The German trade fair giant is strengthening its footprint in the beauty and fragrances industry through a new partnership with Notes Shanghai Exhibition, the company behind the country’s leading trade fair dedicated to niche fragrance. The two parties will co-organise the next edition of Notes Shanghai, set to take place from 16-19 October 2025 at the West Bund International Convention and Exhibition Center in Shanghai.
The collaboration marks Messe Frankfurt’s first dedicated trade fair for the fragrance and beauty sector in China. By joining forces with Notes Shanghai, Asia’s only event fully dedicated to high-end perfumery, the company aims to combine its international exhibition expertise and Beautyworld network with market insight and global personal care industry connections.
Global appeal
“This partnership represents an exciting milestone for us,” said Edward Che, General Manager of Messe Frankfurt in Hong Kong. “We aim to fulfil the needs of both industry players and consumers.”
Messe Frankfurt brings new resources to Notes Shanghai with the aim to increase its international attendance. The goal is to boost the event’s global appeal, create new business opportunities, and support the rapid growth of China’s fragrance market.
Alex Wu, Founder of Notes Shanghai, echoed the vision, citing China’s growing appetite for niche and creative scents.
Indeed, the recent surge in consumer interest, driven by the search for self-affirmation, has set the stage for significant expansion in China’s high-end and niche fragrance market. Last March, the previous edition of Notes Shanghai, brought together over 200 brands. “The rapid expansion of this trade show is a sign of the liveliness of China’s perfume ecosystem,” Dao Nguyen, founder of marketing agency Essenzia ByDao told Premium Beauty News in a recent interview.
According to US consulting firm Frost & Sullivan, China’s perfume market is expected to grow by around 14%, reaching EUR 5.8 billion by 2028.
Over 16,000 visitors
The upcoming edition in October will span 5,000 sqm and host over 200 exhibitors from more than 20 countries and regions, with over 25% international brands debuting. According to the organisers, the fair is expected to draw over 16,000 visitors, including retailers, distributors, department stores, e-commerce platforms, influencers, and fragrance enthusiasts.
This year’s highlights include: Shanghai Perfume Week, presented in collaboration with French platform Nez, this area will link global olfactory culture with local creativity through educational content and international exhibitors; Noses, a space dedicated to artisanal perfumers, offering insights into fragrance design and craftsmanship; and The Golden Osmanthus Awards 2025, an industry recognition event celebrating excellence in fragrance creation and branding.
Notes Shanghai takes place twice a year, with Spring and Autumn editions drawing fragrance professionals and enthusiasts. I features a line-up of premium brands and a robust conference program, thus delivering a blend of business networking, expert insights, and sensory discovery.
The Autumn edition will be held from 16 – 19 October 2025 at the West Bund International Convention and Exhibition Center (more information .
The rising interest of Chinese consumers has not gone unnoticed by the organizers of Cosmoprof Asia, set to take place in Hong Kong from November 12 to 14, 2025. This year’s edition will introduce Fragrance Avenue, a new area dedicated to niche perfumes, building on the expertise of Esxence, the renowned Milan-based trade show for artistic perfumery.
