Following an extensive research on the beauty industry in Southeast Asia, it was brought to light that the majority of beauty shows in the region were B2C-oriented (Business to Consumer – where the products and services exhibited were targeted at the public) and not B2B (Business to Business – where exhibitors cater specifically to the beauty professionals in the industry such as salon and spa owners, beauty academy students and potential investors in the beauty trade). ECMI Trade Fairs SEA thus conceptualised and launched Cosmobeauté, a very first beauty trade exhibition in Southeast Asia that caters to beauty professionals such as importers, distributors, professional beauticians, spa therapists, etc. There have been similar international beauty shows organised in Europe and independent shows in Asia but to date, there was no one show that aimed at a regional platform for the Southeast Asia market.

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