Salón Look 2024 celebrates its most international edition

Salón Look, the leading trade fair for Integral Image and Aesthetics on the Iberian Peninsula, organised by IFEMA MADRID, brought its 2024 edition to a close. The outcome was extremely satisfactory, and the commercial climate at the event received a highly positive assessment from the majority of exhibitors and visitors. 

From 18 to 20 October, a total of 41,000 professionals from 59 countries visited Halls 12 and 14 of IFEMA MADRID, with a 75% increase in international attendance. Participants interacted with both the commercial area of Salón Look and the numerous shows, courses, and championships organised during this edition of the fair. As well as visitors from the length and breadth of Spain, the fair attracted attendees from Portugal, Italy, France, Poland, Peru, Colombia, Mexico, Brazil, and Venezuela. Added to this was the enormous success of the international buyers' programme, organised in collaboration with ICEX and STANPA, which brought together buyers from Germany, Bulgaria, Croatia, Denmark, Finland, Greece, Latvia, Lithuania, Norway, Romania, and Serbia.

Once again, Salón Look offered visitors a fascinating oversight of the current world of aesthetics and professional hairdressing. There were more than 500 national and international brands represented by the participating exhibitors, who showcased the latest innovations and launches in the sector, making this edition the most comprehensive of recent years. Among the participating brands were major names in the industry: in aesthetics and cosmetics, notable mentions included INDIBA, NOVASONIX, DERMALOGICA, LEASIER, and REVIDERM; in hairdressing, brands such as PERFECT BEAUTY, KAPYDERM, TERMIX, FAMA FABRE, ARTERO, and CHIC AND LOVE; in barbering, brands like CAROBELS and EL MIRALL; and regarding nails and makeup, THUYA, SIBERIA SALÓN, and SEMILAC, to name but a few.

Sponsorship by major firms

This edition also enjoyed the strong commitment of significant sponsoring companies such as KEMON, PANASONIC, LAV TOWELS, REVLON, ARTERO, THE HAIR MBA, EFFERVESCENE: INTERNATIONAL HAIRDRESSING AWARDS, BOOKSY, THUYA, LP NAILS, ORLY, NOTE COSMETICS, KEMON FASHION SHOW, and L3VEL3 HOME OF THE L3VEL3 BRAND MASTER CLA. By means of this participation, the event was enriched by knowledge, exhibitions, and demonstrations from the most relevant firms in the sectors represented at the fair.

Record attendance figures at Salón Look Activities

Figures back the success of professional participation in Salón Look activities. For example, the Aesthetics Congress set a record for participants compared to previous editions, and the Business Meeting attracted a high number of professionals. Similarly, the Masajes de Autor (Signature Massages), catwalk shows like Effervescene and Kemon Fashion Show, and the most recent edition of Nailympion Spain were massive successes. This attractive offering once again transformed Madrid into the epicentre of integral beauty, thanks to highly engaging professional meetings alongside some premium partners: FANAE, Intercoiffure, TheHAIRMBA, Provalliance University, the University of Image, and the Fundesmo Foundation. In the barbering area, there was training from the Home of the L3vel3 Brand Masterclass.

The magnificent finale to this 26th edition of Salón Look was the 15th catwalk and awards ceremony for the Fígaro Awards, the most prestigious in Spanish hairdressing. These awards draw attention to the creativity and work of the most outstanding professionals in Spanish hairdressing over the last year, with Jorge Cáncer from Quantum Hair being named Spanish Hairdresser of the Year.

Positive feedback from exhibitors  

The exhibiting companies at Salón Look were delighted with the results achieved. Most firms surveyed agreed that there was a positive business climate at this edition, the attendance of visitors with a high professional profile, and that they had been able to make new business contacts, highlighting relationships with international professionals in particular.

Miquel Oriol, General Director of Industrias Oriol, says that “Salón Look is the annual event that no one misses: professionals, companies, and distributors. There is a tendency to think that we already know everything and question the purpose of the fair. However, human contact, face-to-face meetings, and the experience… ultimately become irreplaceable, making this event essential, so the reality is that everyone attends. It is the meeting point for the sector".

Rubén Rubagustín, Director of Amabilia and Kemon España, says: “Salón Look is the benchmark fair in Spain. If you want to launch something in the sector, you have to be at Salón Look. In the furniture and design area of our segment, we introduced the Capillary Spa with demonstrations, methodology, and rituals, achieving our goal: to allow professionals to experience it firsthand. The fact that we, Kemon España, chose the fair as the backdrop for one of the most important companies in the world to stage their show and for the international presentation of Angelo Seminara as Kemon Global Art Director speaks for itself.  As well as this major performance, we participated in the activities taking place in the hall, showcasing premium-level hairdressing from the Siëro Creative Team to all visitors.

Rebeca Durán, Deputy Director of International Affairs at Stanpa, added: “As every year, Salón Look drove the internationalisation of the event, renewing its collaboration with ICEX and STANPA to organise an International Buyers’ programme, which hosted over 200 meetings between 40 Spanish brands and 15 potential distributors from Germany, Bulgaria, Croatia, Denmark, Finland, Greece, Latvia, Lithuania, Norway, Romania, and Serbia.”

Similarly, Arantxa Medina, Marketing and Communication Manager at Dermalogica, expressed her satisfaction: “We achieved our objectives at the fair. The visitors were highly professional and knowledgeable and came prepared for their visits, both in the aesthetic equipment area and in cosmetics, our two exhibition areas. The elegant appearance of the hall, the presentations in which we actively participated—moving some of our demonstrations to the Speaker Corner, a zone designated by the organisation for this purpose—and the Congress provided substantial content and added that extra quality and professionalism that we all desire. Now, in the coming weeks, we need to analyse and manage the contacts and actions taken, but overall, we are satisfied with our participation.”

Luis Moreno, General Director of Novasonix, also expressed his satisfaction: “Novasonix has experienced spectacular growth in a short time, and we have always been at Salón Look. We continue to be present to strengthen our brand and build our presence in the Professional Aesthetics sector. We are aware of the organisation's efforts to attract the type of visitors that the participating brands are looking for. For our part, we have contributed top-level figures to the Speaker Corner and at our stand, such as Silvia Oliete and Juan de Dios Pérez Bruzón.”

The next edition of Salón Look will be held from 17 to 19 October 2025 at IFEMA MADRID.