From May 12th to 14th, IT Pharma participated in China Beauty Expo 2026 (CBE), one of the most important international events for the beauty, aesthetics, and skincare industry, held at the Shanghai New International Expo Center.
The company was part of the Beauty From Spain Pavilion, promoted by ICEX, where it shared space with leading Spanish brands and had the opportunity to connect with healthcare professionals, distributors, strategic partners, and new potential collaborators from the Asian market.
Throughout the three-day exhibition, the IT Pharma team carried out a range of activities focused on content creation, networking, and brand positioning, including collaborations with local KOCs and KOLs, content production, and promotional product activations.
Beyond the commercial activity, the experience allowed the team to witness firsthand the pace of innovation currently driving the Chinese market.
“Shanghai changes your perspective. Technology integrated into every detail, constant innovation, speed, vision… China is no longer the future of the beauty industry; it is the present,” said Álvaro López, CCO of IT Pharma, following the event.
IT Pharma’s presence at CBE also served to strengthen relationships with international partners and continue exploring new business opportunities in an increasingly strategic market for the aesthetics and dermatology industry.
“We are very pleased with the work accomplished during these days, the meetings held with our business partners, and the new contacts and opportunities that emerged,” explained Carlos Ganuza, CFO of IT Pharma. “It is extremely rewarding to see how the work we do from Navarre, Spain, is being recognized in China, especially our well-aging approach and the development of our formulas.”
For Clara Valbuena, Head of Marketing & Communications at IT Pharma, the experience once again confirmed the importance of stepping outside familiar markets and understanding how the industry evolves through different cultural and professional perspectives.
“Every market has its own codes, rhythms, and way of building relationships. China is a market that constantly challenges you to learn, observe, and rethink many things,” she noted. “Sometimes, to truly understand where our industry is heading, you need to step outside, look around, and listen.”
The IT Pharma team returned from Shanghai with new ideas, inspiration, and an even broader global vision for the future of aesthetic medicine and skincare.
The company also expressed its gratitude for the support provided by ICEX within the Beauty From Spain Pavilion, as well as the collaboration of José Antonio Morente in the strategic planning and coordination of the local agenda during the event.
Participation in China Beauty Expo 2026 reaffirms IT Pharma’s commitment to innovation, international expansion, and the continuous evolution of the well-aging concept in a global environment where science, technology, and aesthetics are advancing at remarkable speed.
Because if one thing became clear after this edition of CBE, it is that understanding the future of the industry means being present where innovation is happening. And today, a significant part of that conversation is taking place in China.
