I love me breaks records with nearly 67,000 visitors as face-to-face encounters help brands grow

I love me breaks records with nearly 67,000 visitors as face-to-face encounters help brands grow

The I love me fair, which has grown into a phenomenon in its own right, broke records once again, bringing nearly 67,000 visitors to Helsinki Expo and Convention Centre over the weekend. At Northern Europe’s largest wellbeing event, visitors explored the latest trends and emerging phenomena in beauty, fashion, wellbeing and health, enjoyed shopping and connected with like-minded people.

I love me 2025 showcased emerging trends, inspiring brands and industry developments across beauty, fashion, wellbeing and health. Over the course of three days, the popular event brought together 66,964 visitors, more than 400 exhibitors, and 200 speakers and performers. Visitor numbers surpassed the previous record by 6,296, representing growth of more than 10%.

I love me has established its position not only as Northern Europe’s largest event, but also as a vibrant platform for brand marketing, where encounters turn into tangible results. The event gives companies the opportunity to meet their audiences face-to-face, test new concepts and build their brands through genuine interaction.

“I love me provides a unique platform for encounters for the fashion, beauty, wellbeing and health industries. The event gives brands the opportunity to genuinely meet customers face-to-face, strengthen their brand awareness, promote their commercial objectives and build meaningful customer relationships. We also want to support the international growth of Finnish brands by providing a platform where Finnish expertise can be showcased and cross-border networking can flourish. It is precisely these genuine and cross-industry encounters that make the event irreplaceable,” emphasises Noora Haatainen, Business Manager at Helsinki Expo and Convention Centre.

At I love me, brands meet their audiences and make an impact

I love me has established its position as a platform for encounters where leading brands in beauty, fashion, wellbeing and health launch products, increase brand awareness and meet both new and familiar customers.

One of the fashion industry’s rising newcomers, Itgoes, used the event to showcase its brand and gather direct customer feedback. Founded in May 2024, the brand made its debut at I love me just a few months after its establishment. This year, the company made effective use of the visibility opportunities offered by the event, including being recognised in Sami Sykkö’s selections in the “Year’s Most Coveted” category, which brought the brand extensive additional attention.

“We wanted to connect directly with consumers and show what Itgoes stands for. We are a new brand, and we did not have any special offers at the fair. We wanted to see how our concept works as it is. The reception exceeded our expectations: customers found us, got excited and gave feedback that confirmed that we are on the right track. Comments such as ‘this is what I’ve been looking for’ and ‘I have to have this’ show that we have reached exactly the right audience. The event also provides nationwide visibility, not just in the Helsinki metropolitan area, and brings together precisely those people who share the same values,” say Itgoes founders Emmi Pihlapuro and Jesperi Järvinen.

I love me offers brands more than visibility; it provides an opportunity to engage with customers in a meaningful way. This was put to excellent use by Finnish online retailer Bloom by Johanna, specialising in hair and skincare products, which created an experiential space at the fair where visual appeal, expertise and genuine encounters came together.

“I love me has been a fantastic opportunity for us to crystallise the essence of our brand into a visual experience. We wanted to create a stand where customers would feel welcome, not just coming to shop, but taking part in an experience. It was important for us to bring a large team of experts to the event alongside our products, so that we could offer our customers genuinely expert service and joy. I believe that this investment will have a positive impact on the impression we leave and on our future sales,” says Johanna Tähtinen, founder and CEO of Bloom by Johanna.

I love me’s main partner, MIELI Mental Health Finland, gave visitors the opportunity to talk about concerns and challenges they may be facing in the Worry Chair, while experts at the event discussed topics including self-leadership, everyday glimmers and managing emotions in parenthood. The Mielinauha 2026 campaign, to be launched in spring 2026, is being designed by Enni Lähdesmäki, winner of the Young Designer of the Year 2025 competition, one of I love me’s fashion competitions. The proceeds from the nationwide campaign will support mental health and crisis work in Finland.

More information:

Communications Specialist Terhi Laine, +358 40 626 6447, terhi.laine@messukeskus.com, Helsinki Expo and Convention Centre

I love me 2026 will take place at Helsinki Expo and Convention Centre from 16 to 18 October 2026. Northern Europe’s largest wellbeing event showcases the latest trends, inspiring brands and new discoveries across beauty, fashion, wellbeing and health.