A multi-brand Show dedicated to the entire Hair & Beauty industry. An innovative format by BeConcept, built on our motto 'Unity is strength,' featuring four brands— BeConcept, UpGrade, Alfaparf, and Octyl—united under a single vision. On stage, artists from Italy, Spain, Argentina, and Brazil will bring to life a high-impact visual and emotional show, where creativity, business, and inspiration converge. An experience that breaks down the industry's three major barriers—geographical, economic, and linguistic—thanks in part to the support of Artificial Intelligence, a key tool for the present and future of education. Here, the protagonist is you: your future. Not just a show. A message. The beginning of your future.