Southern Africa's Largest Cosmetics & Beauty Fair
Direct access to South Africa's $4.2 billion beauty market and, under AfCFTA, a continental market of 54 countries. The single international meeting point for cosmetics, personal care, hygiene, medical aesthetics, and supplements.
Free Visitor Entry
Africa's Beauty & Cosmetics Meeting Point
ABeautyExpo is the most comprehensive B2B trade platform for the cosmetics, beauty, personal care, hygiene, and dietary supplement sectors on the African continent. In its second edition in Johannesburg, this international fair — organized by Bifaş and Hedef Expo — forms Turkey's strongest cosmetics trade bridge to Africa.
The "A" Concept in ABeautyExpo
We don't see beauty as cosmetics alone — we define the continent-uniting "A-Beauty" philosophy with corporate confidence.
Allure
"The Global Signature of Allure." We showcase the aesthetic appeal of brands through our international perfumery and elegant retail vision.
Aesthetic
"The Pinnacle of Science and Aesthetics." We deliver renewal through advanced medical skincare, dermatological treatments, and innovative clinical technologies.
Affordable
"Premium Power, Smart Trade." Through our cleaning, personal hygiene, and private-label (OEM) philosophy, we make the highest quality accessible.
Africa
"The World's Fastest-Growing Market." Drawing inspiration from local sources (shea, marula, collagen), we unite the trade power of an entire continent.
Supporters & Partnerships
ABeautyExpo 2027 is made possible with the support of public institutions, industry associations, and strategic partners.
Organizer
Supporters & Partners
South Africa Beauty Market Figures
These figures, based on Mordor Intelligence, Statista, and Market Data Forecast, are the numerical proof of why ABeautyExpo is held in Johannesburg. South Africa alone represents 28% of the continental market.
Skincare is the largest segment of the African cosmetics market, driven by hyperpigmentation, acne, and dry-skin demand.
Hair Care is the fastest-growing segment, projected to reach $1.12B by 2031.
Zero tariffs on cosmetics raw materials across 54 African countries.
SADC Country Profiles & African Market Opportunities
ABeautyExpo offers direct access not only to the South African market, but to 15 countries across the SADC Free Trade Area and 54 African countries under AfCFTA.
South Africa
The continent's largest single cosmetics market. Johannesburg is the logistics and finance hub.
Nigeria
Under AfCFTA. Lagos is the largest cosmetics distribution hub.
Kenya
Nairobi is East Africa's cosmetics and wellness products center. E-commerce is growing fast.
Zimbabwe
An easily reached, growing middle-class consumer market via South Africa.
Tanzania
Dar es Salaam stands out for demand for natural and organic beauty products.
Botswana
Same customs union as South Africa. Tariff-advantaged access.
Mozambique
A rapidly growing hygiene and personal-care market reached via Maputo.
Zambia
Rising purchasing power in the Copper Belt region is driving cosmetics demand.
Namibia
Strong retail presence on the west coast via the Windhoek distribution network.
Uganda
East Africa's young demographic shows strong interest in beauty and wellness products.
AfCFTA Makes All of Africa One Market
The Continent's Trade Hub, the Fair's Natural Home
Every buyer and distributor within the SADC Free Trade Area comes together at ABeautyExpo.
Six Sectors, One Roof
Each category is organized with its own buyer audience, dedicated hall, and program. A specialized visitor profile means more productive B2B meetings.
Skincare & Derm
- Clinical skincare and dermocosmetics
- Day/night creams, serums, toners
- SPF and after-sun protection
- Anti-aging, hyaluronic acid, retinol lines
- Hyperpigmentation and acne treatment formulas
- Eye, lip, and neck care products
Color, Fragrance & Hygiene
- Color cosmetics and all makeup products
- Perfume, cologne, deodorant, and niche fragrances
- Color formulations tailored to African skin tones
- Personal hygiene and bath products
- Wet wipes, baby care, medical soaps
- Nail polish and care products
Hair & Salon
- Professional hair care and coloring systems
- Curly, coily, and short-hair products
- Hair extensions, wigs, and add-ons
- Salon furniture, chairs, and washing units
- Manicure-pedicure equipment
- Nail extensions and nail-art supplies
Medical Aesthetics & Equipment
- Medical laser and light-based aesthetic devices
- Carboxytherapy, cryotherapy, RF devices
- IPL, epilation, and phototherapy systems
- Dermapen and mesotherapy equipment
- Spa beds, thalasso, and wellness equipment
- Aesthetic-clinic furniture and infrastructure
Natural, Organic & Supplements
- Nutricosmetics: collagen, biotin, antioxidants
- Products featuring Marula, Baobab, and Rooibos extracts
- Vegan and cruelty-free certified lines
- Dietary supplements and wellness products
- Clean beauty and sustainable packaging
- Aromatherapy and essential-oil products
Packaging, Ingredients & Private Label
- Cosmetic packaging and bottle design
- Labeling, printing, and brand-identity solutions
- Active ingredients and raw material sourcing
- Fragrance components and essence concentrates
- Contract manufacturing and private-label services
- Cosmetic testing labs and certification
ABeautyExpo ürün kategorileri
The Shortest Path Into Africa
One fair, direct access to the 15-country SADC market and 54 AfCFTA countries.
