Japan’s largest trade fair for beauty and wellness products drew thousands of visitors to the Tokyo Big Sight exhibition venue in the capital on Tuesday, with companies racing to showcase the newest cosmetics trends including glittery gel nail art, slimming wellness massages and permanent wave hair designs.
“Come to visit the fair to meet over 500 exhibitors and attend seminars to pick up inspiring information to develop your own beauty trend!” said leading trade fair organizers the Messe Frankfurt Group on the fair website.
Japan, known for ‘outrageous’ beauty trends including pink Hello Kitty contact lenses, slimy snail facials using live molluscs for exfoliation and even a low-calorie cookie reputed to boost bra size, according to the Montreal-based lifestyle blog The Talko, hosts the fair annually to inspire new entrepreneurs seeking to break into the industry.
Over a dozen seminars are also featured to impart practical knowledge from experts to aspiring and practicing stylists, retailers and aestheticians.
Though less than 10 percent of Beautyworld’s 538 exhibitors this year are from non-Asian countries, Japanese beauty products have long been touted globally for their impressive technology.
“The moment I made the transition from makeup enthusiast to junkie was the moment I discovered affordable Japanese cosmetics,” writes British beauty blogger Rowena, of the Cosmetic Candy Blog, adding that the “scope, variety, efficiency and sheer sparkly goodness” of Japanese products all add to their allure.
The three-day fair runs until Wednesday and is expected to attract an estimated 65,000 visitors, according to the organizers.