subscribe to brand news 
b2b Magazine
07.05.2019 | Наталья Кулагина

Spring Beauty Festival InterCHARM 2019

The XVIII season of the International Exhibition of Professional Cosmetics and Equipment for Beauty Salons INTERCHARM Professional 2019, was held in Moscow from April 18 to 20, more than 450 companies took part in it and more than 40,000 unique visitors became guests. During the three days of the exhibition, 13 full-fledged events and hundreds of presentations and master classes were held at the stands of the participants according to the program stated in the catalog.


103 foreign companies participated in the spring specialized exhibition, a record number for the forum, including from Germany, Egypt, Israel, Italy, China, the Republic of Korea, Malaysia, Pakistan, Poland, the USA, Thailand, Ukraine, South Africa and Japan.



Of course, the exhibition also featured a large number of Russian companies, both manufacturers and distributors of professional cosmetics and equipment for equipping beauty salons and the work of industry professionals. New lines and innovative products were presented by such companies as Batiste, OrganicTai, Janssen Cosmetics, POSH and many others.



At the stand of ARTBANDA make-up school all days there were master classes on make-up and body art of the world champion, judge of the international category of the art director of the school Daria Bogatova and champions and prize-winners of the championships of Russia teachers of ARTBANDA make-up school.


The demand for natural products was supported at the exhibition by the work of a special section «GREEN CORNER –Natural cosmetics. The natural origin of the products presented in this section is confirmed by international certificates such as ECOCERT, BDIH and ICEA. Visitors could get acquainted with interesting offers of such companies as: STENDERS, "Alpika", OZ! OrganicZone, KWC, etc.



Within the framework of the exhibition, the cosmetology congress InterCHARM Med was held, which was held for the first time in the exhibition hall. For the first time in the framework of INTERCHARM Professional, the conference "Business cases for managers of salons and clinics: business diagnostics" was held. During the preparation of the spring event, the changes taking place in the industry were taken into account, which were reflected in the updated conference program: new! session «franchise » and session «head-blogger ».



Managers, brand managers, marketers of beauty salons, cosmetology and aesthetic medicine clinics, as well as representative offices and distributors of professional cosmetics were able to learn more about the distribution, marketing and branding of professional cosmetics, as well as market conditions at the premiere forum on trends, distribution and brand building in the market of professional/salon cosmetics, aesthetic medicine and cosmetology Prof Beauty Brand.


For permanent makeup artists, employees of training centers, heads of studios and beauty salons, as well as for anyone interested in the trends of permanent makeup and tattooing for the first time at INTERCHARM Professional, permanent makeup workshops were held.



This season's International Forum was marked by an even more intense program of professional events. Many topical topics were discussed at the "strong" II Congress of "Combined technologies in aesthetic medicine", the scientific curator and organizer of which was the maxillofacial surgeon, cosmetologist and chief physician of the clinic L'Art Salome Abalyan.


Cosmetology professionals had the opportunity to attend another specialized event, the XXII International Congress on Applied Aesthetics, organized by the company "Old Fortress" and the magazine Les Nouvelles Esthetiques.


The XVIII conference "Management of Beauty salons" was also presented at the site, where the managers examined in detail the issues of client and patient rights, work with staff, sales in beauty salons and in general the management of this business. 



For nail masters this year there were two large-scale events at once: master classes "Nail Landing" and "School of Nail Service", within which the issues of opening their own beauty salon and professional burnout were discussed, as well as it was possible to learn about commercial and art modeling and nail design, new types of hardware manicure, etc.



The InterCHARM-Mentorship program was held as part of the support of young certified specialists in the beauty industry. Under the guidance of a professional guide, the participants got acquainted with the latest trends in cosmetology and aesthetic medicine, as well as new drugs and procedures.

For the convenience of visitors and help in navigation at the exhibition, a personal assistant worked INTERCHARM Professional bot in Facebook Messenger, Viber and Telegram. With its help, it was convenient to view the navigation and diagrams of the halls, make online ticket purchases, navigate the project program, and also get answers to questions.


The next season of InterCHARM 2019 will be held on October 23−26 at Crocus Expo. For the first time in Russia, the surreal makeup star Mimi Choi (Mimi Choi), whose fantastic works are followed by a million audience on Instagram, will give a master class here


Photos: provided by the organizers