Direct Market Access
The $4.2B South African beauty market and zero tariffs across 54 AfCFTA countries. Step into the continent's trade hub at a single fair.
Planned Meetings, Not Chance Encounters — MyMatch
Algorithmic matching with buyer delegations before the doors even open. You'll know who's coming to your booth in advance — no wasted time.
Registered Hosted Buyer Delegations
The region's real decision-makers — distributors, pharmacy-chain buyers, beauty-salon-group purchasing managers — are brought in by invitation.
Reduce Regulatory Risk
With SAHPRA (South African Health Products Regulatory Authority) guidance, learn the compliance hurdles you'll face before entering the market.
One Fair, Multi-Market Economics
Compare the cost of a single fair against separate marketing trips to 15 SADC countries.
Brand Visibility & Press
Build industry-leader perception, not just sales, with a stage at the Beauty Talks & Trends conference, press coverage, and social/web visibility.
Choose the Booth Package for Your Brand
- Ready-Made Booth Construction
- Lighting & Electricity
- 1 Table, 2 Chairs
- 1 Lockable Reception Counter
- Carpet Flooring
- Listing in Fair Catalog & Website
- Exhibitor Badge
- Unlimited Online Invitations
- Ready-Made Booth Construction
- Lighting & Electricity
- 1x1 Lockable Storage Room
- 2 Tables, 6 Chairs
- 1 Lockable Reception Counter
- Carpet Flooring
- Listing in Fair Catalog & Website
- MyMatch Priority Matching
- Exhibitor Badge
- Unlimited Online Invitations
- Ready-Made Booth Construction
- Lighting & Electricity
- 2x1 Lockable Storage Room
- 3 Tables, 9 Chairs
- 2 Lockable Reception Counters
- Carpet Flooring
- Listing in Fair Catalog & Website
- MyMatch Priority Matching
- Exhibitor Badge
- Unlimited Online Invitations
- Ready-Made Booth Construction
- Lighting & Electricity
- 2x1 Lockable Storage Room
- 4 Tables, 12 Chairs
- 3 Lockable Reception Counters
- Carpet Flooring
- Listing in Fair Catalog & Website
- MyMatch Priority Matching
- Dedicated B2B Lounge Allocation
- Priority Booth Location Selection
- Exhibitor Badge
- Unlimited Online Invitations
MyMatch: Smart Business Matching System
Before the fair doors open, exhibiting brands and registered buyer delegations from across Africa are matched on the MyMatch platform.
Register as a manufacturer, distributor, or buyer delegation. Define your product categories and target markets.
The MyMatch algorithm identifies the best matches based on customs capacity, product fit, and buyer profile.
A personalized meeting schedule is sent by email ahead of the fair. Simultaneous interpretation support is available.
Face-to-face meetings and deal-making take place in dedicated B2B meeting rooms.
Select your role and sector to see your potential network.
Put Your Brand on Africa's Most Prestigious Fair
Comprehensive visibility from before the fair to after. Direct contact with your target audience, brand awareness, and B2B matching opportunities in one package.
- Speaking Slot at the Opening Ceremony
- Plaque Presentation
- Speaking Slot at the Beauty Trends & Talks Seminar
- Exclusive Branding at the Fair Entrance
- Logo Placement Across All Digital & Social Channels
- Logo on All Fair Branding Materials
- Logo in Print & Digital Advertising
- Logo Featured in Weekly Newsletters
- Brochure Insert in Visitor Bags
- Priority B2B Matching on MyMatch
- Dedicated B2B Lounge Allocation
- Logo & Banner on Website Hero Slider
- Logo on Photo/Video Backdrop
- Full-Page Ad in Fair Catalog
- Foreword Feature in Fair Catalog
- 40 m² Booth Space Allocation
- Top Placement in Press Release
- 2 Dedicated Emails to the Global Visitor Database
- Plaque Presentation
- Speaking Slot at the Beauty Trends & Talks Seminar
- Logo Placement Across All Digital & Social Channels
- Logo on All Fair Branding Materials
- Logo in Print & Digital Advertising
- Logo Featured in Weekly Newsletters
- Priority B2B Matching on MyMatch
- Dedicated B2B Lounge Allocation
- Logo on Photo/Video Backdrop
- 20 m² Booth Space Allocation
- 1 Dedicated Email to the Global Visitor Database
- Logo on Website
- Full-Page Ad in Catalog
- Plaque Presentation
- Speaking Slot at the Beauty Trends & Talks Seminar
- Logo Placement Across All Digital & Social Channels
- Logo on All Fair Branding Materials
- Logo in Print & Digital Advertising
- Logo Featured in Weekly Newsletters
- Priority B2B Matching on MyMatch
- Logo on Photo/Video Backdrop
- Logo on Website
- Full-Page Ad in Catalog
- Plaque Presentation at the Opening Ceremony
- Logo on Fair Lanyard & Badge (Including Online)
- Official Fair Bags (Logo & Visual Branding)
- Logo Placement Across All Digital & Social Channels
- Logo on All Fair Branding Materials
- Logo in Print & Digital Advertising
- Listing on the Online Visitor Registration Page
- Priority B2B Matching on MyMatch
- Full-Page Ad in Catalog
Get a Sponsorship Offer
Gallagher Convention Centre
Africa's most prestigious exhibition and conference centre since 1993. Strategically located between Johannesburg and Pretoria, with 27,000 m² of indoor exhibition space across 32 hectares. Address: 19 Richards Drive, Halfway House, Midrand 1685, South Africa. Direct access via N1 Highway, 25 min from OR Tambo Airport.
