Casablanca is offering a glimpse into the future of the global beauty industry as professionals and enthusiasts gather at the Cosmetista Expo North & West Africa.
The exhibition brings together brands and experts showcasing innovations that combine wellness, technology and traditional beauty practices.
Across the event halls, industry players are increasingly focusing on gentler, more natural formulations as consumer preferences evolve.
Walid Mady of Kuwait-based Goldery & More said the industry has shifted significantly in recent years.
“Ten years ago, people were more interested in organic products,” he said. “Now they are looking for vegan products and safer ingredients that do not harm the hair or skin.”
The expo also highlights the growing role of beauty treatments in health recovery and personal confidence.
Lebanese specialist Faisal Harkous presented semi-permanent makeup techniques, including microblading, which can help restore eyebrows for chemotherapy patients.
Innovation and technology also took centre stage at the exhibition.
Moroccan company Specta introduced “DermaView,” an artificial intelligence-powered device that analyses skin conditions such as wrinkles and pores within seconds.
The system is designed to assist dermatologists and beauty professionals in delivering faster and more precise skin assessments.
From traditional Moroccan hammam skincare products to advanced Korean beauty routines and AI-powered diagnostic tools, the expo reflects a rapidly evolving industry.
Organisers say the sector is moving toward a future defined by personalised care, science-backed formulations and the integration of digital technologies into everyday beauty routines.
The event underscores Casablanca’s growing role as a regional hub for beauty innovation and wellness trends.
