It will feature more than 450 brands from 22 countries and territories including the US, UK, Australia, Canada, mainland China, Hong Kong, Germany, Israel, Italy, Japan, South Korea, Malaysia, New Zealand, Poland, Russia, Singapore, Switzerland, Thailand, Taiwan, Turkey, and India.

Nine international pavilions from South Korea, Europe, Singapore, Japan, Taiwan, Thailand, mainland China, Malaysia, and China will showcase their most innovative products.

This year’s expo will have a section for organic and natural products.

Another new section this year will be the “Made in Vietnam” pavilion, which will turn the spotlight on Vietnamese brands.

The buyer profile will expand from mainly distributors and retailers to a wider range including salon owners, OEM and contract manufacturers and brands.

The event will also feature a series of networking events and workshops focusing on case studies on how to build brands and sales channels effectively through social media, affiliate marketing, influencers, and video marketing.

The third Vietnam Beauty Distributor and Retailer Club annual workshop will be held to give insights on omnichannel retail strategies.

The expo, organised by Informa Exhibitions, will be held at the Sai Gon Exhibition and Convention Centre from August 22 to 24. —VNS