The fourth edition of the event dedicated to beauty research and excellence has come to an end

Dress Code? Your Beauty True beauty starts with ourselves

Milan, March 15th 2024 – Saturday marked the end of the fourth edition of Experience Lab – International Beauty Exhibition held from 6 to 9 March in the spaces of the Allianz MiCo, Milano Convention Centre.

Visitors from all over the world, the community of operators and beauty lovers had a great turnout and participation, with a selected parterre of 54 brands (19 more than the last edition) and a rich calendar of events, round tables and talks also open to the public.

Experience Lab reflected the growth and excitement that characterises research cosmetics represented by independent brands, which shine with innovation, creativity, originality and extreme care in the choice of raw materials.

There were many Italian exhibitors: made-in-Italy cosmetics are part of national pride and are recognised all over the world as a guarantee of quality. But there were also many international exhibitors, who chose this context, aware of the resonance of the event, now in its fourth edition and growing every year.

The central theme of the event was a powerful and inclusive message “Dress code? Your beauty” that celebrates beauty in its most authentic and peculiar forms. Here, beauty is understood not just aesthetically but as a true lifestyle, an inner balance that manifests in everything around us.

The event was held concurrently with the fourteenth edition of Esxence, The Art Perfumery Event – the International Event dedicated to artistic perfumery, the events recorded a total of more than 12,000 attendees including operators, buyers and beauty lovers from all over the world.

During the exhibition days, there was no shortage of cultural highlights with talks and workshops led by beauty experts, speakers, professionals and academics, including cosmetologist Umberto Borellini, Pink Frogs Cosmetics CEO Matteo Locatelli, Sonia Laneri Professor of the Federico II University of Naples, fragrance expert Cristian Cavagna, pharmaceutical chemist Gisberto Caccia, pharmacists Marisa Ascioti and Barbara Catozzi and journalist and beauty expert Annalisa Betti, to name but a few.


Over 12,000 people including operators, buyers, beauty and fragrance lovers

54 brands – 19 more than at the last edition – in a 14,000 m2 exhibition space, together with the brands taking part in Esxence – The Art Perfumery Event

15% foreign exhibitors out of total Experience Lab exhibitors

64% operators out of total visitors

39 foreign operators coming from 15 countries (Saudi Arabia, Brazil, Korea, United Arab Emirates, Ethiopia, France, Japan, India, Kenya, Morocco, Mexico, Nigeria, North Macedonia, Qatar, USA) thanks to the support of ICE – Agency for the promotion abroad and internationalisation of Italian companies

18 speakers contributed to the conferences and meetings proposed by the Experience Lab events calendar, open to the public of enthusiasts and insiders.

Experience Lab was conceived as a space in which to discover innovations from the international scene and so it was attended by a large parterre of Italian and also foreign exhibitors. Companies had the opportunity to showcase their concepts, aiming to create direct business relationships, thanks also to the strong and continuous evolution of the cosmetics industry, which year after year aims to respond and anticipate the needs of consumers. By the end of 2023, the global cosmetics turnover has been estimated at 567 billion euro with a monetary value of 15 billion euro in exports, far surpassing the fashion and design sector, ranking first in terms of export growth.

Also for this edition, CFF Creative Flavours & Fragrances participated with its own experiential workshop named Le Jardin Secret, aimed to explore unique olfactory accords and raw materials.


Instagram: @experiencelabmilano
Facebook: @experiencelabmilano


Federica Bongiorno

Giuditta Amisano