The demand for beauty products and services in Azerbaijan is growing steadily thanks to the ever-improving welfare of the general population. Greater consumer power has led to increased expenditures on cosmetics and perfumes, and other personal care and hygiene products. As Azerbaijan is seen as a promising market globally, many leading cosmetic brands have prioritized their entry into the country. Azerbaijan is also witnessing a steadily growing demand for beauty salons, spas and aesthetic medicine centers. This has led to the construction and opening of new salons and centers equipped with modern, client-oriented equipment. The organization of the Beauty Azerbaijan exhibition, which is celebrating its fifth anniversary this year, testifies to the dynamic development of the country's beauty industry and also contributes to its further development.