The beauty trade show South Africa doesn't have yet — B2B matchmaking with retail buyers, a dedicated fragrance vertical, and a premium consumer day. In the heart of Sandton.
South Africa is the continent's largest beauty and personal care market — and it has no fragrance event, and no beauty trade show built around retail buyers. SAFBW fills that gap.
South Africa's beauty & personal care market is worth US$4–4.5 billion and leads Sub-Saharan Africa in per-capita spend at US$73 a year.
Statista · Mordor Intelligence · Bloomberg, 2025–26South Africa imports ~US$93M of perfume a year — more than any other African country — with fragrance carrying an unusually high share of beauty spend.
UN COMTRADE / IndexBox, 2024No dedicated fragrance trade event exists in South Africa. SAFBW is the first platform to give perfume and beauty brands a professional stage of their own.
SAFBW market study, 2026South Africa's salon and hairdressing industry is worth over R24.8 billion, with 37,000+ salons — the natural audience of our professional Trade Day.
EOHCB / HairNews, 2024A beauty exhibition designed around who you need to meet — trade first, industry second, premium consumers to close.
Professionals only. Structured B2B matchmaking with retail category buyers, technical fragrance masterclasses and the official opening.
Panels and demos on the trends moving the South African beauty industry — open to professionals and partial public access.
A premium public day — shopping, immersive brand experiences, free consultations and the closing awards evening.
22,000 m² of world-class event space in the heart of Africa's financial district — minutes from the headquarters of the country's biggest beauty retailers.
161 Maude St, Sandown, Johannesburg
9, 10 and 11 June 2027
Day 1: Trade only | Day 2: Industry | Day 3: Public
Sandton Convention Centre
Johannesburg, South Africa
A limited number of Founding Partner places for the inaugural edition — founder pricing, permanent recognition, and first-refusal on every future edition.
A Diamond Partner reaches 2,000+ qualified visitors, 85+ exhibiting brands and 25+ retail category buyers over three days — at a fraction of the cost of exhibiting abroad. Taking one brand to a comparable international fair starts at US$15,000+ in stand, travel and logistics — with no South African audience guaranteed.
Every exhibitor package includes the SAFBW Connect matchmaking platform — linking your brand to the retail and salon buyers who decide what South Africa stocks.
Premium and Platinum packages include pre-scheduled meetings with qualified retail buyers through SAFBW Connect. You're not buying floor space — you're buying a diary of business meetings.
SAFBW curates a programme for category buyers from South Africa's leading retailers, pharmacies, e-commerce platforms and salon groups. If you decide what goes on the shelf, this is your event.
Masterclasses and panels built on what's really moving the South African beauty market.
The "inspired-by" boom meets the rise of niche perfumery — retailers, distributors and legal voices on where the South African fragrance market goes next.
Technical sessions on building, buying and selling fragrance in Southern Africa — from fine fragrance to masstige.
South Africa has the world's highest share of textured hair. The brands, salons and formulators leading the natural hair renaissance.
Dermatology, formulation and the education gap — what the market needs from suncare and skincare for darker skin tones.
SAFBW is produced by Adventure Media with vertically integrated production by Factory Ideas — the team behind the Angola Fragrance & Beauty Week in Luanda.
AFBW Luanda · 25–27 March 2027 — the series' first edition happens three months before Johannesburg.
Visit afbw.ao →Events and audiovisual production house with an active corporate events portfolio and the AFBW series flagship.
In-house stand builds, branding, signage and event materials — end-to-end control of quality and delivery.
On-the-ground execution by an established South African events producer. To be announced.
Engagements underway with South African industry and trade bodies. To be announced.
1-day tickets from R350 · 3-day passes R850. Leave your email and be first to know when sales open.
SAFBW is South Africa's first fragrance & beauty trade platform — a three-day beauty trade show and consumer showcase at the Sandton Convention Centre in Johannesburg, from 9 to 11 June 2027. It combines a professionals-only Trade Day with structured retail buyer matchmaking, an Industry Day of panels and demos, and a premium Consumer Day. It is part of the AFBW Series, produced by Adventure Media.
Founding Partners are the first brands to back the inaugural edition. They receive founder pricing, permanent recognition as founders across all future editions, a co-produced case study and first-refusal on equivalent packages in future years. Founding conditions are valid until 31 March 2027 or until places sell out.
SAFBW Connect links exhibitors to accredited retail and salon buyers before, during and after the event. Premium and Platinum exhibitors receive pre-scheduled B2B meetings and VIP introductions — the B2B Agenda Guarantee.
The first day is reserved for industry professionals — buyers, distributors, salon owners, stylists, therapists and media — with professional accreditation at the door.
Contracts are 70% on signature and 30% thirty days before the event. Invoicing in ZAR through our South African operational partner; international sponsors may be invoiced in USD.
Yes — the SMME pavilion offers accessible packages for emerging South African brands, and we work with export and trade support programmes (including CECOSA and the dtic's EMIA scheme) to help qualifying brands access funding for their participation.
Market data, audience, packages and pricing — everything in one document. Tell us who you are and we'll send it over.