The recently concluded Beautyİstanbul 2025 offered us a very different experience from Dubai. The unique energy of this transcontinental city brought remarkable diversity to the show floor. Beyond catching up on the latest trends, we immersed ourselves in the cross-section of Middle Eastern, European, and Central Asian markets — gaining a clearer understanding of regional needs and consumer behaviors. Engaging conversations with manufacturers were direct and productive, each one sparking fresh ideas for our business. It was a truly fulfilling experience, and we look forward to what comes next.