A family business since 1965
At Legacy Exhibitions, events run in the family. The story starts in 1965, when Mohamed Farrah, the grandfather, began building what would become a legacy: carefully run events, and a know-how passed down from one generation to the next.
In 2021 the new generation set out to give that vision fresh momentum. The idea was simple: create trade shows of their own, built for sectors that were growing fast in Algeria. That is how Algeria Event Show, Cosmetica and CosmeOran came about. The team also took on a mission beyond the stands: to support the country’s economy, and to give local companies and craftspeople a place to be seen.
The whole industry under one roof
Cosmetica Africa is about more than brands. The show brings together every link in the chain behind a cosmetic, beauty or fragrance product: raw materials, machinery and equipment, supplies and packaging, services, and finally the finished products. A manufacturer meets its suppliers and its distributors in the same aisle.
The organiser’s stated aim goes beyond buying and selling: to make partnerships easier, to promote local production so that the country imports less, and to help Algerian cosmetics win export markets. The visitors are professionals: hair and beauty salons, wholesalers, distributors, perfumery shops, exporters and manufacturers.
A name that grew with the ambition
The show has changed its name as its ambitions grew: Cosmetica Algeria, then Cosmetica North Africa, and today Cosmetica Africa. By its third edition it was already billing itself as the largest cosmetics trade show in Africa.
The venues kept pace. The 2024 edition was held in Pavilion A at SAFEX; from 2025 the show moved into the Central Pavilion. For 2026 the organiser reports over 300 exhibiting companies, more than 17 countries and more than 55,000 visitors. For its fifth edition, from 13 to 16 January 2027, Cosmetica Africa expects over 75,000 professionals and spreads across two pavilions.
The whole layout has been redesigned for the occasion. The Central Pavilion will be given over to the industry: raw materials, packaging, machinery and manufacturing solutions. The Palestine Pavilion will host the cosmetics, fragrance, hygiene and beauty brands. The aim: an easier route through the show for visitors, and more targeted business meetings.
Four days of business
Around the stands, the programme is full. Conferences led by professors, doctors and experts in the field. Workshops on trends and innovations. The Cosmetica Show, where professionals demonstrate the latest techniques in hairdressing, care and make-up. A zone for twenty start-ups and craftspeople picked by the team. And an area where exhibitors present their products to thousands of visitors.
For business, a Business Zone welcomes decision-makers and buyers. COSMETICA CONNECT goes a step further: importers and distributors, selected on application, meet exhibitors in a lounge kept for them, a VIP BUYER badge around their necks. The organiser promises them access to over 300 international exhibitors and more than 100 influential African decision-makers in the cosmetics sector.
Bringing in 75,000 professionals
Filling two pavilions does not happen by chance, and the organiser sets out its campaign in detail. Emails every month to more than 40,000 contacts, at least three of them in the thirty days before the show. Paid campaigns on Facebook, Instagram and LinkedIn from four months before opening, then text messages. At least 10,000 personal invitations for potential buyers, phone calls to decision-makers up to the last day, and coverage on radio and television. The show is held under the high patronage of the Ministry of Foreign Trade and Export Promotion.
The show’s website, plugged into Moultaka
Cosmetica Africa keeps its own website, cosmeticaafrica.com. Several of its pages, though, run on Moultaka, among them the floor plan, the 2027 exhibitors list, visitor registration, applications to COSMETICA CONNECT, the call for speakers and the conference agenda.
Every exhibitor added, every stand assigned and every session scheduled in the team’s workspace shows up on the show’s site straight away, with nothing typed twice. Moultaka has worked with Cosmetica since the 2024 edition.
