Beauty industry insights: Highlights of perfumery and cosmetics exhibition InterCHARM 2020

The 27th international exhibition of perfumery and cosmetics InterCHARM 2020 ran on October 28-31 in Moscow. The exhibition became a place of a long-awaited meeting of the professional beauty community.

During 4 days of the show, more than 20 000 industry professionals met together to find new business partners, buy equipment for beauty salons and clinics, discover new brands, try beauty novelties, discuss issues connected to development of the cosmetic industry, present business projects, gain new professional knowledge and inspiration.

Being a business event for thousands of beauty professionals and hundreds businesses InterCHARM positively impacts Russia’s economy. Due to high importance for the country and Moscow region economics, the International perfumery and cosmetics exhibition InterCHARM 2020 was announced as the Official event of the Moscow region. The industry was provided with an opportunity to gather and cope with different complexities in such challenging times. This year, it was especially important to bring together the best beauty industry experts and define the direction to move forward. The show united famous experts, market leaders, manufacturers, distributors, beauty business owners and the best industry specialists. 

Participants confirmed the effectiveness of the show by sharing their opinion.  “Of course, the exhibition is very important. We are taking part in InterCHARM three times in a row, here we found our clients,” – said Ildar Bagautdinov, director of Koras Trade Company.

“If we are talking about the importance of the InterCHARM exhibition for the beauty industry, I probably won't exaggerate if I say that it is huge. For 16 years, every year, our company is taking part in the show. We were surprised that at InterCHARM 2020 we found 72 wholesale clients we didn’t work before. It was a pleasant surprise for us,” – said Veronica Ruban, founder of Nika Nagel Company.

“This year, I would like to notice that the number of visitors, for obvious reasons, was less than usual, but the quality of the audience was much higher. We have already signed several contracts. The exhibition was productive for us,” – said Sergei Mileshkin, commercial director KitMed company.

This year InterCHARM exhibitors demonstrated products, accessories, beauty devices and services of various segments in 3 show halls. Visitors could find different products of the beauty market such as perfumery and cosmetics, hairdressing, nail services, cosmetology, equipment, tools for beauty salons.

Hall 13 was dedicated to perfumery and cosmetics, Hall 14 was dedicated to cosmetology and equipment for beauty salons, and Hall 15 presented products for professionals of nail service, make-up and hairdressing.


Visitors of InterCHARM 2020 could enjoy a unique program for professionals and business audience, from cosmetologists and makeup artists to marketers and business leaders.

Each day on the show well-known beauty experts and celebrity artists ran master classes for professionals of nail art, hairdressing and makeup on the InterCHARM Podium. In addition, visitors could enjoy public talks about the latest trends with beauty editors of glossy magazines.

InterCHARM gives an opportunity for make-up artists, hairdressers and nail artists to show their talent in online contest "Beauty Team". In total, 161 artists from 81 cities of Russia applied for the contest this year.

Guests and participants of the show could enjoy the atmosphere of celebration during the InterCHARM Gold Medal Award Ceremony. The God Medals were given to the companies that distinguished themselves in the perfumery and cosmetic market this year. The winners were selected by an expert jury consisting of representatives of the industry press and InterCHARM experts in the following nominations: Launch of the Year – Savonri, Trend of the Year – Sensatia Botanicals, Contribution to the development of R-Beauty – Geltek-Medica, Contribution to the development of the professional community – APTOS, Innovative approach to brand promotion – Alabino (Happy Skin), Effective regional promotion – PROFIT, Contribution to sustainable development – RHANA, Innovative approach to creating and launching unique products and marketing solutions – Ichthyonella Laboratory, Best Anti-Crisis Case – AKRIKHIN, Best Instagram Promotion during COVID-19 – Nika Nagel.

The award ceremony for the best beauty influencers NAME INFLUENCE AWARDS 2020 by InterCHARM also ran on the main stage that day. 11 winners received their personalized NAME INFLUENCE trophies. The winners were selected according to maximum number of audience votes in each nomination. In total, 116 401 people voted for the nominees in 2020. The best influencers received prizes in the following nomination: Iconic Makeup, Glorious Hair, Beauty Readers' Choice, Remarkable Breakthrough, Unique Talent, Eco Friend, Skin Care, Micro Power, Astonishing Nails, Valuable Beauty Business, Quarantine Hero. Moreover, 5 Influencers who received Gran Prix Awards will visit the world's largest Cosmetic Ingredients Show – in-cosmetics Global 2021.   

Another remarkable event at InterCHARM was the round table "The market of professional cosmetics" which brought together the owners of cosmetics’ store chains. The experts discussed how COVID-19 affected to Russian beauty market, how to distribute products, the ways to attract clients in new reality, how to make the store more profitable and other important industry issues.

At the end of the day Elena Koval – international expert of natural and organic cosmetics – ran public talk "Behind the scenes of natural cosmetics", where she spoke about aspects of creating the right formula of organic product and necessary parameters in the brand concept.

All 4 days of the show experts shared the beauty tips and demonstrated how to create audacious looks while Saint Spring – the official water partner of the show – helped to maintain the beauty from the inside and keep the water balance of guests and exhibitors.

INTERCHARM projects are taking care about the environment and the saving of its resources. Bins for separate waste collection provided by Hartiya were installed in 3 exhibition halls. The recyclable materials will undergo additional sorting into categories and manufacture of secondary raw materials and goods.

The most important priority of the organiser is the event’s effectiveness for all participants, as well as onsite comfort and safety. The organiser provided safety measures on the site such as mask regime and thermal screening, access to the use of hand sanitizers, regular airing of the premises, social distancing and control the number of people in the halls. So all participants and visitors of the show could feel comfortable and safe.

Contactless business card exchange technologies were available in the Reed Click app, which gave many additional opportunities for a comfortable stay at the show and even after it. Exhibitors and visitors could create their own individual schedule of attending selected events, meetings with company representatives and receive individual recommendations about the exhibiting companies based on their interests.

Annually InterCHARM brings together thousands of professionals of beauty industry to interact with market leaders, gain and share innovational knowledge, start and grow businesses. This year has been challenging for the entire industry. From March to August, during the period of self-isolation, InterCHARM team was constantly creating useful educational content to support specialists and to keep develop professional community. The project's online resources such as Instagram, Facebook, YouTube and others become platforms for professional dialogue and information exchange. It will continue to provide the most up-to-date information about the beauty market after the show and 365 days a year so thousands of professionals from different cities could take the opportunities to grow with InterCHARM.

The InterCHARM team is looking forward to meet on April 22-24 at INTERCHARM Professional 2021 and on October 27-30 at InterCHARM 2021!


* By the number of participants among exhibitions of a similar profile