On October 25–28, the XIV International Exhibition of Perfumes and Cosmetics InterCHARM – the largest in Russia, the CIS and Eastern Europe took place in Moscow. The exhibition was attended by 1,174 companies, of which 500 were exhibited at InterCHARM for the first time. The exposition was located on two floors «Crocus Expo» and was represented by thematic halls «Perfumery and cosmetics», «Cosmetology and Equipment», «Nail service», «Hairdressing».

The exhibition presented: decorative and professional cosmetics, perfumes, accessories for makeup artists, children's, men's, natural and organic cosmetics, hair coloring and hair care products, tools for hairdressers, furniture and equipment for beauty salons, products for hardware and laser cosmetology, products for aromatherapy, manicure tools and pedicure. All the ingredients of the perfumery and cosmetic cuisine were allocated to special sections of the exhibition: from formulas and ingredients to packaging and labels of finished products, as well as product promotion services.

The global geography of brands on InterCHARM has expanded this time to 54 countries. Cosmetics from the Republic of Sakha (Russia, Yakutia) were presented for the first time, debuted with their own products Morocco and Portugal. The project has become a unique mix of fundamental Russian scientific experience in cosmetology, brilliant Asian successes in preserving youth and age-old European tricks of honing beauty and masking flaws.

Organic cosmetics as one of the fastest growing trends in Russia and CIS countries occupied a separate section "Green Valley". On October 27, a round table was held here "Behind the Scenes of natural cosmetics", which brought together experts who pay close attention to the issues of ingredients and formulations, certification of eco-products, as well as prospects for the development of this market segment in Russia.

Traditionally, for several seasons, the section of niche cosmetics and perfumes La Niche has been presented at InterCHARM . The holding company Brocard Group presented its first niche project Cosmogony, telling in the language of fragrances about the birth of the Universe. 

The theme hall «Hairdressing» hosted many show programs and master classes with Italian masters. Among the invited celebrity hairdressers was a Hollywood stylist Chris Foster, who works with Matthew Perry and Kit Harington, and Ruslan Tatyanin – a master of international class, collaborating with fashion magazines and television.

The hall «Nail service» stood out with an abundance of photo zones and interactive entertainment for guests. The exposition of the hall included hundreds of stands representing products for manicure, pedicure, nail care, tools for nail art and nail design, equipment and tools for nail service professionals.

The cosmetology exposition was marked by the largest number of participants: all categories of products and services of the industry were presented at 440 stands. Among the exhibitors: Christina, ADN, Mesoderm, Cristaline, Algologie. Managers and marketers of cosmetology clinics, beauty salons and distribution companies were able to attend the relevant conference "Aesthetic medicine services in Russia. Market analysis: product, customer, prospects", where the most demanded services and communications with consumers of these services were discussed.

The theme hall «Cosmetics and perfumes» united iconic brands for many makeup artists and collectors: Temptu, Cargo Cosmetics, Cailyn, Carmex, EOS, Malin+Goetz, is Clinical, Beautydrugs, Just. A real stir among visitors was caused by the return of the legend of the popular and affordable brand Ruby Rose.

For the first time in recent years, InterCHARM hosted its own brand building forum. The business forum «How to create a beauty brand» covered all aspects of the promotion of the cosmetic brand – perfume, premium, natural, as well as sampling services (beauty boxes). The speakers were marketers and top managers of companies «Rive Gauche», Cosmotheca, Avon, L'Oreal.

On October 25 and 26, the III International Summit of Suppliers and Retailers Retail Connect took place. The summit was marked by sessions of negotiations between 22 retail chains and 29 suppliers of various categories of goods and a conference part. During the negotiation sessions, about 500 personal meetings took place, during which agreements were reached that marked the beginning of a new partnership. According to statistics, about 80% of all agreements in the Russian beauty industry are concluded on InterCHARM. The conference participants learned about the latest trends from the research agencies GfK, Ipsos Comcon and Mediascope, as well as from representatives of Google, RPKA and others speakers.

The listeners of the conference "Algae in the beauty and health industry" looked into the future of the beauty industry. European and Russian specialists of leading scientific laboratories and ecologists shared their research on how algae become the basis of cosmetic formulations of the XXI century.

The XII All-Russian Convention of Beauty Salons was devoted to various business and personnel aspects of management. In the section «Personnel » it was possible to learn about the nuances of legislation regulating the activities of beauty salons, in the section «Finance»  about the features of the software to attract new clients. The section «Clients» was dedicated to working with the client base, and «Current practice» and «Professional development» focused on male and female approaches to conduct business and work with bloggers.

For two days, the Final of the Russian Championship in Hairdressing and Decorative cosmetics, modeling and nail design was held on the stage of InterCHARM , in which the nominees who passed the regional selection competed.

In addition, specialized events for industry professionals were held at the site: the qualifying championship for spa-sugaring Arabia Professional 2017, II Congress "Actual problems of podology" and II Russian Pedicure Championship.

A special gift was made by the organizer for the masters of hairdressing: on October 26, the Anna Eshwood Art Team performed on the main stage of InterCHARM with a master class "Fundamental rules of haircut design" and three shows of construction hair design.

The autumn InterCHARM was not without premieres of collaborations: Honored Artist of the Russian Federation Nikas Safronov presented a collection of napkins with paintings by contemporary artists from private collections together with the brand Pero. And Sergey Gubanov's House of Author's perfumery presented «stellar» fragrances: bold Sooka, created in tandem with the singer Mitya Fomin, and «Romanof», created jointly with the founder of the group «Vintage», Alexey Romanof.

For the first time in the exhibition industry, and it was on InterCHARM that a bot started working in Telegram and Facebook Messenger, which helped guests and participants in finding the right companies, brands and stands, events, and also instantly answered basic questions.

The 25th anniversary exhibition InterCHARM will be held from October 24 to 27 2018.