To get a glimpse into the future of the cosmetics industry, you have to go to Morocco. In Casablanca, the ninth edition of the Cosmetista Expo North & West Africa trade show is showcasing the latest innovations in beauty.
Among the current trends, we note the large presence of vegan products, guaranteed to be free of animal-derived substances.
"Ten years ago, people were more interested in organic products," emphasizes Walid Mady, representative of Goldery & More, a brand specializing in hair products.
"Today, they are increasingly turning to vegan products, in order to avoid any ingredient that could damage their hair or skin. The current trend is increasingly towards safe and gentle products," he continues.
From skin treatments presented as natural to detox hair care and products with therapeutic benefits: the cosmetics industry wants to promote an approach combining beauty and health.
This is evidenced by Faisal Harkous, a semi-permanent makeup specialist from Lebanon, whose eyebrow products, he claims, can be used by cancer patients.
"Cancer patients undergoing chemotherapy often lose their hair and eyebrows. While they can use wigs to address hair loss, solutions have also been developed for eyebrows," he explains. "Today, there are microblading, microshading, and shading techniques available."
In terms of technological innovations, beauty trends are not immune to the rise of artificial intelligence.
The DermaView skin analysis device uses AI to provide "a complete diagnosis of skin quality," explains Nihad Al Khoumani, sales consultant at Specta, a Moroccan company specializing in medical-aesthetic equipment.
From May 16 to 19, the 2026 edition of the Cosmetista Expo trade fair brought together 135 international exhibitors from Morocco, Italy and France, but also from South Korea, Saudi Arabia and Egypt.
