2026年10月17日，美美上海×气味上海2026秋季展圆满收官。本届展会于上海西岸国际会展中心举行，分别以「向上之美 ASCENDING BEAUTY」与「另辟蹊径 Another Way」为主题，汇聚海内外品牌、创作者、行业人士与爱好者。
Beauty Shanghai and Notes Shanghai 2026AW concluded successfully on October 17, 2026. Held at the Shanghai West Bund International Convention Center under the respective themes “ASCENDING BEAUTY” and “ANOTHER WAY,” the two exhibitions brought together brands, creators, industry professionals and enthusiasts from China and around the world.
图 / 美美上海2026秋季展 Beauty Shanghai 2026AW
四天时间里，从品牌展示、新品首发，到论坛沙龙与特别主题展览，丰富的现场内容呈现了香水香氛与美妆个护行业的多元面貌，也让来自不同市场与文化背景的参与者在此交流，探索新的创作方向与合作可能。
Over four days, brand presentations, product launches, forums, salon sessions and special exhibitions showcased the diversity of the fragrance, beauty and personal care industries. Participants from different markets and cultural backgrounds exchanged ideas, explored new creative directions and discussed opportunities for collaboration.
图 / 气味上海2026秋季展 Notes Shanghai 2026AW
30+国家及地区
400+精品品牌齐聚
逾百款新品迎来
中国、亚洲或全球首发
400+ BRANDS FROM
30+ COUNTRIES AND REGIONS
OVER 100 PRODUCTS MAKE THEIR
CHINA, ASIA OR GLOBAL DEBUTS
本届美美上海×气味上海共汇聚来自超过30个国家及地区的400余个精品香水香氛、美护及生活方式品牌，以及12家集合店、10家香精公司。其中，海外品牌占比近65%，首次亮相美美上海×气味上海的品牌占比近40%。
Beauty Shanghai × Notes Shanghai brought together more than 400 premium fragrance, beauty, personal care and lifestyle brands from over 30 countries and regions, alongside 12 multi-brand retailers and 10 fragrance houses. International brands accounted for nearly 65% of the total, while nearly 40% of brands were exhibiting at Beauty Shanghai × Notes Shanghai for the first time.
更有逾百款新品选择在展会进行中国、亚洲或全球首发，让专业买家与公众集中体验行业新作，也为品牌拓展市场、建立合作提供了直接交流的机会。
More than 100 new products made their China, Asia or global debuts at the exhibitions, allowing trade and public visitors to discover the latest releases in one place. The launches also gave brands direct opportunities to connect with potential partners and develop new markets.
图 / 美美上海×气味上海2026秋季展 Beauty Shanghai × Notes Shanghai 2026AW
9000+专业观众
12000+名公众观众到场
海外观众超过1000名
OVER 9,000 TRADE VISITORS
AND 12,000+ PUBLIC VISITORS
OVER 1,000 INTERNATIONAL VISITORS
本届展会共迎来9,000+名专业观众、12,000+公众观众，其中，海外观众超过1,000名。
The exhibitions welcomed over 9,000 trade visitors and more than 12,000 public visitors, including over 1,000 international attendees.
从专业时段的商贸洽谈，到公众日的试闻体验，不同背景的观众在此发现作品、分享感受。专业与公众参与规模的同步增长，也让品牌既能对接行业资源，又能听见来自消费者的真实反馈。
From business meetings during trade hours to fragrance sampling on the public day, visitors from different backgrounds discovered products and shared their impressions. Growth in both trade and public attendance gave brands opportunities to connect with industry partners while hearing directly from consumers.
图 / 美美上海2026秋季展 Beauty Shanghai 2026AW
图 / 气味上海2026秋季展 Notes Shanghai 2026AW
95场论坛与沙龙
线上直播累计观看超20000+人次
95 FORUM AND SALON SESSIONS
OVER 20,000 CUMULATIVE VIEWS
FOR THE ONLINE LIVE STREAM
本届展会共举办95场论坛及沙龙活动，包括45场气味论坛、34场美美论坛、10场原料论坛及6场沙龙。截止至2026年10月17日18时，气味论坛及美美论坛的线上直播累计观看已超过20,000人次。
This edition of the exhibition hosted a total of 95 forums and salon sessions, including 45 Notes Forums, 34 Beauty Forums, 10 Materials Forums, and 6 Beauty & Notes Salons. As of 18:00 on October 17, 2026, the cumulative number of views for the online live streams of the Notes Forum and Beauty Forum has exceeded 20,000.
