Andorra la Vella Launches First 'Andorra és bella' Beauty Congress

Andorra la Vella has launched the inaugural "Andorra és bella" congress, scheduled for 15-18 October, to position the principality as an international hub for beauty, cosmetics, personal care, perfumery, and wellness.

Jointly organised by the Andorra la Vella commune and Andorra Turisme, the event—known formally as the Andorra Beauty Congress—will feature 19 speakers addressing innovation, AI applications, digitalisation, social media, influencers, brand value, new shopping experiences, and omnichannel strategies. Organisers expect around 100 participants, with 40 already registered and over 200 showing interest. Registration remains free for professionals and the public.

Cònsol Sergi González described the sector's economic weight, noting 204 businesses in Andorra la Vella alone. He called it a pioneering field with deep roots and strong entrepreneurial history, positioning the congress as a clear bet for growth. Tourism and Commerce Minister Jordi Torres pointed out that beauty and cosmetics draw significant visitors, with 40% of overnight tourists citing shopping as their primary motive and 93% making purchases. Both leaders stressed plans to expand beyond the capital, incorporating other parishes over time.

The congress kicks off on 15 October, followed by activities including makeup consultations, cosmetics and perfumery workshops, skin diagnostics, and perfume creation sessions. On 17-18 October, Beauty Experiences will involve local retailers in related events. Iberchem will also run a fragrance workshop for schoolchildren at Bici Lab on 15-16 October.

The budget stands at €80,000-€90,000, with Andorra Turisme covering 25% plus communications support. A second edition is slated for May 2027 as the "Setmana dels Sentits" to align with lower tourist seasons and retailer needs, aiming for up to 500 attendees in future iterations.