From 31 January - 1 February 2026 Zagreb Fair will become the center of the cosmetic and hairdressing industry. This year's BEAUTY&HAIR EXPO ZAGREB, the largest event of its kind in the region, will gather leading manufacturers, distributors and professionals to showcase the latest trends and innovations in the dynamic world of beauty.

This year’s edition of Beauty&Hair Expo Zagreb marks a new direction in its development, with a strong focus on content that goes beyond the classic trade fair offer - on knowledge, the exchange of experience and connecting professionals through the B2Beauty Talks & Labs conference, which will bring together top experts, speakers and industry leaders. With a strong emphasis on education, trends and business development, Beauty&Hair Expo Zagreb this year introduces a modernized concept tailored to the needs of today’s beauty industry - from salon owners and beauty professionals to exhibitors and partners. New program formats, targeted panels, masterclasses and workshops, along with enhanced communication with the market, have further strengthened the fair’s status as the leading regional platform, which does not merely follow changes, but actively drives them.

The fair will take place in pavilions 10A, 11A and the aula between these pavilions with participation of more than 160 exhibitors from 21 countries.

Participating countries: Austria, Belgium, France, Croatia, Italy, Canada, China, Latvia, Hungary, Germany, Poland, Russian Federations, USA, Slovakia, Slovenia, Serbia, Spain, Switzerland, Turkey, Ukraine, UK.

B2Beauty Talks & Labs

The highlight of professional development is the most inspiring beauty programme of the year, B2Beauty Talks & Labs, which features a blend of education, global trends and true stories from practice.
 
Through panels and masterclasses, on Sunday, 1 February, the programme will bring together leading national and international experts, who will introduce participants to new techniques and strategies for successful running of a beauty business.

Panel: BEHIND THE MIX DESK 
Go behind the scenes of global colouring trends. This panel explores the synergy of colour, technique and psychological approach. Discover the secrets behind perfectly toned hair - from revolutionary formulas to personalized processes. Learn how to identify a client’s style and preferences and why a trusting relationship is what makes the difference between good and exceptional service. The panel features Iggy Popović, Valentina Mrkša Tuđman and Valentina Čajo, and is moderated by Martina Sokač Saraga.
 
Masterclass: ALLOXI - Toned Up Techniques 
From Miami to Zagreb: Jessica Wall Innella brings over 20 years of global expertise. Learn how to turn hair colouring into an art form with a focus on sustainability and care: advanced eco-technology and challenging gray hair coverage, long-lasting colour with reduced hydrogen content, the power of pea polypeptides in hair care, innovative colours that save water and time.
 
Panel: ALL THE ADVANTAGES OF PMU (by Lorena Rušin) 
Permanent makeup has become a standard that requires top-level skill. Discover the pigments of the future and the secrets of natural look. Learn how PMU (permanent makeup) can become the most profitable salon service, while well-known public figures Josipa Pavičić, Ivana Perić and Ana Rucner will share how these treatments have simplified their everyday lives.
 
Premium Masterclass: From One Eyebrow to a Beauty Empire (by Sabrina Strija) 
This is a complete mindset makeover for anyone wishing to build a strong brand. Sabrina Strija guides you through growth strategies: how to turn a client who comes in asking for “just one service” into a loyal user of comprehensive face and body treatments, balancing the stability of core services and growth through a premium offer and smart salon management: pricing, marketing and authority building.
 
Panel & Demo: BARBERING - Trend or Tradition? 
A meeting of generations with a live demonstration ”Fade vs Old School”. We explore the mindset of veteran hairdressers and young innovators setting new standards. How does classic technique lay the foundation, while modern technology and style shape the present? Discover how each cut becomes a personal story through the evaluation of the craft. Participants: Višnja Panenić, “Stil“ hair studio vs CutsByTomi.  
 
Workshops 
At the workshop titled ”Korean Lash Lift by Martina Kallos” learn how to give clients lifted and defined lashes without extensions and damage. The Makeup tutorial by Kryolan is dedicated to professional techniques for achieving a flawless beauty look, while Red carpet ready glow by Manuela Picard teaches you a facial treatment that gives the skin that signature red carpet ready glow.
 
B2Beauty Talks&Labs partner is Autowill, the official Opel sales and service partner. Autowill presents the new Opel Mokka at Zagreb Fair within the scope of the BEAUTY&HAIR EXPO ZAGREB 2026.
 
In a world that celebrates aesthetics, trends and personal style, Autowill showcases the Opel Mokka as a symbol of contemporary design, confident urban mobility and strong character. This attractive SUV stands out with its distinctive lines, bold visual identity and advanced technology, confirming that elegance and character can go hand in hand. Created for the rhythm of the city, yet with a personality that does not go unnoticed, the new Opel Mokka is intended for those who expect more from driving - style, attitude and experience.

