Casablanca – Cosmetista Expo 2026 North & West Africa kicked off its 9th edition today at the International Fair of Casablanca, where makeup, skincare, haircare, and wellness come together under one roof.
Running through May 19, the expo brings together exhibitors from across the world, spanning France, Spain, Italy, Estonia, Poland, Turkey, South Korea, the United Arab Emirates, Saudi Arabia, Egypt, China, India, and Pakistan, reinforcing Morocco’s position as a regional meeting point for the global cosmetics industry.
MWN Lifestyle was on ground on opening day, capturing a diverse atmosphere where international brands, emerging labels, and Moroccan producers shared the same space.
One clear presence throughout the halls was the visibility of local Moroccan brands, reflecting the growing weight of “Made in Morocco” within the industry.
Morocco at the center of a growing industry shift
And that’s exactly what was echoed by Yahya Lebjy, communication and PR manager of Cosmetista Expo 2026, who highlighted Morocco’s positioning as a regional hub for the cosmetics and beauty sector.
He described the exhibition as a growing regional hub for the cosmetics, beauty, and well-being industry, shedding light on Morocco’s role as a meeting point for international players shaping the sector.
According to him, this year’s edition places emphasis on international quality standards, regulatory alignment, clean beauty, sustainable packaging, and the “Made in Morocco” movement, alongside initiatives such as the Cosmetista Awards aimed at recognizing industry development and local innovation.
As Lebjy explained, the goal is to strengthen collaboration across markets and structure the industry at both African and global levels.
“As the regional hub of the cosmetics and beauty and well-being industry, we focus more in this edition on international standards of quality and compliance,” Lebjy told MWN Lifestyle.
“We have a privilege of reuniting several institutions and concerned parties in this exhibition in order to grow the industry and structure more this African industry,” he elaborated.
But beyond institutional discussions and industry positioning, the experience on the ground shifts inside the exhibition halls, where each brand presents its own way of approaching beauty.
From herbal wellness to curated beauty spaces
Among the Moroccan beauty brands present, Marté offered a different reading of beauty beyond conventional cosmetics. It introduced a collection of artisanal herbal tisanes designed around everyday needs, from energy and digestion to stress relief, sleep, and hormonal balance.
Here, beauty is no longer confined to skincare shelves and makeup counters. Wellness, balance, and self-care naturally become part of the conversation.
Speaking to MWN Lifestyle, Marté’s founder Diâa Lahmamsi explained that each tisane was created with a specific purpose in mind, from morning energy boosts to intestinal comfort and concentration support, while emphasizing the brand’s commitment to natural ingredients and well-being.
“We’re very sensitive to all that is well-being, balance, energy and femininity, so that we can bring women balance and all the benefits through natural plants,” Lahmamsi told MWN Lifestyle.
And the list of exhibitors goes on, from SPA concepts to makeup, skincare, and haircare brands from around the world. Among them, Alina Distribution brought together multiple segments of the beauty industry under one space, they named “The Beauty Festival.”
A real “festival” of beauty, where makeup, skincare, haircare, and everything in between come together in one place.
MWN Lifestyle spoke to Youssef Jeddab, brand manager of Alina Distribution, who described a space where beauty feels accessible, diverse, and constantly evolving. “This has just begun. We are here till Tuesday to make beauty accessible to all,” Jeddab told MWN Lifestyle.
As the industry continues to expand across Africa and beyond, Cosmetista Expo positions itself not only as a trade fair, but as a convergence point where global brands, regional markets, and Moroccan expertise meet, shaping the future of the cosmetics and beauty sector from Casablanca.
