Cosmetics Eventos em Brazil

FCE COSMETIQUE

Por mais de 28 anos, a FCE Cosmetique tem sido o farol de inovação e colaboração na indústria de cosméticos da América Latina. Com uma rica tradição e um legado de excelência, esta exposição internacional de tecnologia consolidou sua posição como o principal encontro para profissionais de cosméticos em toda a região. Ele serve como o nexo em que líderes do setor e empresas convergem para impulsionar o mercado e desbloquear uma infinidade de oportunidades de negócios.
À medida que nos aproximamos da aguardada 29ª edição da FCE Cosmetique, a expectativa aumenta para o que promete ser o evento mais monumental da história do mercado de cosméticos da América Latina. Ao longo de três dias repletos de ação, os participantes podem esperar uma mostra abrangente de soluções personalizadas para impulsionar o crescimento dos negócios, revelar tendências de ponta, promover inovações e facilitar amplas oportunidades de networking entre os titãs do setor.
De acessórios a embalagens, de válvulas e sprays a fragrâncias e matérias-primas, de máquinas e equipamentos à terceirização e serviços, da tecnologia à logística, a variedade de ofertas da FCE Cosmetique é incomparável. Não se trata apenas de mostrar produtos; trata-se de preparar o cenário para o futuro dos cosméticos, revelando as inovações mais recentes que em breve enfeitarão as prateleiras das lojas de beleza e cativarão consumidores em toda a região.
A revelação de novos produtos na exposição serve como um teste decisivo para a indústria, oferecendo informações valiosas sobre tendências emergentes e fornecendo um vislumbre do que o futuro reserva para os entusiastas de cosméticos. A FCE Cosmetique não é apenas uma feira comercial; é um crisol de ideias, um terreno fértil para a inovação e um catalisador para a transformação da indústria.
Além disso, a preparação simultânea da FCE Cosmetique com a FCE Pharma, dedicada à indústria farmacêutica, amplia ainda mais sua importância. Esse alinhamento estratégico cria um ambiente sinérgico onde profissionais de ambos os setores podem convergir, trocar ideias e explorar oportunidades de colaboração, impulsionando a polinização cruzada de ideias e promovendo o crescimento holístico em todo o espectro de saúde e beleza.

Em essência, a FCE Cosmetique não é apenas uma exposição; é um ecossistema dinâmico que impulsiona o progresso, promove conexões e molda o futuro da indústria de cosméticos na América Latina. Junte-se a nós enquanto embarcamos nessa jornada emocionante de inovação, colaboração e transformação na 29ª edição da FCE Cosmetique

NATURALTECH

NATURALTECH São Paulo: Latin America's Landmark Event for Organic, Natural, and Sustainable Innovation

Every year, São Paulo becomes the epicenter of natural innovation and sustainability as it hosts NATURALTECH, the most prominent fair for organic and natural products in Brazil and all of Latin America. As the name suggests—Natural Technology—this event merges ancient wisdom with cutting-edge solutions, reflecting a growing demand for sustainable, ethical, and health-driven choices across various industries.

Organized by Francal Feiras Empreendimentos LTDA, NATURALTECH is more than just a trade fair; it's a convergence point for professionals, brands, and consumers who are united by a shared commitment to holistic living and environmental consciousness. Held at the Anhembi Exhibition Center in São Paulo, the event transforms the venue into a dynamic ecosystem of green innovation, cross-industry collaboration, and transformative ideas.

A Gateway to the Latin American Organic and Natural Market

As the largest and most comprehensive event of its kind in Latin America, NATURALTECH plays a crucial role in elevating the organic and sustainable industries in the region. The fair welcomes exhibitors from around the globe and offers an ideal gateway for entering the growing Brazilian and broader South American markets.

In particular, Brazil’s leadership in organic agriculture, combined with São Paulo’s status as an economic powerhouse, provides a fertile ground for business networking and trade opportunities. Whether attendees are launching a new product line, exploring distribution channels, or seeking investment in natural technologies, the fair offers unmatched value.

Core Themes and Sectors Represented at NATURALTECH

The scope of the event is intentionally wide, reflecting the interconnected nature of wellness, sustainability, and innovation. NATURALTECH is structured to include several key sectors:

   Organic and functional foods

   Natural and holistic health products

   Vegetarian and vegan alternatives

   Natural cosmetics and personal care

   Ecological services and clean technologies

   Probiotics and nutritional supplements

   Holistic therapies and alternative medicine

These themes are not isolated; rather, they are woven into a cohesive experience that allows visitors to explore how different aspects of health, nutrition, and sustainability interact in real life.

