Beauty is a universal but deeply personal experience. That’s why Expocosmética 2025’s theme, “It’s Just Beauty”, celebrates the diversity of beauty in all its manifestations. The idea is to challenge traditional beauty standards and value diversity. This concept aims to encourage both professionals and brands to adopt a broader and more conscious approach to beauty, emphasising authenticity and individuality. ‘It’s Just Beauty’ reflects a new vision, where beauty is simple and natural, inviting everyone to explore and redefine what it means to be beautiful, without complications or impositions.