As the leading event of its kind in Turkey and the surrounding Eurasian region, each year BeautyEurasia attracts prominent personal care and cosmetics brands, and this year was no different, with 374 brands from 36 countries showcasing their products. Throughout the three-day exhibition, many pressing industry issues were discussed in detail at panels and sessions. Topics included beauty trends, brand sustainability, franchising and retail chain opportunities, and fighting illegal cosmetic products. The vibrant hair shows, which took place on the last day of the exhibition, also attracted a lot of attention from visitors. Strengthening its position as a key B2B event, BeautyEurasia featured a new VIP Hosted Buyer Programme to provide an efficient networking opportunity for manufacturers and suppliers, which took place alongside the Foreign Hosted Buyer Programme hosted by the Turkish Ministry of Economy.