Exhibitors and Visitors: A Rich Cross-Sector Mix

One of the event’s key strengths lies in its diverse mix of exhibitors and visitors. This makes NATURALTECH not just a showcase but a vibrant marketplace and think tank for ideas, products, and collaborations.

The main exhibitor groups include:

   Organic and natural food producers

   Cosmetic and wellness brands

   Health tech companies and eco-tech innovators

   Agricultural cooperatives and farms

   Suppliers of packaging, ingredients, and ecological services

The audience is equally diverse, comprising:

   Retailers and wholesalers

   Distributors and import-export professionals

   Health practitioners and holistic therapists

   Restaurateurs and food service professionals

   End consumers interested in wellness lifestyles

This rich ecosystem enables B2B, B2C, and B2G (business-to-government) interactions, making NATURALTECH a uniquely multifaceted platform for connection and expansion.

Notable Features: Naturaltech Award and Educational Programs

To honor innovation and highlight exemplary contributions to the organic industry, the fair hosts the prestigious Naturaltech Award. This accolade is given in categories such as:

   Organic Food & Beverages

   Natural Supplements & Probiotics

   Sustainable Packaging & Practices

   Holistic Health Innovations

These awards underscore the fair’s dedication to promoting not just commerce but creativity and responsible development.

In addition to exhibitions, NATURALTECH offers a robust schedule of:

   Seminars and panels on market trends, certifications, and legislation

   Workshops on food preparation, sustainable farming, and self-care

   Live demonstrations of beauty rituals, therapeutic practices, and eco-friendly tools

   Interactive booths where attendees can engage directly with new products and technologies

This mix of activities transforms the event into a living classroom, fostering both consumer education and professional development.

Brazil’s Organic Identity: A Perfect Match for NATURALTECH

Brazil is internationally recognized for its agricultural resources, biodiversity, and rising commitment to sustainable development. NATURALTECH is deeply embedded in this context, serving as both a reflection of national values and a vehicle for growth.
Brazil’s organic leadership is evident in:

   The growing number of certified organic farms

   A legislative framework supportive of clean agriculture

   National campaigns promoting vegetarianism and plant-based diets

   Increased urban interest in eco-living and sustainable products

The fair supports and amplifies these trends, providing a centralized platform for stakeholders to share strategies, success stories, and technological breakthroughs. For foreign companies, participating in NATURALTECH offers valuable insight into regional consumer behavior and regulatory landscapes.

Why NATURALTECH Matters for the Future of Sustainability

As global concerns mount regarding climate change, food security, and public health, events like NATURALTECH play a pivotal role in shaping new standards for how products are sourced, manufactured, marketed, and consumed. The fair does not isolate the natural sector; it integrates it into mainstream commercial conversations, thus accelerating the adoption of green practices in the wider economy.
Attending or exhibiting at NATURALTECH provides:

   Access to one of the most vibrant organic markets in the world

   Opportunities to forge strategic partnerships with Latin American stakeholders

   Exposure to cutting-edge wellness innovations

   Education on holistic approaches to health and sustainability

   Direct interaction with both B2B and end consumers

   Insight into global trends localized for Brazilian and South American contexts

The fair sets the stage for year-round engagement, often influencing retail trends, product development, and media coverage across the continent.

A Living Laboratory for Natural Innovation

More than a showcase, NATURALTECH São Paulo is a movement—a convergence of commerce, consciousness, and community. It reflects the urgent demand for transparency, ethics, and ecological responsibility in every product and service we consume. With its global perspective grounded in regional strength, NATURALTECH offers unmatched opportunities for business growth, personal development, and planet-friendly transformation.

Whether you're a health-conscious consumer, a visionary entrepreneur, or a global distributor looking to tap into Latin America’s wellness boom, NATURALTECH is a must-attend event that will both inform and inspire.

