In an unprecedented global shift, In Beauty is evolving to meet the ever-changing needs and expectations of the beauty sector. It is redefining the way beauty is understood, sold, and purchased. To align with this transformation, the fair has introduced a new business model, ensuring that professionals get the maximum value from the products and services they purchase. The event will be held at Pavilhão Carlos Lopes, a central and iconic location in the heart of Lisbon, which offers exceptional conditions to host this exclusive edition. A key theme of this year’s event is upcycling, a movement that champions the repurposing of waste materials into new, valuable resources. This not only reduces waste sent to landfills but also minimizes the use of natural resources. Upcycling continues to inspire brands to rethink their ingredients and production processes. In the beauty industry, the food sector provides a wealth of upcycled ingredients, showing that today’s waste can become tomorrow’s valuable asset—proving that it’s not as “trash” as it seems. Consumers are increasingly mindful of product compositions, and when packaging highlights the reuse of waste, it is highly valued and stands out in the market. With In Beauty Academy, the fair is committed to being a hub for knowledge and training, shedding light on the trends shaping the global beauty industry. In the next edition, the Academy will continue to equip professionals with essential tools and knowledge for success, offering a diverse training program covering makeup, aesthetics, haircare, and entrepreneurship.