MakeUp in SaoPaulo: in orbit!

The first edition of MakeUp in SaoPaulo met all the expectations that had been expressed in recent weeks via the Internet and social networks. More than 600 people (620 exactly!) will have crowded during two days the aisles of the exhibition area and the largest conference room of the Renaissance Hotel in São Paulo. A superb performance on a continent where everyone knows that the B to B sector remains narrow and when one can recall that the first MakeUp in Paris had gathered, five years ago, a total of 800 people (against 2800 in 2014!) and that MakeUp in NewYork had totalled 600 visitors (against 2300 this year!).

“The entire Brazilian professional make-up industry was present!” exhibitors confirmed. “But not only! All the decision makers from international brands and brands coming from other South American countries too!” Visitors… a lot of visitors… but, above all, quality visitors! This was unanimously confirmed, the real decision-makers were there! The “MakeUp in…™” concept that has already proven its worth in Paris, New York and Seoul, is further highlighted through this first Brazilian success. Conferences were a huge success, during these two days, with more than 150 people at each session. It was difficult to find a seat to attend the large round table that brought together the leaders of the MakeB, groupe O Boticario, Quem disse Berenice, Granado, Weckerle Cosmetics, Faber-Castell, Oxygen Development, Intercos America, Sleever International and Geka. In a completely packed conference room, Joao Carlos Basilio, the President of the Abihpec Association and partner to this first edition of MakeUp in SaoPaulo, personally praised the excellent quality of this first edition.

A concept that emerges further reinforced!

The Boxing Ring set up during the two days in the middle of the exhibition area, was a also big success: under the supervision of the Make-up Artist Mily Serebrenik, three makeup schools, Escola Madre, Simone Tinelli, Catharine Hill School, were given an opportunity to demonstrate the extent of their talent by competing with each other to the delight of visitors and exhibitors. A lot of people too around the Nail Bar where visitors could have their nails done. “Efficient contacts, high quality of exhibitors and visitors, an optimum cost/contact ratio, a convivial atmosphere, an event, whose only ambition is to be the privileged premium communication and expression platform of the professional make-up sector!!!! Our concept, emphasize Sandra Maguarian and Jean-Yves Bourgeois, undoubtedly emerges further reinforced with this new edition dedicated to the South American market.”These four annual events on the four European, North American, Asian and South American, continents offer the make-up industry four unique opportunities to directly reach four huge markets!” See you next year, same place, and same dates!

Arcade / Bioplan

For its first edition in São Paolo, MakeUp was an event of very high quality: a perfect organization in a very pleasant venue, uncluttered but comfortable spaces, and above a peaceful atmosphere to exchange with professionals. Visitors were of high level: Purchasing Directors, Industrialists, Marketing, Development and DG or even the CEO of the company in person! Various and varied conferences, all very interesting. The entire show was very beneficial for Brazilian industries looking for quality and innovation. To renew in 2015!

Weckerle Cosmetics

We are happy to be part of the MakeUp in SaoPaulo and we hope it is the beginning of more…

Topline Products

It was very successful for us. See you again soon.

Oxygen Development

We appreciate the opportunity to have participated to your show. The show was a success for us. We believe in you and look forward to further cooperating with you.

Thanks to your entire team for their dedicated support. Their spontaneous help made us feel in good hands at all times.


Considering the many administrative and fiscal restrictions on cosmetic imports in Brazil, 620 visitors for this first edition of MakeUp in SaoPaulo is a great success. This show also confirms the interest of local actors in world-class products not available locally. As far as Fiabila is concerned, we achieved our goals.

MakeB (O Boticàrio Group)

We would like to thank for our participation in the event.

We found the event very organized and with the participation of highly qualified people.


It was a pleasure to participate to this event: nice place, top organization and good business discussions are certainly the key words we would highlight.


Well done on your show in Brazil.

Strand Cosmetics

Congratulations for the first MakeUp in SaoPaulo. Time was well spent building relationships with the Beauty top players in Brazil. Attendees were key contacts and very attentive to what the suppliers had on offer for their market. Organisation was spotless.


Congratulations for this first show in São Paulo, which was extremely successful!


A “so brazil!” warm and caring welcome and very professional in the setting up!

A comprehensive and selective exhibitor offering and, and various conferences.

In short, all the ingredients both a visitor and an exhibitor appreciate!


The show was very nice! All of our main clients were there, and we could talk briefly about daily business, as well as to talk about novelties. We´ve received also new inquiries from new potential clients. For the next year, I would highly recommend/request you to prepare a larger area.


Mission accomplished! – Excellent visitation and very important players in the makeup segment came to check. The stand was constantly busy and the timing was perfect since Geka is also investing with its new Brazilian operation planned for 2015. It really enhanced our strong belief in the Brazilian market opportunity as well as gave us the opportunity to meet all major national/ international players. The attendance was great, high level of visitors and we are sure that we will have good results from the show. Congratulations to the organizers for the excellent job and we look forward to the next edition!


We were delighted by our participation to the first edition of the show Makeup Sao Paulo. With interesting and interested visitors and suppliers. The objective was quality rather than quantity. This first, very well organized show offered us a lot of opportunities for the development of our business.

Atualidade Cosmética

The MakeUp in SaoPaulo was amazing. Very well organized and the format perfectly fit to our market at the moment. Do you already set a date for 2015 MakeUp in SaoPaulo? Congratulations for you, Sandra and all the team.