Russia's Leading Beauty Shows

The INTERCHARM brand is recognized by thousands of professionals related to the beauty industry worldwide. Throughout the year, we share relevant information about the beauty market.

And twice a year - in spring and autumn - at the Crocus Expo in Moscow, the culmination of the entire community is the place to be - INTERCHARM shows.

InterCHARM Story


Just imagine: the USSR has just collapsed and people are trying to figure out how to adopt to new reality, and all of a sudden there is a perfumery and cosmetics exhibition... InterCHARM lays the foundation for domestic cosmetics industry and gives it an opportunity to grow. Dynamo Palace becomes the first home of the young exhibition.


For the next five years, InterCHARM has been expanding and developing,  when in 1998 the crisis was declared striking the beauty market. Neverthess, InterCHARM resisted! Moreover, there are phtos and press releases from the 5th InterCHARM show recording that “InterCHARM' 98 became the largest beauty exhibition in Eastern Europe by the number of exhibitors and visitors”.


This year the presentation of was held within the framework of InterCHARM. It has become a flagship of the beauty market in the Internet. Also Sokolniki Exhibition and Convention Center has become a new venue for the show.


Bright and influencial first-ever YOU Professional Show took place, where the Russian edition of YOU Professional magazine for hairdressers was introduced to the market. InterCHARM gold medals were presented at the exhibition venue and Institute of Beauty in honor of 70 years of activity was one of the first winners of the award. For the first time, national pavilions of companies from France, Switzerland, Italy, Germany, Poland and Bulgaria participated in the event.


InterCHARM and the founding company ExpoMediaGroup "Staraya Krepost"  receive international recognition and the UFI mark, becoming the only perfumery and cosmetic exhibition in the world to be awarded the highest title. 515 exhibiting companies from 22 countries presented their products and services at the exhibition! From now on, InterCHARM exhibition also presents the Korean pavilion.


621 companies took part in the annual event. InterCHARM organising committee transfers funds to help victims of hostage-taking in Moscow on Dubrovka, which took place on the exhibition eve.


Tenth anniversary of InterCHARM! There are nine national pavilions: England, Bulgaria, Germany, Italy, Korea, Poland, France, USA, Taiwan at the show and premieres such as ZOOM sections with innovations and promising developments in the perfumery and cosmetics industry, as well as FormulAction, where raw materials and ingredients for cosmetics production are presented.


Over the 10 years, the number of InterCHARM participants has grown tenfold (from 70 to 728), and the scale of the exhibition has increased more than 15 times (from 776 to 12,770 m2). This had a tremendous effect on the development of domectic beauty industry.


More than 80% of perfumery and cosmetics industry business contacts in Russia are made at InterCHARM. For several years the Show has been a harbour for business communication not only between Russian and foreign companies, but also between Western market leaders.


The exhibition is expanding, and the newly built Crocus Expo IEC is becoming the new venue for the event. First-ever the Bayer program - the most significant innovations in the exhibition industry, was implemented at the exhibition in Russia. Its key priority is personal meetings with leading distributors in Russia and the CIS countries in order to organize the most effective work at the show. “New products gallery” is a brand new section where participants can present their products in a new functional location.


876 leading and emerging companies from 29 countries exhibited at the show. Huge events such as Nail Service School, Russian Championship in Nail Design, Russian Convention of Beauty Salons, Final of the International Spa Massage Championship, and Moscow International Makeup Championship were held during the show program. Doing business in Russia conference was organized specially for foreigners, were useful information and tips on entering the Russian market were highlighted.


InterCHARM was orginized by the leading international exhibition operator Reed Exhibitions, the largest organiser of B2B and B2C projects in 47 sectors of the economy.


The highlight of that year was Pavilion of Russian Manufacturers, created by the organisers of InterCHARM in colloboration with Russian Perfume and Cosmetics Association (RPCA), in order to support domestic production in the context of the global economic recession. Indeed, over the past few years, Russian manufacturers have achieved considerable success, creating products  competitable with international players in the Russian perfumery and cosmetics market.


