Inside Beauty World Japan 2017

Auckland nail artist Imogene Bevan of Pop Nails catches the mood at one of the world's biggest beauty expos, Beauty World Japan

By Imogene Bevan

Thursday May 25, 2017

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Imogene Bevan arrives unfashionably early to avoid the crowds at the giant Beauty World Japan.

Soon after the doors opened, the centre was bustling.

The expo included the chance to experience the best in Japan’s nail artistry and attend workshops, including Mana Nails.

Live feeds from cameras above nail artists' hands to big screens, allowed the crowds to see the action. This demonstration was from a Mana Nails artist considered to be one of the best in the world. Seeing this was almost worth the trip on its own.

Me assessing one of more than 100 nail supply exhibitions. Queues for some stands snaked so far back, that patrolmen had to hold signs to ensure you knew where to join.

In true Japanese style there were cute, fluffy mascots from beauty companies roaming the floor. Here's one of my favourites

Row after row of stands drew not only beauty professionals, but also consumers who wanted to see the industry first-hand and shop like crazy.

This stand had over 600 colours of polish available from just one range.

Tokyo's iconic Big Sight convention centre, venue for Beauty World Japan 2017.

The expo included an entire hall dedicated to nails. My happy place! But actually nerve wracking thinking how to attack the multitude of exhibitions.

"Japanese nail artists have always had a huge impact on me. Ever since I started Pop Nails back in 2014, they have given me the most inspiration for how I work. When the chance came to travel to Tokyo this May and attend one of the biggest beauty expos in the world, Beauty World Japan, for its 20th anniversary, I couldn’t resist. With over 500 exhibitors and attracting nearly 60,000 visitors across just three days, Beauty World Japan, held at Tokyo’s iconic ‘Big Sight’ convention centre, is a true industry icon.

Before I ventured to Tokyo my goals were to meet fellow beauticians and nail artists, soak up new trends and see new products, learn about new treatments and make connections with suppliers; but most of all I just wanted to draw inspiration from what I consider to be the beating heart of the industry I’m so passionate about.

A trend I picked up at the expo was the treatments and products encouraging hand care. Going into the winter season, some key methods to maintaining healthy hands include indulging treatments such as hand masks, and the regular use of hand care products. This is something I feel is extremely important and will be bringing back to my clients, alongside the incredible nail art trends that I have seen.

Here are some snapshots from my trip that show the scale and energy of the expo."