Gallagher Convention Centre is Gauteng's premier events venue. Founded in 1993, Gallagher has become a benchmark for the events industry.
The 32-hectare facility offers 27 multi-purpose venues hosting a wide range of events, from conferences, dinners and luncheons to cocktail functions, exhibitions and private events. At Gallagher Convention Centre, we deliver exceptional service and quality to our clients and guests.
Centrally located in Midrand, between Johannesburg and Pretoria, Gallagher is known for its distinctive character, style and outstanding service delivery.
Gallagher Convention Centre hosts approximately 30 exhibitions and 350 events per year. The facility offers 5,000 parking bays for visitor convenience. Load-in to Gallagher's venues is made easy with drive-in loading bays for single-level loading.
Our team of renowned chefs is eager to bring innovation and support to event organisers with five-star menus tailored to any theme.
Gallagher Convention Centre is dedicated to service excellence, and our professional, experienced team — together with our network of pre-authorised suppliers — is committed to meeting our clients' requirements. To best accommodate organisers, Gallagher Convention Centre offers a one-call solution that lets organisers secure pre-authorised suppliers without further calls. The skilled staff that make up the Gallagher Convention Centre team work diligently to ensure organisers' requirements are met and their expectations exceeded.
How to Get to Johannesburg
Everything you need to know about flights, visas, accommodation, and airport transfer from Turkey to Johannesburg.
Turkish CitizensTurkish passport holders can enter South Africa visa-free for up to 30 days.
EU & UKEU and UK citizens can enter visa-free for up to 30–90 days.
US & CanadaUS and Canadian passport holders can enter visa-free for up to 30 days.
India & ChinaA visa must be obtained in advance from the embassy. Apply for an invitation letter.
Booth Freight & Technical Specifications
| Maximum Booth Height | 4.0 meters |
| Electricity Connection | Included in all booth packages |
| Internet (WiFi) | Free throughout the venue |
| Setup Days | 20–21 July 2027 |
| Teardown Day | 25 July 2027 |
Fair Brochure & Exhibitor Guide
Download the comprehensive fair brochure and Exhibitor Guide, covering booth pricing, the fair schedule, travel information, and exhibitor package details.
Newsletter Subscription
Get fair updates, early registration offers, market reports, and African cosmetics industry news straight to your inbox.
The Voice of the Industry
“By midday on the very first day, we had already held 26 meetings — 7 or 8 of them with major distributors. It was a truly productive fair and B2B experience for cosmetics.”
“The number of visitors far exceeded our expectations. Our meetings were highly productive, and we'd love to take part again if given the chance.”
“We attended the Johannesburg fair for the first time through Hedef Expo, and the interest we received far exceeded our expectations. We built great connections and had the chance to meet new companies.”
“We made our first entry into the African market through Hedef Expo. Throughout the fair we met truly valuable exhibitors, and we're genuinely pleased with the outcome.”
“We chose South Africa as a target market to grow our exports. Thanks to the strong customer network Hedef Expo connected us with, our meetings went very positively.”
“We didn't expect the fair to be this busy. We held a large number of meetings with people who were seriously looking to do business, and we're extremely pleased.”
“It was a highly successful organization that built the right contacts and brought the right people together. We're aiming to start exporting to South Africa as soon as possible.”
“Our booth has seen strong interest since the morning, and everything is going wonderfully. We thank the Hedef Expo team for their hard work.”
Our Global Representative Offices
Write to Us to Apply or Get Information
Get in touch with us for booth reservations, visitor registration, sponsorship, or media accreditation.