Diverse innovation, sustainable luxury, and new voices shaping the future at Autumn Fair 2025
Autumn Fair, the UK’s flagship retail buying event, returns to NEC Birmingham from 7–10 September 2025 with a Beauty & Wellbeing sector brimming with vibrant innovation, trend-led launches, and a uniquely diverse offering for buyers and independent retailers. Reflecting sector growth (UK beauty and personal care spend is forecast to reach £12.6 billion in 2028) this year’s Autumn Fair showcases both industry leaders and a new wave of artisan, sustainable beauty brands responding to consumer calls for eco-conscious and experience-rich products.
The Beauty & Wellbeing sector offers a remarkable depth and breadth, tailored to the needs of indie retailers and retail chains seeking standout, sustainable, and profitable lines. Whether you're enhancing your wellness range, expanding gifting choices, or curating eco-premium products, the show delivers actionable sourcing, trend intelligence, and new brand partnerships.
This year’s Beauty & Wellbeing lineup is exceptionally strong, headlined by beloved, fast-innovating suppliers. These brands exemplify enduring quality infused with contemporary relevance, ensuring retailers can curate standout collections. From established names to high-end artisan newcomers, the show presents a powerful one-stop destination for buyers and independent retailers seeking quality, sustainability, and innovation.
Bomb Cosmetics
- Bomb Cosmetics is launching over 80 new products including playful Mini Blasters, gifting-led packs, and an imaginative new ‘Bohemian Cinema Club’ bath concept, ideal for seasonal gifting and trend-driven displays.
- The English Soap Company and Fikkerts continue to elevate the classic British bath and body segment, offering refined, botanical-rich soaps and luxury skincare staples that speak to the enduring appeal of well-made, heritage-backed products.
- Heaven Scents Incense, St Eval Candle, and Ivy & Twine Candles anchor the ever-growing home fragrance category, bringing countryside-inspired aromas and beautifully packaged, UK-crafted candles and melts that tap the ongoing “wellbeing at home” trend.
- Wild-Olive delivers nature-inspired handmade soaps, bath treats, and home scents, with a focus on sustainable sourcing and traditional craftsmanship, a crucial draw for eco-conscious shoppers.
The rise of high-end artisans
Autumn Fair is proud to introduce three distinguished new exhibitors, each bringing exquisite quality and eco-conscious upscale appeal:
CAHM, Adhock, and Òir Soap make their much-anticipated Autumn Fair debut as standout artisan brands to watch. Both combine premium natural ingredients, sustainable packaging, and luxury positioning, representing the new standard for “conscious beauty” in 2025. Expect sophisticated, sensorially rich launches aimed at the discerning, ingredient-aware buyer.
- CAHM – luxurious skincare formulated from sustainable, high-performance ingredients.
- Òir Soap – artisanal cold-process soaps prioritizing purity, luxury, and environmental responsibility.
- Adhock transform empty wine bottles into beautifully unexpected, sustainable candles. Handmade in Devon using natural soy wax and plastic-free materials, products – from refillable tealights to reed diffusers – are thoughtfully designed with minimalist style, powerful scents, and planet-friendly principles.
Òir Soap
These brands align with the growing demand for ethical, premium beauty gifts and spa staples.
Fine fragrance takes centre stage
A new generation of fragrance innovation is also evident:
- Luxury Scent and Fine Perfumery introduce premium fine fragrance, satisfying the continued demand for self-treating and gifting perfumes.
- YFF brings its extensive private label expertise, and White Rose Aromatics returns with a curated edit of English-made classic fragrances, celebration kits, and bespoke gifting options perfect for the festive retail season.
Spotlight on emerging excellence: The new business pavilion
Supporting the industry's future, Autumn Fair’s New Business Pavilion welcomes an exceptional mix of emerging brands spanning skincare, soaps, and haircare. Each brand reflects refined craftsmanship, niche appeal, and significant growth potential, perfect for retailers looking to stay ahead.
- Tarro Skincare: Plant-based, naturally formulated skincare
- True Organics London: Organic, certified skincare essentials
- Miriam’s Collection: Luxe haircare, bridging clean-beauty and performance
- Naturally Nepal: Fair-trade, handmade soaps with an ethical and global story
- EMR Sensitivity: Pioneering wellness aids for electro-sensitivity
- Mila Foy: Luxury hair and skincare, with in-demand growth and fragrance lines
- Atenai London: Fragrance-driven, indulgent skincare
- Danla: Hand-crafted, cold-process artisan soaps
Tarro Skincare
For buyers, this offers a curated environment to discover “the next big thing”, differentiate their store, and forge exclusive partnerships as consumer appetite for newness and story-led brands continues to rise.
What’s driving beauty & wellbeing in 2025
The beauty and wellbeing sector in 2025 is being shaped by a clear shift in consumer behaviour, where value, conscious choices, and emotional connection take centre stage. With financial pressures still influencing spending habits, shoppers are gravitating toward ‘affordable luxury’ purchases, especially in the form of fragrances, candles, and bath products that offer both a sensorial escape and self-care indulgence without breaking the bank.
Sustainability continues to be a non-negotiable factor across the sector. Consumers now expect eco-friendly packaging, ethical ingredient sourcing, and transparency from the brands they choose. This shift is not just influencing niche independents but is increasingly defining what mainstream beauty looks like, with green credentials now vital to securing consumer trust and loyalty.