PROFESSIONAL FAIR - FEIRA PROFISSIONAL DE BELEZA

A Feira Profissional de Beleza, conhecida como Feira Profissional de Beleza, se destaca como um evento fundamental na indústria da beleza, atraindo cabeleireiros, maquiadores, esteticistas, empreendedores e vários profissionais da beleza para um mercado vibrante de inovação. Esse encontro anual serve como uma interseção crucial onde essas pessoas se conectam não apenas umas com as outras, mas também com marcas líderes em cosméticos, perfumaria e higiene pessoal

No centro da feira está uma vitrine dos mais recentes lançamentos de produtos e serviços, tornando-a um destino essencial para qualquer pessoa apaixonada por tendências de beleza. Os participantes recebem uma impressionante variedade de ofertas que refletem a paisagem em evolução da beleza, desde técnicas e estilos de coloração de cabelo de ponta até os mais novos produtos de maquiagem que prometem aprimorar e inspirar. O evento não trata apenas de estética visual; ele incorpora a natureza dinâmica da indústria, onde a criatividade encontra a perspicácia empresarial

Além da movimentada exposição comercial, a feira apresenta uma série de congressos personalizados para áreas específicas do setor de beleza. Os tópicos variam de manicure a práticas estéticas, podologia e até estratégias de gerenciamento de negócios para empreendedores que desejam navegar no competitivo mercado de beleza. Essas sessões educacionais fornecem informações e conhecimentos inestimáveis, capacitando os profissionais a aprimorar suas habilidades e se adaptar às demandas em constante mudança dos consumidores

A Feira Profissional de Beleza se tornou sinônimo de networking e desenvolvimento profissional, oferecendo uma plataforma na qual os líderes do setor podem compartilhar seus conhecimentos e tendências emergentes. É uma celebração da beleza em todas as suas formas, refletindo a paixão e a dedicação daqueles que contribuem para esse campo vibrante. À medida que os participantes mergulham nas ofertas da feira, eles não apenas descobrem as inovações mais recentes, mas também estabelecem conexões que podem levar a futuras colaborações e crescimento

Em última análise, o evento serve como uma prova da próspera indústria da beleza, unindo pessoas que compartilham um compromisso com a excelência e a criatividade. A Feira Profissional de Beleza é mais do que apenas uma exposição; é uma experiência abrangente que enriquece o cenário profissional, inspira novas ideias e promove uma comunidade dedicada à arte e aos negócios da

Beauty Fair

The Beauty Fair Brazil: Latin America’s Premier Platform for the Beauty Industry

In the dynamic world of beauty, where innovation meets artistry and business meets culture, one event continues to define the pulse of the industry in the Americas: The Beauty Fair Brazil. Held annually in São Paulo, this trade event has become one of the most influential gatherings for beauty professionals, entrepreneurs, and global brands looking to expand their presence in Latin America’s thriving market.

More than a traditional trade show, the Beauty Fair acts as a comprehensive platform for networking, business generation, professional education, and product innovation. It brings together the full spectrum of the beauty industry—from hairstylists, estheticians, and barbers to distributors, salon owners, product manufacturers, and influencers.

Where Business, Beauty, and Innovation Meet

Brazil is one of the largest and most dynamic beauty markets in the world. With its strong consumer base, diverse demographics, and ever-evolving trends, it provides fertile ground for both established players and emerging brands. The Beauty Fair taps directly into this energy, offering a strategically curated space for discovery, connection, and commerce.

Key features of the Beauty Fair include:

Presence of top national and international beauty brands;

Dedicated pavilions for haircare, skincare, nails, aesthetics, and barbershop trends;

Product launches, technology showcases, and hands-on demos;

Live presentations by celebrity stylists and industry leaders;

Networking areas for B2B meetings and trade partnerships.

For professionals and businesses looking to stay ahead of the curve, The Beauty Fair is the go-to event for market insights and future-focused strategies.

An Immersive Professional Development Experience

The Beauty Fair is not only a business expo—it is also a center of education and inspiration for the beauty industry. Thousands of professionals attend each year not just to shop and network, but to learn from the best minds and hands in the field.

Educational opportunities include:

Masterclasses in cutting-edge hair styling and coloring techniques;

Aesthetic medicine and skin science sessions for dermatologists and estheticians;

Specialized courses for barbers, nail technicians, and makeup artists;

Seminars on salon management, customer service, and branding;

Talks on entrepreneurship, sustainability, and digital transformation.

This comprehensive learning ecosystem positions the Beauty Fair as a career accelerator for beauty professionals at all levels.

