Trade show Cosmoprof Asia 2026 launched a global “WANTED” campaign as the theme for its 2026 edition, which will take place from November 10-13 in Hong Kong. The campaign is inspired by the familiar visual language of ‘Wanted’ posters, and, organizers say, reflects the three key forces influencing the future of the beauty industry: rule breakers, innovators and fragrance addicts.
The details of this year’s show were unveiled yesterday during a press conference at the Royal Hong Kong Yacht Club. The trade show is organized by BolognaFiere Group and Informa Markets Asia.
Fragrance continues to be a key focus for Cosmoprof Asia. It has renewed its partnership with perfumery event Esxence for the second consecutive year. The partnership will see the return of Explorer by Esxence, which aims to foster new connections between Asian fragrance brands and the international niche perfumery community.
This year’s show will present three initiatives focused on fragrance. ScentMuseum, developed in partnership with Xuelei Fragrance Museum, will showcase scent culture, formulation innovation and Chinese perfumery through interactive and multisensory spaces.
CosmoLab will offer visitors an overview of the fragrance creation process, from the initial concept through to the finished product. It is developed in collaboration with Xuelei, packager Baralan and fragrance house CPL Aromas.
An installation called Fragrance Creative Workshop, developed in partnership with creative agency Centdegrés China, will highlight a selection of international fragrance brands.
This year’s Cosmo Onstage will also feature three international make-up artists: Megumi Sekine, Nikkie de Jager from NikkieTutorials and Mao Geping.
Industry insights
The press conference also featured insights from Wendy Wong, APAC-based consultant at trend agency WGSN, who identified key macro trends for beauty in 2028:
- AI Ordinary: As AI shifts from disruptor to essential in everyday beauty, consumers will expect transparency and a human element. Brands will need to be personal, not generic.
- Sensorial Reset: In an increasingly automated environment, sensory experiences in beauty that engage sight, smell, sound, taste and touch will become more important. The beauty industry will prioritize physical touchpoints just as much as virtual and digital. For brands, providing multi-sensory cues will become proof of quality, care and intention.
- Climate-Impacted: A changing climate is expected to drive demand for reliability and continuity. Consumers will seek beauty products that support them during climate change. Brands will need to provide climate-adapted solutions.
- Connecting in Chaos: Amid ongoing volatility and information overload, consumers will seek connection, simplification and clarity. Brands will need to help reduce consumers’ cognitive load.
- Fragmented Identities: As humans live longer, demographics are losing their relevance. Beauty will reflect identities, moods and needs, rather than age or life stage. Brands will need to shift their approach to allow fluid self-expression.
- Restoring Trust: As consumers become more skeptical, brand authority will no longer be sufficient. Brands will need to earn trust through transparency, traceability and visible evidence in marketing to strengthen claims.
International reach
The 29th edition of Cosmoprof Asia is expected to host over 2,900 international exhibitors and more than 78,000 attendees. Angel Fu, Event Director Informa Markets Asia, said that 89% of last year’s exhibitors came from outside Hong Kong.
The event will host 20 country and group pavilions including: Australia, China, France, Germany, Hong Kong, Italy, Japan, Korea, Philippines, Singapore, Spain, Switzerland, Taiwan Region, Thailand, USA, with Brazil, Bulgaria, Canada, South Africa and the UK joining as new participants this year.
Italy has been selected as this year’s Country of Honour. The Italian Trade Agency (ITA), together with the Ministry of Foreign Affairs and International Cooperation and Cosmetica Italia, the Italian Personal Care Association, will present a country pavilion spanning the two areas of the show. The show’s area for finished cosmetics Cosmoprof Asia will take place from November 11-13 at the Hong Kong Convention and Exhibition Centre, while the area for suppliers, Cosmopack Asia takes place from November 10-12 at the AsiaWorld-Expo.