At the same time, there’s growing interest in products that support holistic wellbeing. Buyers are expanding their offerings to include mood-enhancing home fragrance, wellness-focused gifts, and a new wave of tech-enabled or mindfulness-led beauty items that speak to both physical and emotional health. This category reflects a more conscious and multi-dimensional approach to self-care, from stress relief to digital detoxing.
This demand is shaping product development and buying strategies across the sector. Alongside this, the continued popularity of wellbeing-led retail, from stress-relief bath soaks to self-care kits, has led to a surge in demand for wellness products that deliver calm, comfort, and practical benefit.
Seasonal and gift-led innovation also continues to drive momentum. With gifting moments - from Christmas to year-round ‘just because’ self-gifting - serving as significant purchase drivers, show brands are responding with pre-packaged sets, scent layering collections, and creative stocking fillers. These items are driving footfall and repeat purchases for retailers looking to serve experience-led consumers and plan effectively for the busiest retail periods.
Artisan-made, premium craft beauty is also carving out a growing space in gift and lifestyle sectors. High-end, small-batch production now carries a luxury cachet, appealing to shoppers who equate quality with authenticity and distinctiveness. Meanwhile, home scenting remains a key category, with candles, diffusers, and incense dominating as top sellers that tap into the comfort-driven desires of modern consumers.
Finally, private label and bespoke fragrance offerings are becoming a strategic opportunity for retailers. Brands like YFF are enabling independents to develop their own signature scent collections, offering a sense of exclusivity and brand identity that drives both customer engagement and loyalty.
Why Autumn Fair remains a must-attend
No other trade event gives independent retailers and buyers access to such a breadth of UK-made and international beauty, wellbeing, wellness, and fragrance talent, all under one roof and all curated with the coming season’s trends in mind. With over 800 leading brands across ten product sectors (and more than 30% exclusive to Autumn Fair), attending is an unmissable chance to refresh stock, ignite inspiration, and meet the founders and makers driving the future of British beauty retail.
Autumn Fair’s strength lies in its diverse product mix, meaning fashion, gift and lifestyle retailers can explore opportunities well beyond their core categories. It’s the ideal sourcing ground for retailers looking to broaden their creative and seasonal offering. Autumn Fair offers inspiration, innovation, and new revenue streams, all under one roof - it is the leading order-writing show, and the show buyers commit their budget to after browsing.
Carefully curated to help retailers explore and shop with ease, Autumn Fair spans 10 definitive destinations. The show is expertly edited with thousands of must-have products, making it the trusted trade show to find new and trending collections in time for the year-end rush. Discover Home, Living & Décor, The Summer House Edit, Gift, Beauty & Wellbeing, Kids, Toys & Play, Greetings, Party & Celebration, Everyday, and in Moda x Pure Clothing & Footwear, Fashion Accessories, and Jewellery & Watch.
What’s new in experience
Autumn Fair isn’t just about what you buy, it’s about a host of experiences to enhance your visit, from retail masterclasses to networking retreats. Shaking things up this year, the newly reimagined feature areas are packed with fresh content, practical insights, and real support, all designed to help independent retailers grow, adapt and thrive in a competitive market.
We know buying is your priority, but staying ahead in today’s fast-moving retail world takes more than great products. A new content programme of short, practical sessions packed with real-world strategies will help you buy smarter, sell better, and future-proof your business.
From low-budget marketing ideas to next-gen trends and creating unmissable in-store experiences, it’s content that works around your time, not the other way around. No fluff, just focused insights that make a difference.
Retail Corner is a hub for industry icon trend talks, trend forecast presentations and practical sessions. Discover new trends and learn from inspiring success stories at this charming shop front stage. Retail Corner will facilitate a myriad of sessions from masterclasses, trend forecast presentations by official trend partner BDA London and inspiring industry icon interviews. Retail Corner serves to inspire and educate our retail community.
Pitch Live will welcome exhibitors to the stage with their most innovative products, pitching to an esteemed panel of judges and a curious retail audience. The finalists will have the opportunity to enhance their brands awareness, gain invaluable feedback and possibly get a new listing.
Buyers Retreat is a buyer-only, peaceful oasis where you can refresh, reflect, and take meetings in private. Join exclusive Retailer Social Workshops whilst you’re here - part workshop, part creative sandbox, part retailer therapy, these bespoke sessions are designed to support peer sharing with sessions such as Supply Chain Solutions for the Little Guys, Indie Strategies – Small Budget, Big Impact and Making Your Store Unmissable.
All buyers benefit from a buyer’s benefit package saving £30+ per day which includes free parking, complimentary tea, coffee and water, and subsidised cloakrooms (£1 per item).
Discover the full line-up of speakers at https://www.autumnfair.com/whats-on
Retail Makeover Mission
Look out for Autumn Fair’s new partnership with Save The High Street – Retail Makeover Mission is an exciting new initiative aimed at revitalising independent retail and act as a catalyst for high street regeneration across the UK. Championing independent retail innovation and resilience, the Retail Makeover Mission is a timely answer to the UK’s retail crisis and two incredible independent retailer transformations will be brought to life at the show. Visit https://www.autumnfair.com/retail-makeover.
Further reading: Autumn Fair and Save The High Street launch £10,000 makeover competition for indies
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