Expo Belleza event founder shares incredible growth story

11-Jun-2019 - Last updated on 28-Sep-2021 at 13:31 GMT

The Expo Belleza event in Medellin, Colombia has only been running for four years but has grown exponentially, having started off as a very small event for beauty professionals. Cosmetics Design spoke to event co-founder Joseph La Manna to find out more.

The event was first held at the Plaza Mayor exhibition space in 2015, taking up just half an event hall. Now the event has filled the entire exhibition space and has even spilled out into the hallways.

In this video interview La Manna explains how demand for this event from beauty professionals has helped build an event that is now the focus of the beauty industry in Medellin, the whole of Colombia, and also internationally.

Full show from attendees and exhibitors

As testimony to this, not only was the event packed to capacity with exhibitors, but the lines to attend the event snaked right around the exhibition hall all morning for the first two days.

During the conversation spoke about what was new at event this year and also what was trending. Nails are a huge category in Colombia, and this was reflected in the significant number of exhibitors promoting nail varnish and nail art.

CBD-infused products were also making a big splash, with a number of players exhibiting dedicated skin care lines, as well as several CBD hair care lines.