Last weekend Zagreb Fair was the premier destination for everyone involved in the beauty industry.

This year's Beauty&Hair Expo Zagreb brought together more than 160 exhibitors from 21 countries, but the focus of the fair went far beyond just showcasing products. At the center of attention were the exchange of knowledge, advanced education and the latest trends that are slowly but surely making their way into local salons.

Education as the Foundation of Progress

The main part of the programme, B2Beauty Talks & Labs, attracted professionals eager to learn how to improve their skills and grow their businesses. This educational segment, held on Sunday, brought together leading Croatian and international experts.

The opening panel “Behind the Mix Desk” set the tone for the event, where participants explored colours and personality with a touch of humour. “I want to dispel the myth that fiery women are only those with red hair. Brunettes are fiery”, said Iggy Popović, to which Valentina Čajo replied that the blondes she knows are just as fiery, while Valentina Tuđman concluded with a witty observation: “After 40… we’re all blondes.”

Particular interest was attracted by the masterclass led by Jessica Wall Innella from Miami, who presented an eco-friendly revolution in hair colouring through the Aloxxi Toned Up technique. Participants learned how technology utilizing pea-derived polypeptides enables perfect grey coverage while significantly reducing water consumption, as the new line requires no shampooing after application.

The importance of permanent makeup and the time it saves in everyday life was discussed during Lorena Rušin’s panel. Well-known guests Ana Rucner, Josipa Pavičić and Ivana Perić openly shared how permanent makeup allows them to feel “ready for action” the moment they wake up.

Sabrina Strija gave entrepreneurial advice on building a beauty brand, emphasizing that trust is the strongest currency of all, with a key message: “Core services feed the salon, while premium services feed the owner.”

The practical part of the programme offered concrete solutions:

• The Korean Revolution: Martina Kallos demonstrated the Korean Lash Lift method that achieves maximum volume without damage or extensions.
• Red Carpet Ready Glow: Manuela Picard presented a step-by-step facial transformation, combining luxury with visible results under the spotlight.
• The Magic of Kryolan: Renowned makeup artist Zdenka Mihelj showed why this brand is synonymous with quality, focusing on flawless complexion and enhancing natural beauty.

The barber panel featured a true “clash” of styles in the “Fade vs Old-School” duel. Old-school legend Višnja Panenić went head-to-head with the popular CutsByTomi, concluding that despite differences in techniques, hairstylists and barbers of all generations must continuously adapt to trends.

A special segment of the programme was a panel dedicated to the professionalization of the nail industry, with Elena Lakutina presenting her renowned working method through a three-day education. In addition, during an all-day Look & Learn education, leading regional experts Mina Nastić, Jelena Hrupek, Vanja Bukaić, together with Lucija Šarić Lončarek, Jelena Mitar and Romana Jurić, shared the most in-demand permanent makeup techniques with participants.

Young Talents as the Future of the Profession

Saturday morning was dedicated to the new generation. A total of 95 students from 17 vocational schools across Croatia took part in the hairstyling competition. First prizes were awarded to Donna Dalia Rajković (in the Daytime Hairstyle - “Hollywood Waves” and the classic “Banana” hairstyle categories) and Pavle Matešić for the classic men’s haircut.

In the “Banana” hairstyle category, Marija Karadakić won second and Hana Hrebak third place. In “Hollywood Waves,” second place went to Magdalena Vanjhal, with Veronica Soboti taking third. In the men’s haircut category, Jurica Mužek won second place, while Erik Marag finished third.

Holistic Approach and Men’s Grooming

Organized by the media group Mediatop International, two dynamic panels on beauty and men’s grooming were held. It was highlighted that true beauty results from the balance of nutrition, mental well-being and physical activity, while men’s grooming requires consistency through cleansing, hydration and SPF protection. The conclusion was that quality sleep and a healthy lifestyle are unbeatable foundations of any effective beauty routine.

Networking and a Relaxed Atmosphere

In cooperation with Hello! magazine, a Meet & Mingle party was held on Saturday evening, bringing together exhibitors, partners and numerous public figures to unwind after a busy day in a lively atmosphere. The energy reached its peak with a live performance by young musician ToMa, whose energetic performance had everyone dancing.

The fair also proved to be an ideal destination for a relaxed weekend. While professionals networked and exchanged experiences, visitors took the opportunity to shop at special prices and discover the latest market innovations.

Beauty & Hair Expo Zagreb 2026 once again confirmed that personal interaction, combined with high-quality education, remains essential to the development of this dynamic industry.