2026年4月5日，美美上海 x 气味上海2026春季展在上海西岸国际会展中心圆满落幕。
本届美美上海以「文化之美 Beauty of Cluture」为主题，深入那些赋予产品灵魂、并在时间中不断演进的文化脉络，在流动的叙事中与行业一同重新理解“美”。
On April 5, 2026, Beauty Shanghai × Notes Shanghai 2026SS wrapped up successfully at the West Bund International Convention and Exhibition Center.
This edition of Beauty Shanghai carried the theme “Beauty of Culture,” delving into the cultural narratives that give products their soul and evolve over time. Through these evolving stories, the exhibition invited the industry to rethink and reinterpret the concept of beauty.
来自23个国家及地区、近130个精品美业品牌参展，其中近60%来自海外。
Nearly 130 Beauty Brands from 23 Countries: 60% International
本届美美上海共汇聚来自23个国家及地区、近130个精品美业品牌，其中海外品牌占比近60%。
This year’s Beauty Shanghai brought together nearly 130 beauty brands. International exhibitors accounted for 60% of the total.
共吸引7,000+名专业观众、12,000+名公众消费者观展。
7,000+ Professionals &
12,000 Public Visitors
四天时间内，美美上海x气味上海2026春季展共吸引了7,000+名来自海内外奢侈品集团、化妆品集团、渠道商、博主、行业品牌、消费媒体、投资机构等不同领域的专业观众，以及12,000+名公众消费者齐聚上海西岸国际会展中心，参与一场关于“美”的对话。
Over the four-day event, Beauty Shanghai × Notes Shanghai 2026SS drew 7,000+ professional attendees from across the luxury and beauty sectors—including international brand groups, cosmetics conglomerates, distributors, creators, industry brands, consumer media, and investment institutions—along with 12,000+ public visitors at the West Bund International Convention and Exhibition Center.
4天主题论坛、30场行业论坛，超5,000人在线观看。
woshiyingwen
本届美美上海，我们携手BeautyMatter、精致传媒、美妆内行人、品牌星球 Brandstar、noseidea 五家行业权威媒体，重磅推出「美美论坛 Beauty Forum」，以连续四天的高能量对话，每日呈现不同主题的论坛活动，剖析行业最值得关注的趋势与机遇。
展会期间共举办30场行业论坛，核心议题涵盖了从中国品牌的全球化到“感官时代”的感知维度、从文化叙事的构建到跨界灵感探索等多个核心维度，线下交流热烈，线上直播观看人数超5,000人。
This edition of Beauty Shanghai partnered with five authoritative industry media—BeautyMatter, Jingzhi Media Group, Beauty Insiders, Brandstar, and noseidea—to launch the “Beauty Forum”, a four-day series of high-energy discussions. Each day featured a different theme, analyzing the industry’s most relevant trends and opportunities.
During the exhibition, a total of 30 industry forums were held, covering key topics ranging from the globalization of Chinese brands to the sensory dimensions of the “Age of Perception,” from the construction of cultural narratives to cross-disciplinary creative inspiration. On-site discussions were lively, and over 5,000 viewers tuned in to the online broadcasts.
美美论坛 × BEAUTYMATTER & 精致传媒——「破局：中国美妆品牌的全球化之路」
BEAUTY FORUM × BEAUTYMATTER & JINGZHI MEDIA GROUP—— Breakthrough — The New Global Playbook for C-Beauty.
美美论坛 × 美妆内行人——「“感观时代”五大维度：品牌如何被感知、被记住、被选择？」
BEAUTY FORUM × BEAUTY INSIDERS ——
Five Dimensions of the「SENSE AGE」: How Are Brands Perceived, Remembered and Chosen?
美美论坛 × 品牌星球 ——「以文化之美，构建品牌的长期叙事」
BEAUTY FORUM ×BRANDSTAR ——
Building Long-Term Brand Narratives Through the Beauty of Culture
美美论坛 × noseidea ——「灵感无界」
BEAUTY FORUM × NOSEIDEA ——
Boundless
特展版块全面升级
Special Exhibition Upgraded
本届展会，特展版块全面升级——气味上海与美美上海携手世界唯一香水档案馆Osmothèque、调香大师Dominique Ropion、奇华顿 Givaudan、帝斯曼-芬美意 dsm-Firmenich、IFF、CPL、香气-视觉艺术转译者千馥百绘Sandy-Z、国际知名钢琴家及香水专家洛朗·阿苏伦 Laurent Assoulen、黑地®DINshare、金桂奖 GOA，共同带来十场特别主题展览，为观众勾勒出更立体的嗅觉艺术世界版图。
This year, the special exhibition program received a comprehensive upgrade. Notes Shanghai × Beauty Shanghai collaborated with the world’s only perfume archive Osmothèque, legendary perfumer Dominique Ropion, Givaudan, dsm-Firmenich, IFF, CPL, scent-to-visual art translator Sandy-Z, internationally renowned pianist and fragrance expert Laurent Assoulen, DINshare, and the GOA Golden Osmanthus Award to present ten themed exhibitions, offering visitors a richer, multi-dimensional exploration of the world of olfactory art.
