Held at the Centro Citibanemex event space, to the West of the city, the event was covered in full by the Cosmetics Design editorial team, who was busy combing the aisles for the most interesting product launches.
Look out for our photo gallery, which will be published to accompany this article, to find out about how the show looked and what brands were up to on their stands.
The event is a major launching pad for both domestic brands from all over the country, as well as the rest of the Latin American region, and is also a big platform for international brands.
Over the years the event has developed as a major launching pad for innovative brands, as well as a key opportunity for cosmetic and personal care companies to network and forge new business partnerships and deals.
More than 400 exhibitors
The EBS event space covered more than 34,000 square meters of exhibition space and had more than 400 exhibitors, all vying to show off their latest product launches and technologies.
This year’s event was spread across four halls carrying more than 3,000 brands and included larger sized booths promoting names such as Babyliss, Conair, Xtreme, Deken, Kokoro, Sexy Hair and COS Beauty, as well as Mexican hair regrowth player Dabalash.
And more than 80,000 people are expected to have attend the event once official figures are confirmed, making it one of the best attended annual beauty events in the whole of the Americas.
Men's hair care was very hot!
With an emphasis on hair care, the show also devoted a large area to the art of the barber. Called the Expo Barber Show, this area highlighted the men’s grooming and hair care segment, which is currently one of the fastest growing categories across the Latin America region.
Euromonitor figures show that the men’s personal care market in Mexico was worth more than $326 million in 2016, when it also posted growth of 7.6% compared the previous year.
This zone highlighedt names such 4X4 Profesional, Barberology, Elegance Mexico, Charles, Club Pinaud, Casanova Grooming, Beka and Gentleman Republic, and the area created a real buzz, reflecting the continued interest and growth in men's grooming.