议题从香水创作与原料创新，延伸至亚洲品牌全球化、消费者情绪与感官体验、自然与品牌叙事等领域。调香师、品牌创始人、行业专家及零售与电商平台代表分享一线经验，在创作、技术、文化与市场之间展开讨论，为行业提供相互启发的多元视角。
Topics ranged from fragrance creation and ingredient innovation to the global expansion of Asian brands, consumer emotions and sensory experiences, and the role of nature in brand storytelling. Perfumers, brand founders, industry experts and representatives from retail and e-commerce shared firsthand experience. Their discussions brought creative, technical, cultural and commercial perspectives together, offering ideas and insights for the wider industry.
图 / 美美论坛 Beauty Forum
图 / 气味论坛 Notes Forum
图 / 沙龙区 Beauty&Notes Salon
ASIA15
于美美上海正式首发
15个入选品牌代表齐聚
ASIA15 MAKES ITS OFFICIAL DEBUT
AT BEAUTY SHANGHAI
REPRESENTATIVES FROM ALL 15
SELECTED BRANDS COME TOGETHER
首届ASIA15亚洲新锐品牌榜单于美美上海正式首发，15个入选品牌的创始人、主理人或核心成员来到现场，共同见证榜单揭晓。
The inaugural ASIA15 list of emerging Asian beauty brands made its official debut at Beauty Shanghai. Founders, brand leaders and key team members representing all 15 selected brands attended the unveiling.
由国际美妆行业媒体BeautyMatter发起的ASIA15，承袭FUTURE50的方法论，聚焦具有清晰定位、真实增长与鲜明视角的亚洲独立美妆品牌。《ASIA15》中文版也于展会首发，以具体的品牌故事与成长实践，呈现亚洲美妆的创新力量，并为跨市场的理解与交流提供参考。
Launched by international beauty industry media platform BeautyMatter, ASIA15 builds on the FUTURE50 methodology to spotlight independent Asian beauty brands with clear positioning, demonstrable growth and a distinctive point of view. The Chinese-language edition of ASIA15 also launched at the exhibitions. Through brand stories and accounts of their growth, it showcased innovation in Asian beauty and offered insights to support understanding and exchange across markets.
图 / ASIA15亚洲新锐品牌榜单于美美上海现场首发
8场特别主题展览
8种走近气味的方式
8 SPECIAL EXHIBITIONS
8 WAYS TO EXPLORE SCENT
本届展会携手传奇调香师Alberto Morillas、帝斯曼芬美意dsm-firmenich、奇华顿Givaudan、铭康香料Wincom、和韵香精HERYNN、cottee与金桂奖，呈现8场特别主题展览。
Eight special exhibitions were presented in collaboration with legendary perfumer Alberto Morillas, dsm-firmenich, Givaudan, Wincom, HERYNN, cottee and the Golden Osmanthus Awards.
从调香创作与香原料探索，到艺术、影像与嗅觉之间的对话，多元的策展视角带领观众于经典中读出新意，在日常中发现灵感，也在熟悉的嗅觉印象之外，找到值得继续探索的方向。
From perfume creation and fragrance ingredients to the dialogue between art, photography and scent, a range of curatorial perspectives invited visitors to find fresh meaning in classics, inspiration in everyday life and new directions to explore beyond familiar impressions of scent.
点击此处了解 CLICK HERE TO READ MORE：《特展回顾｜逐光而行&重写玫瑰 EXHIBITION HIGHLIGHTS | THE PERFUMER OF LIGHT & REWRITING ROSE》
图 / 帝斯曼芬美意大师调香师Alberto Morillas亲临展览现场
图 / 8场特别主题展览 8 special exhibitions
15家香原料企业
100+精品香原料
精品原料区 NOTES MATERIALS
首次呈现
15 FRAGRANCE INGREDIENT COMPANIES
100+ PREMIUM MATERIALS
THE DEBUT OF NOTES MATERIALS
首次呈现的「精品原料区 NOTES MATERIALS」汇聚15家香原料企业，带来100+款香原料，其中69款已收录进首本精选原料手册。展期内，近700余名专业观众到场参观交流。
The inaugural NOTES MATERIALS brought together 15 fragrance ingredient companies presenting more than 100 materials, 69 of which are featured in its first handbook of selected fragrance ingredients. During the exhibition, nearly 700 professional visitors attended to explore and engage in exchanges.