Global Brands, Local Connections

As a gateway to Brazil and the greater Latin American region, the Beauty Fair provides unmatched access to local buyers, distributors, and influencers. Exporters and international brands looking to break into this complex but high-potential market use the event as a launchpad.

Business development highlights:

Opportunities to connect with Brazilian distributors and salon chains;

One-on-one meetings with decision-makers and retail buyers;

Presentations on market entry strategies and regulatory guidance;

Access to purchasing professionals from across Latin America;

Exposure through strategic media and influencer partnerships.

This B2B focus ensures that The Beauty Fair isn’t just about visibility—it’s about building concrete business relationships that drive real results.

The Energy of Live Beauty: Product Demos, Trends, and Inspiration

Visitors to the Beauty Fair experience an electric atmosphere of creativity, innovation, and inspiration. With stages set for live demos, competitions, and interactive workshops, the event becomes a celebration of beauty in all its forms.

Expect to see:

Product launches from leading global and local brands;

Makeup and hair shows featuring celebrity artists;

Live aesthetic procedures and device demonstrations;

Trend forecasts in color, styling, and salon technology;

Influencer activations and digital beauty showcases.

This high-energy environment allows professionals to engage directly with products, learn new techniques, and be inspired by the artistry of beauty.

A Transformative Experience for All in the Beauty Sector

What sets the Beauty Fair apart is its inclusive vision. It’s not just for big brands or top stylists—it’s for anyone connected to the beauty industry. Whether you're a small salon owner in a rural town, a global brand manager, or an independent nail artist, the Beauty Fair offers something valuable:

Exposure to industry-leading innovation and trends;

A space to connect with like-minded professionals;

A platform to launch products, services, or personal brands;

A chance to learn, grow, and feel part of a powerful professional community.

Live the Beauty Fair Experience in Brazil

As Brazil cements its status as a global beauty powerhouse, The Beauty Fair continues to be the essential event that brings together professionals, brands, trends, and opportunities in one extraordinary space. It’s where beauty meets business, and where careers, partnerships, and new visions for the industry are born.

Come live this experience. Discover exclusive launches. Be inspired by the best in the industry. And take part in shaping the future of beauty in Brazil and beyond—only at The Beauty Fair.

In-Cosmetics Latin America

In-cosmetics Latin America: Where Innovation Meets Sustainability in Personal Care

The personal care industry is built on constant innovation, creativity, and scientific advancement. In this ever-evolving landscape, in-cosmetics Latin America stands out as a key event that brings together the region’s brightest minds and most innovative suppliers to showcase breakthroughs, explore new ingredients, and drive future trends. As the premier event for the personal care ingredients sector in Latin America, it’s not just a trade show—it’s an essential hub for collaboration, education, and growth.

Held annually, in-cosmetics Latin America draws personal care creators, ingredient suppliers, formulators, researchers, and business leaders from across the continent and beyond. Whether you’re looking to discover cutting-edge trends, launch new products, or network with key stakeholders, the event delivers unmatched value and insight.

A Global Stage for Regional Innovation

As Latin America’s leading personal care ingredients event, in-cosmetics Latin America offers a rare combination of global expertise and regional relevance. It serves as a catalyst for scientific innovation and business development, empowering local creators and international companies alike to push the boundaries of beauty and wellness.

What Sets the Event Apart?

Attendees benefit from a highly focused, industry-specific environment that promotes meaningful engagement. Some of the standout features of in-cosmetics Latin America include:

Showcasing ingredient innovations from the world’s leading suppliers.

Providing high-quality education on trends, science, and formulations.

Hosting product demonstrations and technical workshops.

Emphasizing sustainability across all aspects of the event.

Facilitating targeted networking within the Latin American personal care community.

These elements make the event invaluable not only for established businesses but also for indie brands and start-ups that want to stay ahead in a competitive industry.

A Platform for Education and Scientific Exchange

One of the most celebrated aspects of in-cosmetics Latin America is its robust education program, which features presentations by industry experts, live demonstrations, and trend briefings. This commitment to knowledge-sharing positions the event as more than a showcase—it’s a classroom for the future of beauty.

Topics Covered in the Educational Program

Attendees can expect insights into:

Advances in cosmetic science and formulation techniques.

Trends in natural and organic ingredients.