全新推出多重玩法，打开游逛展会的更多体验维度。
Multiple New Experiences Launched to Enhance Exhibition Exploration
从逛展体验到周边漫游，我们始终致力于为每位到场观众提供更愉悦的展会体验。
本届美美上海×气味上海联合新气巷 Notes Vibe、offnose、RITUALS怡式、天猫，全新推出多重互动玩法，同时，联合西岸国际会展中心、GATE M 西岸梦中心、传媒港花园里、星扬西岸中心带来专属餐饮福利。
From exploring the exhibition to enjoying the surrounding area, we are committed to providing every visitor with a more enjoyable and engaging experience.
This season, Beauty Shanghai × Notes Shanghai partnered with Notes Vibe, Offnose, RITUALS, and Tmall to introduce a variety of new interactive experiences. In addition, exclusive dining benefits were offered in collaboration with the West Bund International Convention and Exhibition Center, GATE M, Media Harbor Garden, West Bund Garden and Lumina Shanghai.
更多精彩内容&活动一览
Highlights of Activities
《FUTURE50》中文版&
《NEZ in CHINA》第三期
现场重磅首发
Exclusive On-Site Debut: NEZ in CHINA Issue 3 & FUTURE50 Chinese Edition
美美技术论坛
Beauty Tech Forum
美护一方
Beauty Gallery
李佳琦直播间x 美美上海
专场直播
Li Jiaqi Live × Beauty Shanghai
Special Live Broadcast
海内外博主&媒体代表
深度游逛两大展会
Influencers & Media Insights
Exploring Beauty Shanghai & Notes Shanghai
精彩品牌展位设计
Outstanding Brand Booth Designs
这是美美上海的第二次亮相。它仍然是一场年轻的展会，难免存有遗憾，我们深知，每一个细节的疏漏都关乎参与者的期待，因此我们格外珍视每一条反馈。
目前，我们已经将本届展会的各类反馈一一记录，并将认真复盘、积极调整，在未来的展会中持续提升体验与专业度。
This marks Beauty Shanghai’s second edition. As a still-young exhibition, some shortcomings are inevitable. We fully understand that every detail matters to our participants, which is why we greatly value all feedback received.
All feedback from this edition has been carefully documented. We will thoroughly review it and actively implement improvements to continuously enhance both the visitor experience and professional standards in future editions.
作为与行业并肩前行的同行者，美美上海在试错、学习与前行的过程中，也看见了远比预期更广阔的可能性。
Beauty Shanghai的“Beauty”一词涵盖甚广——美业，是美妆、护肤、美发等多个细分行业的交织，是硬核技术与人文底蕴的共振。它难以被单一维度定义，既关乎美的一切，又时刻随着时代与文化的变迁而不断演进。正因如此，美美上海注定要保持一个“永远在场、永远探索”的姿态——我们希望做的不仅是一场展会，而是与行业共同寻找那个不断变化的答案。
在这个瞬息万变的市场中，没有谁能独自定义未来。未来的面貌，终将是我们每一个人选择的总和：品牌选择何种叙事，媒体选择何种声音，消费者选择何种生活方式，都将汇聚为美业明天的模样。
As a partner walking alongside the industry, Beauty Shanghai has discovered far greater possibilities than anticipated through a process of trial, learning, and progress.
The term “Beauty” in Beauty Shanghai carries a broad scope—it encompasses the beauty industry as a whole, from cosmetics and skincare to haircare, blending cutting-edge technology with cultural depth. It cannot be defined by a single dimension; it relates to all aspects of beauty and continually evolves with the times and cultural shifts. For this reason, Beauty Shanghai is committed to maintaining a stance of “always present, always exploring.” Our goal is not merely to host an exhibition, but to co-create with the industry in the ongoing pursuit of ever-changing answers.
In a fast-moving market, no one can define the future alone. Its shape will ultimately be the sum of everyone’s choices: the narratives brands choose to tell, the voices media choose to amplify, and the lifestyles consumers choose to embrace—all of which together will shape the future of the beauty industry.
在此，我们也衷心感谢所有参与展会的展商、买家、博主、媒体和众多香水美妆爱好者们，感谢每位合作伙伴的支持与信任，感谢上海西岸国际会展中心的倾心协助，感谢所有为本届展会提供餐饮与服务支持的伙伴。
感谢你们陪伴美美上海成长，也衷心希望各位都在美美上海2026春季展中收获了心中所想。我们将继续陪伴美业品牌共同成长，与行业一起迈向更加开放、多元、充满想象力的明天。
10月14-17日，美美上海2026秋季展将于上海西岸国际会展中心举办。期待下次更好的见面，我们秋天见。
We would like to express our heartfelt gratitude to all exhibitors, buyers, bloggers, media representatives, and fragrance and beauty enthusiasts who participated in the exhibition; to every partner for their support and trust; to the West Bund International Convention and Exhibition Center for their dedicated assistance; and to all partners who provided catering and service support.
Thank you for accompanying Beauty Shanghai on its journey of growth. We sincerely hope that everyone found what they were looking for at Beauty Shanghai 2026SS. We will continue to grow alongside beauty brands, moving together with the industry toward a more open, diverse, and imaginative future.
From October 14 to 17, Beauty Shanghai 2026 AW will take place at the West Bund International Convention and Exhibition Center. We look forward to seeing you again this fall for an even better edition.
