From Düsseldorf Into the World: Where Beauty Trends Are Born

Celebrity hairdresser Dashi Krasnici can’t imagine a better city for his hair salon: “Düsseldorf is becoming more and more interesting for beauty fans. It’s smaller than other major German cities, but that’s exactly what makes it so special,” the salon owner says. “Everything is close together here; people meet and exchange ideas, and suddenly new trends emerge. There’s always something to discover: fashion events, beauty trade shows, fashion shows – the city remains exciting.”

Düsseldorf is Germany’s undisputed beauty capital: a testing ground, networking hub and innovation launchpad. Making sure of that are market leaders such as L’Oréal, Schwarzkopf, Douglas and Shiseido, all of which have their headquarters on the Rhine River. But even setting aside the big names, the city is a center for innovation: numerous hair and beauty studios, from exclusive salons to specialized skincare clinics, shape the cityscape. The cherry on top is Messe Düsseldorf, the trade show provider that year after year draws industry professionals from around the world with its BEAUTY Düsseldorf and TOP HAIR shows.

While these well-established trade shows put Düsseldorf on the map as a go-to destination for industry pros, the new “The Art of Beauty & Health” is specifically aimed at adding consumers to the mix. “This is our way of bolstering Düsseldorf’s reputation as the capital of beauty,” emphasizes Messe Düsseldorf COO Marius Berlemann. “With The Art of Beauty & Health, we’re not only providing a new and attractive platform for the city’s well-established beauty industry – but also for beauty-enthusiastic consumers.”

Just like all Messe Düsseldorf trade shows, BEAUTY, TOP HAIR and the new “The Art of Beauty & Health” serve as innovation platforms. And innovations play an increasingly important role in the cosmetics and hair care industry. For a long time, cosmetics came down to skin types, trends and personal preferences – but today, the sector is all about data-driven technologies and scientific innovations. Algorithms are replacing the classic mirror test, social commerce is changing the way we discover products, and natural cosmetics long ago turned from a niche into a market worth billions.

The retailer Douglas, which relocated its headquarters from Hagen to Düsseldorf in 2016, is one example of a company that has embraced digital change. “As a beauty hub, the city of Düsseldorf offers excellent infrastructure for premium and luxury brands and attracts top talent, which boosts our ability to deliver innovations,” explains Douglas Group CEO Sander van der Laan. The company introduced an AI-based skin analysis tool back in 2022 already. Running in the Douglas app, it determines skin type and creates personalized care recommendations in mere seconds. “Innovations are essential when it comes to exceeding our customers’ expectations,” adds van der Laan. “In over 200 years of company history, we have continuously reinvented ourselves and successfully adapted to changing markets. Today, social commerce, data-driven marketing, and AI are our most important drivers of innovation.”

Even as algorithms are making the beauty world smarter, there’s a growing desire for products that are as natural as possible. A study by the German Cosmetic, Toiletry, Perfumery and Detergent Association shows that 34% of consumers specifically value sustainable cosmetics, while 76% want their care products to be good not only for themselves but also for the environment. Two-thirds want the entire cosmetics industry to become more sustainable – and more than half are willing to pay higher prices to make it happen.

The industry is evolving rapidly: artificial intelligence can analyze skin images in seconds, while natural cosmetics are being combined with modern scientific findings. Sure, The Art of Beauty & Health attendees can test products at the show, but they can also take masterclasses to dive much deeper into topics such as sustainable beauty routines, healthy skincare and inclusive cosmetics.

Speakers will include Dr. Emi Arpa, one of Germany’s most sought-after up-and-coming dermatologists, who will present the latest developments in medical skincare. Dr. Miriam Meckel, a communications expert whose work focuses on digital trends, will talk about the growing influence of social media and artificial intelligence on the beauty industry. And Tina Müller, who as the former CEO of Douglas led the company’s digital transformation and is now setting new trends as Weleda’s CEO, will share insights into the future of natural cosmetics. “Consumers today want to know a lot more about the ingredients and effects of the products they use,” says Müller. “That’s why this B2C format is leading the way into the future. Weleda will be unveiling an exciting concept in Düsseldorf, with lots of surprises from the world of natural cosmetics.”

That said, Weleda isn’t the only company betting on innovation. Dr. Hauschka and L’Occitane will also be presenting concepts that merge sustainability, health and luxury. Dr. Philip Lettmann, Chairman of the Board of WALA/Dr. Hauschka, will actually be bringing the company’s own medicinal herb garden to the trade show in Düsseldorf. Attendees will be able to experience up close how natural ingredients are processed and what effect they have on the skin.

Even looking beyond the new trade show, Düsseldorf will remain the most important gathering place for the industry. For hairdressers, there’s no way around TOP HAIR, which on March 29 and 30, 2025, will once again feature international star stylists, live demos and exclusive workshops. Brands such as Dyson, Wella Professionals and L’Oréal Professionnel will be on hand to showcase their latest products.

“TOP HAIR is THE industry event in the Germany, Austria and Switzerland region – a meeting place for inspiring people and a platform for exchanging ideas on key topics in the hairdressing industry,” explains Raphael Murg, General Manager L’Oréal Professionnel Germany/Austria/Switzerland. “As L’Oréal Professionnel, we’re using this opportunity to spotlight our innovations and invite our customers to join us in an immersive exploration of the future of the industry.”

BEAUTY Düsseldorf will take place concurrently from March 28 to 30, 2025 – with over 1,200 international exhibitors, live demonstrations and expert workshops. Competitions such as the Make-up Artist Awards and Nailympia Germany will add creative highlights.

Dr. Christine Schrammek-Drusio, dermatologist and Managing Director of Dr. med. Christine Schrammek Kosmetik, emphasizes: “Düsseldorf has been a central meeting point for the professional cosmetics industry for many years – and for us as a locally based company, it is also an important location. The concentration of industry, expertise, and events creates an environment where innovations emerge and new impulses are set – for professionals as well as for consumers.”

With this trio of trade shows, Düsseldorf once again demonstrates that beauty has long been more than just a fleeting trend. It’s an economic factor, a mirror of social change and an innovation platform. And here is where ideas are born, where the minds of the industry meet and where the coming trends in the world of beauty are defined.