In recent years, the global cosmetics and beauty industry has experienced dynamic growth, with beauty companies and the sector as a whole generating several hundred billion dollars in revenue year after year. This trend can also be observed in Central Europe, where demand is steadily increasing for wellness, natural cosmetics, sustainable solutions, and professional services.

Recognizing these opportunities, the CED Central European Economic Development Network Nonprofit Ltd. developed a comprehensive action plan in collaboration with key domestic industry stakeholders. Based on extensive industry consultations and a preliminary needs assessment, the main breakthrough points, export markets, and foreign trade directions were identified—those that could support the strengthening of Hungarian companies’ brand awareness and their integration into the regional and global economic cycle.

Heading to the Romanian Market – Hungarian Beauty Day

The vast majority of companies involved in the project identified Romania as a potential export target market: geographical proximity, a population of 19 million, and growing demand for high-quality products and services. Taking these factors into account, CED and the Embassy of Hungary in Bucharest jointly organized the Hungarian Beauty Day business forum in the Romanian capital for the first time.

The program included business visits, company presentations, and B2B meetings. The dedicated goal of the Bucharest event was to support Hungarian businesses in entering foreign markets—especially in building business connections and establishing long-term cooperation with distributors—as well as to increase brand awareness and gain insight into local consumer habits and market trends.