通过原料展示、试闻与专题交流，展区连接产地、技术与创作需求，让调香师、品牌研发团队与专业买家深入了解材料特性，探讨原料在香气创作与产品研发中的应用。
Material presentations, smelling sessions and specialist discussions helped perfumers, brand R&D teams and professional buyers understand ingredients in greater depth, from their origins and production methods to their properties and potential applications in fragrance creation and product development.
图 / 精品原料区 Notes Materials
图 / 原料论坛 Materials Forum
106位专业评委
1823位大众评审
共同参与金桂奖2026现场评选
106 PROFESSIONAL JUDGES
1,823 PUBLIC JUDGES
ON-SITE JUDGING FOR GOA 2026
金桂奖2026初评及终评于本届展会现场举行，共有106位专业评委与1823位大众评审参与。评选覆盖香水与香氛两大品类，围绕香气品质与外观设计展开。
The preliminary and final judging rounds of the Golden Osmanthus Awards 2026 took place at the exhibitions, with 106 professional judges and 1,823 Public Judges participating. Covering perfume and fragrance products, the assessment focused on scent quality and visual design.
金桂奖的专业评委涵盖国内外知名调香师、评香师及香氛领域的意见领袖，大众评审则由大众消费者组成。专业判断与大众感受相互补充，让金桂奖的评选既关注香氛创作的专业水准，也重视作品带给消费者的真实感受。
The professional jury for the GOA comprises renowned perfumers, fragrance evaluators, and influential figures in the fragrance industry—both from China and abroad—while the public jury consists of everyday consumers. By combining professional expertise with the perspectives of the general public, the GOA ensure that the selection process values both the professional caliber of fragrance creation and the authentic experience the scents offer to consumers.
入围名单即将发布，最终获奖名单将于11月底的颁奖典礼上正式公布，敬请期待。
The shortlist will be announced soon, with the final winners to be revealed at the awards ceremony in late November. Stay tuned.
图 / 金桂奖2026初评及终评 The preliminary and final judging rounds of the Golden Osmanthus Awards 2026
海内外内容创作者、
媒体与行业嘉宾齐聚
现场共举办20余场
「一日店长」活动
CHINESE AND INTERNATIONAL
CONTENT CREATORS, MEDIA AND
INDUSTRY GUESTS COME TOGETHER
MORE THAN 20
“STORE MANAGER FOR A DAY” EVENTS
本届美美上海与BeautyMatter、精致传媒、品牌星球Brandstar、美妆内行人深度合作，通过论坛分享与现场对话，共同探讨品牌成长、消费变化与行业创新。展会特邀6位海外内容创作者到场交流，同时吸引了众多海外博主自发前来，多位海外品牌创始人也专程来到上海。Nez团队、Fragrantica编辑团队、Le Parfum Magazine编辑及其他国际香水行业媒体深入现场，以不同视角记录这场盛会。
For this edition, Beauty Shanghai worked closely with BeautyMatter, Jingzhi Media Group, Brandstar and Beauty Insiders to explore brand growth, shifts in consumer behaviour and industry innovation through forum sessions and on-site discussions. Six international content creators were specially invited to attend and exchange ideas, while many other overseas creators joined on their own initiative. Several overseas brand founders also travelled to Shanghai specifically for the event. The Nez team, Fragrantica’s editorial team, editors from Le Parfum Magazine and other international fragrance media were on site to cover the event from different perspectives.
图 / 海内外内容创作者及媒体深度游逛气味上海×美美上海2026秋季展 Content creators and media from home and abroad explore Notes Shanghai × Beauty Shanghai 2026AW
展会期间，多家参展品牌携手国内香水内容创作者，共举办20余场「一日店长」活动。中外博主也在现场交流，通过选香分享各自的发现与心仪之作，为更多观众提供认识参展品牌与作品的不同视角。后续，我们还将陆续分享来自媒体的回顾报道，敬请关注。
During the exhibitions, participating brands teamed up with Chinese fragrance content creators to host more than 20 “Store Manager for a Day” events. Chinese and international creators also exchanged ideas and shared their favourite fragrances and discoveries from the show, offering audiences different ways to discover the exhibiting brands and their work. We will also be sharing further post-show coverage from media. Stay tuned.