Sustainable sourcing and green chemistry.

Regulatory challenges and compliance across Latin America.

Consumer behavior and market dynamics in the region.

These sessions allow participants to gain both technical knowledge and market foresight, helping them make better-informed decisions in their product development journeys.

Connecting the Industry: Powerful Networking Opportunities

Networking is a core element of in-cosmetics Latin America. The event is carefully curated to facilitate professional connections that matter. Whether you're a formulator seeking a new emulsifier or a supplier launching a breakthrough botanical extract, the expo floor and dedicated meeting zones offer the perfect setting to start conversations and build partnerships.

Networking Formats Include:

One-on-one meetings with suppliers and R&D experts.

Brand-to-brand collaborations for product development.

Roundtables and discussion forums with thought leaders.

Informal mixers and receptions after sessions.

This kind of interaction fosters innovation, encourages collaboration, and helps companies navigate the increasingly complex beauty ingredient supply chain.

Spotlight on Ingredient Innovation and Product Launches

The heart of the event lies in its Ingredient Innovation Zone, where new product launches take center stage. This space offers attendees the chance to explore emerging ingredients, see live demos, and ask in-depth questions about formulations, sourcing, and application.

Product Demonstration Areas Focus On:

Functional ingredients like emulsifiers, surfactants, and polymers.

Active ingredients targeting anti-aging, hydration, and pigmentation.

Sensory innovations including fragrances and textures.

Eco-friendly alternatives and biodegradable formulations.

By attending these demonstrations, formulators can witness firsthand how novel ingredients behave in real-world formulations—a valuable step before investing in development.

Sustainability as a Central Theme

In-cosmetics Latin America doesn’t just highlight the latest trends—it actively shapes them. Sustainability has become a core focus of the event, reflecting the broader shift within the industry toward environmentally responsible practices.

Sustainability Initiatives at the Event

Promotion of eco-conscious brands and ingredient suppliers.

Educational content focused on green chemistry and ethical sourcing.

Spotlight on sustainable packaging solutions.

Discussions on carbon footprint, water conservation, and waste reduction.

This focus ensures that attendees leave the event not only inspired but also equipped to make sustainability a cornerstone of their business strategies.

Who Should Attend in-cosmetics Latin America?

The event is designed to cater to a diverse audience involved in the personal care ingredients supply chain. Whether you’re exploring new partnerships or looking to future-proof your formulations, in-cosmetics Latin America provides the right environment.

Attendees Include:

Formulators and R&D specialists looking for functional and active ingredients.

Brand owners and marketers scouting for new concepts and sensory elements.

Procurement managers seeking reliable, innovative suppliers.

Lab equipment providers introducing automation and testing tools.

Regulatory consultants offering compliance solutions for local markets.

Each of these professionals finds a unique value proposition at the event, thanks to the carefully curated content and exhibitor mix.

The Bigger Picture: Why This Event Matters

In an industry where product development cycles are accelerating and consumer demands are shifting rapidly, events like in-cosmetics Latin America provide an essential pause for learning, connection, and strategic planning. With its clear focus on education, innovation, and sustainability, the event helps shape the direction of the personal care market in Latin America and beyond.

By offering a platform where suppliers and creators can come together, explore solutions, and push boundaries, in-cosmetics Latin America plays a critical role in the development of safe, effective, and forward-thinking personal care products.

Sustainable Cosmetics Summit Brazil

Sustainable Cosmetics Summit Brazil: Driving the Future of Green Beauty in Latin America

The global cosmetics industry is entering a pivotal era—one defined not only by innovation and consumer demand but also by environmental and ethical responsibility. As sustainability becomes a cornerstone of modern beauty, the Sustainable Cosmetics Summit in Brazil stands at the forefront of this transformation in Latin America.

This summit is more than a conference. It’s a dedicated platform designed to empower brands, formulators, raw material suppliers, and retailers to make environmentally and socially responsible choices. With a unique focus on the challenges and opportunities specific to the Latin American market, the event gathers thought leaders and decision-makers who are committed to building a greener, more transparent beauty industry.

Dedicated Forum for Sustainable Development in Cosmetics

Hosted in one of the world’s most biodiverse regions, the Sustainable Cosmetics Summit Brazil reflects a growing urgency to reconcile economic growth with ecological responsibility. The summit provides a stage for stakeholders across the supply chain to explore sustainable development strategies that are both innovative and practical.