Extended programme: Expert panels and educational content

The panel discussion “Nail Industry in Croatia“, dedicated to nail industry, will take place independently of the B2Beauty Talks & Labs programme. Participation in this panel is open to all visitors of the Beauty&Hair Expo Zagreb with a valid admission ticket. The panel will focus on regulations, professionalization and visibility challenges in the nail sector, with an emphasis on hygiene standards, education, materials and professional protection. Participants: Antonija Tretinjak, Hairdressers and Beauticians’ Guild at the Croatian Chamber of Trades and Crafts, Josipa Stunja, Beauty Studio Green, Kristina Mihelčić, Cici Nails brand owner, Lidija Barušić, PhD, Head of the Department for Safety and Quality of Objects of Common Use at Dr. Andrija Štampar Teaching Institute of Public Health.

On Saturday, the conference “Beauty That Starts from Within - Beauty Talk by Ljepota i zdravlje” will be organized. The programme features two expert panels focused on a holistic approach to health and contemporary care standards. The first panel will explore the connection between nutrition, mental health and physical vitality, with insights from nutritionist Sandra Krstev Barać, psychologist Tihana Malenica Bilandžija and fitness expert Zorana Jagodić. The second panel is dedicated to men’s cosmetics and debunking skincare myths, featuring expert contributions from dermatology and venereology specialist Jane Basarovski, MD and formulator Jelena Hac.

Elena Lakutina, globally recognized master of the famous Magic Flower method, will hold a three-day education. Her work is not just manicure, but true art, transforming each nail into a sophisticated fashion statement.
 
There will also be an all-day premium Look&Learn education led by Mina Nastić, Jelena Hrupek and Vanja Bukaić with professional support by Lucija Šarić Lončarek, Jelena Mitar and Romana Jurić. This educational event provides insight into the most in-demand techniques of permanent makeup.

Time to relax at the Meet & Mingle party

The main message that Beauty & Hair Expo Zagreb conveys is the importance of taking time for yourself. Self-care is not a luxury, but an investment that brings new energy and confidence.
 
That is why, after hours of exploring and learning, there is no better way to end the day than in a relaxed atmosphere with good company. The Meet & Mingle party on Saturday, 31 January, organized in cooperation with the Hello! Magazine, is the perfect opportunity for casual conversations with beauty industry experts and influencers, exchanging experiences and simply enjoying great company. The entertainment will be provided by ToMa.

A wide range of renowned brands

This year’s fair covers every segment of aesthetic care, from high-quality cosmetics and hair treatments to organic products, professional salon equipment and the latest innovations in manicure and pedicure.
 
Visitors can explore a rich assortment of professional and retail cosmetics from renowned brands, including facial, body and hair care products, exclusive hairdressing tools, hair and scalp treatments, specialized eyebrow and eyelash treatments, permanent makeup products, as well as the newest equipment for beauty and hair salons available at special trade fair prices.

Student competitions

On Saturday, the first day of the fair, student competitions for secondary vocational school students in hairstyling, makeup and nail design will be held. Hairdressers will compete in three categories: Daytime Hairstyle - Hollywood Waves, Classic Banana Hairstyle and Classic Men’s Haircut. A total of 95 students from 17 vocational schools across Croatia will showcase their knowledge and skills.
 
Profokus College and Zagreb Fair will organize the makeup and nail design competition titled Into the Make-Up Arena. The competition theme is inspired by the Hunger Games aesthetic, the world of arenas, contrasts and strong visual messages, providing a space for creative, bold and original makeup interpretations.

OFFICIAL OPENING
 
The official opening will be held on Saturday, 31 January 2026 at 10:00 in the aula between pavilions 10A and 11A.

FAIR OPENING HOURS           

• Saturday 9:30 - 19:00
• Sunday 9:30 - 18:00

ADMISSION TICKET PRICES

• Single admission ticket €  7
• Single admission ticket for pupils, students and pensioners €  4
• Permanent admission ticket  € 10

ONLINE ticket purchase is available via the website Ulaznice.hr.

PRESS CENTER
 
It is available to journalists during the entire run of the fair. Phone: 01/6503 524, e-mail: zv.press@zv.hr

Based on the prior registration on the Zagreb Fair website, journalists can collect their PRESS ACCREDITATIONS at the information point Main Gate South of Zagreb Fair.

The entire fair is covered by Mediatop International through its publications Ljepota i Zdravlje, Grazia and Marie Claire.