If you work in beauty, wellness, cosmetics, or fashion and you’re not yet talking about My Beauty Expo 2026, now is the time to pay attention.

Africa’s premier business-to-business beauty trade event is coming to the Johannesburg Expo Centre, Nasrec, from 26 to 28 June 2026, and the scale of what’s being assembled is unlike anything the continent’s industry has seen before.

My Beauty Expo (MBE) is a professional trade exhibition that brings together exhibitors, buyers, distributors, retailers, and industry leaders across cosmetics, wellness, fashion, and technology – all under one roof, all in three days.

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This isn’t a consumer market. It’s a serious B2B platform designed to create the kind of connections that turn into real business: distribution agreements, brand launches, retail partnerships, and export deals. The tagline captures it well: “Where Africa Meets the World: The Global Stage for Beauty, Business & Innovation.” Under the theme “Africa: Time to Rise,” MBE 2026 is making a bold statement about where the continent’s beauty industry is headed not just regionally, but globally.

The event organizer, Jacki Mpondo- Hendricks said, “The beauty industry has always stayed relevant but much of it remains informal, and that comes at a cost. It limits access to funding, to resources, and to the kind of institutional support that allows an industry to truly scale. My Beauty Expo is working to change that by formalising the sector, creating structures that attract investment and unlock real economic opportunity.”

What’s on the Floor at My Beauty Expo

“There’s something for everyone. We have four tracks running across the expo, each covering different sessions from aesthetics and wellness to the business side of beauty. And for our exhibitors, we’ve made sure the process is smooth, with proper infrastructure in place so they can register their stands and be fully compliant on that day” — Margaret Mouton-Paul, Event Organiser.

With 300+ African and international exhibitors, the exhibition floor spans the full breadth of the industry. But beyond product displays, MBE 2026 has built out an experience that rewards every type of attendee:

For the business-minded, the B2B Matchmaking Buyer Programme is a structured gateway to connect brands directly with distributors, wholesalers, and international buyers. This is Africa’s gateway to global beauty connections not left to chance, but actively facilitated.

For the creatively driven, there’s a Fashion Show, a Make-Up Competition, and the fan-favourite Battle of the Barber Competition.

For the forward-thinking, the expo features an AI & VR Smart Beauty Pavilion, a Fragrance Zone, and dedicated Product Launch Areas.

For those hungry to learn, the MBE Symposium brings thought leadership to the floor through masterclasses, workshops, and technical seminars led by global experts.

And for a bit of everything else, there’s even a Golf Day and a Car Show — because great industry relationships aren’t always built in meeting rooms.

The expo is deliberately aligned with South Africa’s National Development Plan, the African Union’s Agenda 2063, and the priorities of the State of the Nation Address — all of which point toward job creation, economic self-reliance, and global competitiveness. Beauty and wellness, as an industry, delivers on every one of those goals.

Central to MBE’s vision is the empowerment of women and youth entrepreneurs — the forces most actively reshaping African beauty from the ground up and the celebration of “Made in Africa” products ready to compete on the world stage.

If your brand is ready for its next chapter, this is the room to be in.