving into the cultural narratives that give products their soul and evolve over time. Through these evolving stories, the exhibition invited the industry to rethink and reinterpret the concept of beauty.

来自23个国家及地区、近130个精品美业品牌参展，其中近60%来自海外。

Nearly 130 Beauty Brands from 23 Countries: 60% International

本届美美上海共汇聚来自23个国家及地区、近130个精品美业品牌，其中海外品牌占比近60%。

This year’s Beauty Shanghai brought together nearly 130 beauty brands. International exhibitors accounted for 60% of the total.

Over the four-day event, Beauty Shanghai × Notes Shanghai 2026SS drew 7,000+ professional attendees from across the luxury and beauty sectors—including international brand groups, cosmetics conglomerates, distributors, creators, industry brands, consumer media, and investment institutions—along with 12,000+ public visitors at the West Bund International Convention and Exhibition Center.

This edition of Beauty Shanghai partnered with five authoritative industry media—BeautyMatter, Jingzhi Media Group, Beauty Insiders, Brandstar, and noseidea—to launch the “Beauty Forum”, a four-day series of high-energy discussions. Each day featured a different theme, analyzing the industry’s most relevant trends and opportunities.

During the exhibition, a total of 30 industry forums were held, covering key topics ranging from the globalization of Chinese brands to the sensory dimensions of the “Age of Perception,” from the construction of cultural narratives to cross-disciplinary creative inspiration. On-site discussions were lively, and over 5,000 viewers tuned in to the online broadcasts.

美美论坛 × BEAUTYMATTER & 精致传媒——「破局：中国美妆品牌的全球化之路」

BEAUTY FORUM × BEAUTYMATTER & JINGZHI MEDIA GROUP—— Breakthrough — The New Global Playbook for C-Beauty.

美美论坛 × 美妆内行人——「“感观时代”五大维度：品牌如何被感知、被记住、被选择？」

BEAUTY FORUM × BEAUTY INSIDERS ——

Five Dimensions of the「SENSE AGE」: How Are Brands Perceived, Remembered and Chosen?

美美论坛 × 品牌星球 ——「以文化之美，构建品牌的长期叙事」

BEAUTY FORUM ×BRANDSTAR ——

Building Long-Term Brand Narratives Through the Beauty of Culture

This year, the special exhibition program received a comprehensive upgrade. Notes Shanghai × Beauty Shanghai collaborated with the world’s only perfume archive Osmothèque, legendary perfumer Dominique Ropion, Givaudan, dsm-Firmenich, IFF, CPL, scent-to-visual art translator Sandy-Z, internationally renowned pianist and fragrance expert Laurent Assoulen, DINshare, and the GOA Golden Osmanthus Award to present ten themed exhibitions, offering visitors a richer, multi-dimensional exploration of the world of olfactory art.

全新推出多重玩法，打开游逛展会的更多体验维度。

Multiple New Experiences Launched to Enhance Exhibition Exploration

从逛展体验到周边漫游，我们始终致力于为每位到场观众提供更愉悦的展会体验。

本届美美上海×气味上海联合新气巷 Notes Vibe、offnose、RITUALS怡式、天猫，全新推出多重互动玩法，同时，联合西岸国际会展中心、GATE M 西岸梦中心、传媒港花园里、星扬西岸中心带来专属餐饮福利。

From exploring the exhibition to enjoying the surrounding area, we are committed to providing every visitor with a more enjoyable and engaging experience.

This season, Beauty Shanghai × Notes Shanghai partnered with Notes Vibe, Offnose, RITUALS, and Tmall to introduce a variety of new interactive experiences. In addition, exclusive dining benefits were offered in collaboration with the West Bund International Convention and Exhibition Center, GATE M, Media Harbor Garden, West Bund Garden and Lumina Shanghai.

更多精彩内容&活动一览

Highlights of Activities

《FUTURE50》中文版&

《NEZ in CHINA》第三期

现场重磅首发

Exclusive On-Site Debut: NEZ in CHINA Issue 3 & FUTURE50 Chinese Edition

This marks Beauty Shanghai’s second edition. As a still-young exhibition, some shortcomings are inevitable. We fully understand that every detail matters to our participants, which is why we greatly value all feedback received.

All feedback from this edition has been carefully documented. We will thoroughly review it and actively implement improvements to continuously enhance both the visitor experience and professional standards in future editions.

As a partner walking alongside the industry, Beauty Shanghai has discovered far greater possibilities than anticipated through a process of trial, learning, and progress.

The term “Beauty” in Beauty Shanghai carries a broad scope—it encompasses the beauty industry as a whole, from cosmetics and skincare to haircare, blending cutting-edge technology with cultural depth. It cannot be defined by a single dimension; it relates to all aspects of beauty and continually evolves with the times and cultural shifts. For this reason, Beauty Shanghai is committed to maintaining a stance of “always present, always exploring.” Our goal is not merely to host an exhibition, but to co-create with the industry in the ongoing pursuit of ever-changing answers.

In a fast-moving market, no one can define the future alone. Its shape will ultimately be the sum of everyone’s choices: the narratives brands choose to tell, the voices media choose to amplify, and the lifestyles consumers choose to embrace—all of which together will shape the future of the beauty industry.

We would like to express our heartfelt gratitude to all exhibitors, buyers, bloggers, media representatives, and fragrance and beauty enthusiasts who participated in the exhibition; to every partner for their support and trust; to the West Bund International Convention and Exhibition Center for their dedicated assistance; and to all partners who provided catering and service support.

Thank you for accompanying Beauty Shanghai on its journey of growth. We sincerely hope that everyone found what they were looking for at Beauty Shanghai 2026SS. We will continue to grow alongside beauty brands, moving together with the industry toward a more open, diverse, and imaginative future.

From October 14 to 17, Beauty Shanghai 2026 AW will take place at the West Bund International Convention and Exhibition Center. We look forward to seeing you again this fall for an even better edition.

本文围绕香薰, 香氛, 香水, 精油, 无火香薰, 香薰蜡烛, 藤条香薰, 家居香氛, 天然香薰, 扩香展开，结合行业最新动态，为关注香氛的读者提供实用参考。

文章来源：中国日用化工协会（https://www.chcia.org.cn/）

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