This year’s key themes include:

Circular beauty: Designing packaging and production systems that minimize waste;

Green ingredients: Sourcing renewable, plant-based alternatives for formulations;

Biodiversity conservation: Protecting ecosystems while utilizing regional biodiversity responsibly;

Ethical sourcing: Ensuring fair trade, traceability, and transparency in raw materials;

Natural and organic cosmetics: Understanding consumer demand, certification schemes, and formulation challenges.

These themes reflect the priorities of a region that is rich in natural resources but vulnerable to environmental exploitation and regulatory complexity.

Who Attends: A Regional and Global Green Beauty Network

The Sustainable Cosmetics Summit in Brazil brings together a curated audience of professionals from both local and international markets. Attendees represent a wide cross-section of the beauty industry—unified by their commitment to sustainability and responsible innovation.

Attendee profile includes:

Cosmetic brand managers and product developers;

Sustainability officers and CSR professionals;

Ingredient suppliers and formulation experts;

Regulatory consultants and eco-certification agencies;

Retailers and distributors focused on green beauty;

NGOs, biodiversity specialists, and academics.

This blend of expertise ensures that the summit not only educates but fosters collaboration between sectors often disconnected from one another.

A Focus on Circular Beauty and Ethical Packaging

One of the most discussed themes in recent years has been circular beauty—a holistic approach to minimizing waste and maximizing reuse in the cosmetics industry. The summit places special emphasis on packaging innovation, refillable systems, and end-of-life product planning.

Key circular beauty initiatives presented at the summit:

Biodegradable and compostable packaging alternatives;

Refillable containers and closed-loop systems;

Lifecycle assessment tools for cosmetic products;

Case studies on zero-waste salons and refill bars;

Regulatory frameworks supporting circular business models.

For companies looking to future-proof their supply chains, these insights are crucial in aligning profitability with sustainability.

Latin American Biodiversity and the Role of Ethical Sourcing

With Brazil home to some of the planet’s richest biodiversity hotspots, the Sustainable Cosmetics Summit explores how the region’s natural assets can be used responsibly—and ethically—in beauty innovation. The summit tackles the complexities of ethical sourcing in biodiversity-sensitive areas, urging brands to respect local communities and protect natural ecosystems.

Speakers and sessions will address:

The socio-economic impact of ingredient harvesting;

Indigenous knowledge and community partnerships;

Transparency and traceability in supply chains;

Risks and best practices in biodiversity exploitation;

Integration of sustainability into procurement policies.

These discussions are especially relevant for brands seeking to blend authenticity, efficacy, and environmental responsibility in their product offerings.

Green Ingredients and Natural Formulation Trends

Latin America has long been a source of unique botanicals and natural remedies. The summit provides an opportunity for formulators and product developers to explore green ingredients that are safe, effective, and aligned with modern sustainability standards.

Trends discussed in the formulation sessions include:

Plant-based actives and bio-extracts from Amazonian flora;

Alternatives to synthetic preservatives and silicones;

Innovations in vegan, halal, and cruelty-free ingredients;

The rise of waterless and solid beauty products;

Clean beauty formulations aligned with consumer transparency.

In an industry where label-conscious consumers increasingly drive buying decisions, these trends signal a shift toward minimalism, purity, and function.

Industry Impact and Future Direction

The Sustainable Cosmetics Summit Brazil is not only a showcase of ideas but a catalyst for action. Its mix of educational content, panel discussions, and real-world case studies equips attendees with the tools needed to integrate sustainability into every facet of their operations—from sourcing and formulation to branding and marketing.

Participants leave with:

Practical strategies for improving sustainability performance;

Access to vetted suppliers of natural and ethical ingredients;

Insights into evolving regulations and compliance challenges;

A stronger network of like-minded partners across the industry.

By combining global insights with regional realities, the summit reinforces Brazil's position as a leader in ethical and ecological beauty innovation.

Redefining Beauty Through Responsibility

As the beauty industry faces mounting pressure to align with sustainability goals, the Sustainable Cosmetics Summit in Brazil offers a rare and necessary space for collaboration, learning, and long-term planning. By addressing critical issues like circularity, biodiversity, and ethical sourcing, the summit is helping to reshape the very definition of beauty.