点击此处了解 CLICK HERE TO READ MORE《中外香水内容创作者的展会之选 FRAGRANCE CONTENT CREATORS’ PICKS FROM NOTES SHANGHAI × BEAUTY SHANGHAI》
图 / 一日店长活动 Store Manager for a Day
回看精彩展位设计
与更多现场瞬间
REVISITING STANDOUT BOOTH DESIGNS
AND MORE MOMENTS FROM THE SHOW
从专业探索到片刻停留，从热烈交流到偶然相遇，本届展会还有许多值得记录的细节。一处让人驻足的展位设计，一次认真试闻后的会心一笑，一场原本没有计划的交谈，都成为这四天的独特记忆。
From in-depth exploration to moments of rest, and from lively discussions to chance encounters, the exhibitions offered many details worth capturing. A booth design that made you stop and look, a smile of recognition after carefully smelling a fragrance, an unplanned conversation—all became part of what made these four days memorable.
更多值得回看的瞬间，留在以下影像之中。邀请您跟随镜头，再次走进现场，感受品牌的用心表达，也重温相聚的时光。
More of these moments can be found in the images below. Join us in revisiting the show, appreciating the thought and care behind the brands’ presentations, and reliving our time together.
点击此处了解 CLICK HERE TO READ MORE：《美美上海2026秋季展精彩展位设计 BOOTH DESIGN HIGHLIGHTS FROM BEAUTY SHANGHAI 2026AW》
点击此处了解 CLICK HERE TO READ MORE：《气味上海2026秋季展精彩展位设计 BOOTH DESIGN HIGHLIGHTS FROM NOTES SHANGHAI 2026AW》
图 / 美美上海2026秋季展部分精彩展位设计 Booth design highlights from Beauty Shanghai 2026AW（Selected）
图 / 气味上海2026秋季展部分精彩展位设计 Booth design highlights from Notes Shanghai 2026AW（Selected）
图 / ASIA15中文版现场首发 &。NEZ in China 第四期
图 / 新气巷 Notes Vibe
图 / 调香师展区 The Noses
图 / 气味柜子：49 款香水作品，36 种香原料。总计收集香水评价问卷 4,724 份，以及34,272 条评价数据。 The Scent Box: 49 fragrance creations, 36 raw aromatic ingredients. A total of 4,724 fragrance evaluation questionnaires were collected, comprising 34,272 individual evaluation data points.
图 / 小憩吧 Chill Zone
今年，气味上海走到了第六届，美美上海也来到了第三届。
This year, Notes Shanghai reached its sixth edition, while Beauty Shanghai held its third edition.
这次，我们把美美的主题定为「向上之美」。四个月前，我们曾为这个主题写下这样一段话：“市场从不会放弃讨论增长，讨论规模，讨论速度。但在增长之外，一个更重要的问题正在浮现：向哪里增长？”
For this edition of Beauty Shanghai, we chose the theme “ASCENDING BEAUTY.” Four months ago, we wrote: “The market never stops talking about growth, scale and speed. Yet beyond growth itself, a more important question is emerging: what direction should that growth take?”
一次展会给不了这个问题准确的答案。但这四天里，我们真切看到了每个品牌对这个问题的不同回应：有人向产品深处走，把配方、原料与体验做得更扎实；有人向表达深处走，用气味、视觉与内容建立更清晰的品牌语言；也有人向生活现场走，在具体场景里重新理解人、理解美、理解消费。向上，并不只是规模与速度的向上，也是向价值深处、向真实需求、向更广阔的生活场景生长。
A single exhibition cannot offer a definitive answer. But over these four days, we saw the different ways brands are responding to this question. Some are strengthening the foundations of their products, from formulations and ingredients to the user experience; others are giving greater depth to their brand expression, using scent, visuals and content to develop a clearer brand language; still others are engaging more closely with everyday life, seeking a fresh understanding of people, beauty and consumption in real-world settings. “Ascending” means more than growing bigger or faster. It also means creating deeper value, responding to real needs and becoming part of more aspects of everyday life.
