Before opening to the public, Comadre Joanna Maria discovers Arabic perfumes at Beauty Fair 2026
On a day dedicated to business and the press, Comadre went backstage at the largest beauty fair in the Americas, learned about industry news and began a fragrant experience that will win a special review.
Beauty Fair 2026 has started to move São Paulo — and Comadre Joanna Maria has already entered the scene to closely follow the main news in the beauty universe.
This Friday, September 4, the presenter of RedeTV! was at Expo Center Norte to meet the exhibitors, visit some of the booths and conduct the first interviews of her special coverage.
The content will be presented on the Comadre Joanna Maria Program, on RedeTV!, in addition to gaining space on the portal Comadre.tv and on the presenter's social networks.
The 4th marked a strategic opening of the Beauty Fair, aimed especially at retail, business and the press. The complete program of the fair, with the presence of the large professional public, takes place from September 5 to 8.
— Comadre and compadre, I went to see the backstage, talk to the exhibitors and find out the news before the full opening of the fair. And I can tell you: there are a lot of interesting things coming around! — says Joanna Maria.
A day dedicated to the future of the beauty market
This Friday's program began with the Beauty Fair Forum for Beauty Retail, which brought together about a thousand invited shopkeepers and representatives of the main chains in the country.
The meeting discussed topics that are transforming the market, such as consumer behavior, data analysis, new sales channels, artificial intelligence, sustainability and the integration between physical stores, e-commerce and sales transmissions through social networks.
Among the participants were Thomaz Machado, CEO of Scanntech Brasil; Alice Caetano, founder of Inside Beauty; John Byun, director of MTEX; and Cesar Tsukuda, CEO of Beauty Fair Co.
Starting at 2 pm, the event received those accredited by Passaporte Negócios and press professionals. The more reserved environment favored meetings, interviews and connections between brands, industries, distributors, shopkeepers, buyers and content creators.
For the press, the 2026 edition also brought a novelty: exclusive access through the Yellow Pavilion, with entrance through Avenida Otto Baumgart, in addition to a larger press room located in the same pavilion.
A scented discovery at Beauty Fair
Between one interview and another, one experience especially aroused Comadre's curiosity: the meeting with Mawwal Arabia, a luxury Arab perfumery brand inspired by the tradition and sophistication of Dubai.
Arab fragrances have been gaining space in the Brazilian market for their striking compositions, sophisticated presentation, and variety of olfactory proposals. Data released in 2026 show that searches for Arab perfumes in Brazil have grown 132% since the end of 2024. Terra
During the visit, Joanna Maria got to know some Mawwal fragrances and took perfumes home. The proposal, however, will not be to present just a first impression: Comadre will do a 30-day experiment before publishing her evaluation.
"I still didn't know Mawwal's perfumes in my daily life. Therefore, I will use the fragrances for a month and observe everything calmly. I want to analyze the fixation, the projection, how the perfume evolves on the skin and on which occasions it works best. Then, I come back to tell everything very sincerely to my comadres and my compadres - explains the presenter.
The experience will allow the public to follow a true evaluation, built from everyday use. At the end of the period, Joanna will reveal which fragrances surprised her the most, which match the day, which ones have a presence for special occasions and if any of them have definitely earned a place in her collection.
To learn about the fragrances and follow the brand's news, visit the official website of Mawwal Arabia or follow Instagram @mawwal_arabiabr.
Beauty Fair will bring together more than 2 thousand brands
Starting this Saturday, September 5, Beauty Fair opens its complete program. In its 21st edition, the event will bring together more than 2 thousand brands and 500 exhibitors, expecting to receive more than 200 thousand visits from professionals and qualified buyers.
The 2025 edition received approximately 215 thousand visitors and moved around R$ 1.3 billion in business, representing a growth of 30% compared to the previous year. Beauty Fair – Beauty Business
More than a showcase of products, the Beauty Fair works as a great thermometer of behavior, consumption and entrepreneurship in the sector. It is during the event that many of the products, services and trends that will reach salons, stores and consumers' routines in the coming months are presented to the market.
Among the highlights of this edition are the growth of national, international and niche perfumery; the influence of K-Beauty; advances in sustainability and biotechnology; the use of artificial intelligence; the expansion of commerce through social networks and the strengthening of small businesses.
The beauty sector already has more than 1.57 million establishments in Brazil, according to a survey by DataSebrae cited by the organization. Individual microentrepreneurs represent 80.4% of the companies in the segment, demonstrating the economic and social strength of this activity.
Booths become experiences
During her first visit, Joanna Maria realized that the booths no longer function only as spaces for product exhibitions. Brands started to invest in immersive environments, areas for experimentation, technical demonstrations, content production, relationship with creators and commercial meetings.
This transformation combines directly with the work of Comadre, which intends to bring the public closer to the news through interviews, behind-the-scenes images and real experiences.
"I want to talk to those behind the brands, learn about the stories of the entrepreneurs and discover what can truly be part of consumers' lives. I don't just want to show a product: I want to understand its proposal and bring information to those who follow me - highlights Joanna.
Full report airs on Comadre's Program
Coverage of Beauty Fair 2026 is just beginning. Over the next few days, Comadre Joanna Maria will continue to tour the pavilions, interviewing exhibitors and following the main launches, trends and experiences of the event.
The complete report, with interviews and exclusive images, will air soon, right on Comadre Joanna Maria's Program, on RedeTV!.
On social networks and on the portal Comadre.tv, the public will also be able to follow the backstage of this coverage and, later, check out the result of the 30-day experience with Mawwal Arabia's fragrances.
Because perfume is not just smell. Perfume is also presence, memory and identity — and this new scented story began precisely behind the scenes of Beauty Fair 2026.
Service — Beauty Fair 2026
Venue: Expo Center Norte, São Paulo
September 5: from 12 pm to 8 pm
September 6, 7 and 8: from 10 am to 8 pm
Official website: Beauty Fair