Over the past three years, Farma + Beauty medical cosmetics section has been actively developing at the exhibition. A BIO zone appears with cosmetics based on natural ingredients. For the first time, live streaming from the show is carried out online.


Network Procurement Center began to operate in the framework of the Show specially for suppliers and retailers of the perfumery and cosmetic market. Moreover, a series of new professional events took place: Congress on podology, "Hummingbird Fest" International Championship of Eyelash Extension, and "Beauty on the Internet" business laboratory.


Cosmetic companies from Greece and Canada joined the national pavilions. The number of unique visitors to the exhibition for the first time exceeded 60,000 and amounted to 61.768 people! Smartphone users downloaded the first exhibition’s mobile application.


The exhibition is now held in 4 halls of the Crocus Expo venue. Tickets are  available for online purchase on the show website. The unique LA NICHE section provided guests with a exclusive opportunity to dive into the world of niche perfumes and cosmetics and aroused unprecedented interest from retail chains, celebrities and all experts of sophisticated and rare aromas. Decision was made to hold the national award “My Cosmetics” for the best perfumery and cosmetic products of Russian production.


The debut of Hungarian and Moroccan national pavilions. Green Valley is among the new sections, which brought together natural and organic cosmetics manufacturers and distributors, as well as environmentally friendly products for the home.


InterCHARM hosts XXI Russian Championship in hairdressing, decorative cosmetics, modeling and nail design. The national pavilions of South Africa and Pakistan were introduced. The audience’s attention was captured by  InterCHARMhome (household chemicals) and InterCHARMaroma (aroma products) sections.


Among the key premiers of the exhibition is Retail Connect - summit for suppliers and retailers with exclusive planning and appointing meetings, “Star stylists battle”, “Russian Barber Day”. The debut of exhibitors from Serbia, Jordan and Peru. The opening of InterCHARMvisage - special area of decorative cosmetics with 17 companies also was warmly welcomed by the public.


Annually InterCHARM becomes the beauty capital of the industry for 4 autumn days. The global geography of brands at InterCHARM has expanded to 54 countries. Among 1174 participating companies, there are exhibitors from 37 countries, including newcomers from Portugal and Mexico. The exhibition hosted the first Russian brand building business forum “How to create a beauty brand?”, round table discussion “Backstage of natural cosmetics” and Russian contest for beauty professionals and beginners “Komanda Krasoty”.


For the first time, the number of visitors reached 71,686 people! This year a record number of foreign companies took part in the exhibition - 414! Novelties of the season: InterCHARM Premium - premium program for top-managers of beauty salons and the conference "Business Cases for Salon Leaders: Business Diagnostics", cosmetology congress InterCHARM Med, a series of events on environmentally friendly goods and services at EcoDay, Beauty Franchise conference on franchises in the beauty industry, discussions with gloss editors and bloggers at InterCHARM Beauty Talks.


For the first time in the history of InterCHARM, the show was held in five halls at once: 13, 14, 15, 17 and 18. New events on the venue included: master classes on permanent makeup and microblading, Conference on epilation, master classes on eyebrow design and eyelash extensions, master classes for hairdressers and make-up artists InterCHARM Headline, which was highlighted by mater class of famous Canadian master of surreal makeup and illusions Mimi Choi. Name Influence InterCHARM Awards was launched and gained 160,000 people votes. More than that,  Reed Click mobile application with artificial intelligence and the ability to scan was made available to visitors and exhibitors.


Create history with us! Become a part of the legendary project! Follow the news on our social media accounts and website  to  find out what will happen in 2020!


InterCHARM is already a quarter century old - in 2018, the autumn exhibition was held for the 25th time and was marked by record achievements. The organiser of the legendary show is constantly improving the accumulated experience and knowledge, applying them to all INTERCHARM events.

Professional'nyy otraslevoy portal

InterCHARM, known for the country's largest ambitious professional program, traditionally surprised visitors with daily presentations, master classes and events at the stands. InterCHARM guests were amazed by various special purchase conditions, promotions and gifts from exhibitors.

News Portal & Industry Magazine of Health, Beauty, and Service Industry