这也让我们更加确信，未来的美业竞争，不会只发生在产品与产品之间，也会发生在品牌如何理解人、如何创造体验、如何表达价值之间；不会只发生在渠道与营销之中，也会发生在文化创造与社会意义之中。一个真正有生命力的品牌，不只是提供产品，更在持续的表达中影响人们理解美、理解生活的方式。
This has strengthened our belief that competition in the beauty industry will be shaped not only by products, but also by how brands understand people, create experiences and communicate their values. It will extend beyond channels and marketing to the culture brands help create and the meaning they hold for society. A brand with real vitality does more than offer products: through the way it expresses itself over time, it helps shape how people understand beauty and life.
对于品牌而言，中国香水与美护行业仍处于快速变化、不断探索的阶段，许多事情需要自己摸索，弯路也难免要走。但生机往往孕育其间，许多可能性也恰恰诞生于这样的旷野。身处其中，每个品牌都需要找到自己的方向，也需要时间去尝试和验证。
China’s fragrance, beauty and personal care industries are still evolving rapidly, with much left to explore. Brands have to work many things out for themselves, and detours are inevitable. Yet it is often amid this uncertainty that new life takes root, and in this uncharted terrain that new possibilities emerge. Every brand navigating this landscape needs to find its own direction, as well as the time to experiment and test its ideas.
今年ASIA15选择在美美上海现场首发，很荣幸，也很应景。焦点正在汇聚亚洲——从供应链、创意人才到消费市场，亚洲不再只是制造与销售的一端，也正在成为审美与品牌叙事的来源。我们期望做各位的同行者，与所有正在向上的品牌一起，共同见证中国美业的下一段生长。
We were honoured that ASIA15 chose to make its debut at Beauty Shanghai this year, a choice that felt particularly fitting in this context. The spotlight is turning towards Asia. From supply chains and creative talent to consumer markets, Asia is no longer simply a place where products are made and sold; it is also becoming a source of aesthetic ideas and brand narratives. We hope to walk alongside you and all the brands on this upward journey, witnessing together the next chapter of growth in China’s beauty industry.
图 / 美美上海2026秋季展 Beauty Shanghai 2026AW
这几天，我们非常高兴收到了许多来自业内外人士的认可，也仔细记录了大家对于观展体验的意见。感谢各位愿意与我们分享真实的感受，我们将和团队、合作伙伴一起梳理这些反馈，针对具体问题调整后续安排。希望下一次见面时，大家能在现场感受到这些建议带来的改变。
Over the past few days, we have been delighted to receive a great deal of recognition from both within and outside the industry. We have also carefully noted the feedback shared regarding the exhibition experience. Thank you for being so open about your genuine impressions; our team and partners will now review this input and make adjustments to address specific concerns. We look forward to seeing you again, and we hope that when we next meet, you will be able to experience the positive changes brought about by your suggestions.
最后，想向所有参与美美上海、气味上海与金桂奖的展商、买家、博主、媒体，以及香水与美护爱好者们，说一声谢谢。特别感谢BeautyMatter、精致传媒、品牌星球Brandstar、美妆内行人等媒体合作伙伴，在论坛策划、内容分享与传播上给予的支持。也真诚感谢每一位合作伙伴、上海西岸国际会展中心，以及提供餐饮支持的品牌伙伴。
Finally, we would like to thank all the exhibitors, buyers, content creators, media representatives, and fragrance, beauty and personal care enthusiasts who took part in Beauty Shanghai, Notes Shanghai and the Golden Osmanthus Awards. Special thanks go to our media partners, including BeautyMatter, Jingzhi Media Group, Brandstar and Beauty Insiders, for their support with forum programming, content contributions and media coverage. Our sincere thanks also go to all our partners, the Shanghai West Bund International Convention Center, and the brand partners who provided food and beverage support.
每一次用心准备、每一次驻足与交流，都让这四天变得更有意义。希望大家带走了喜欢的作品、值得继续的合作，或是一点新的想法。谢谢你们的信任、体谅与陪伴，我们下次见。
All the work that went into the show, and every moment spent exploring and exchanging ideas, helped make these four days meaningful. We hope you left with a product you love, a partnership to pursue, or a new idea. Thank you for your trust, understanding and support. See you next time.
