This year’s Olympia Beauty show in London, UK will look to reflect the growth in the male beauty sector by featuring a large 'Health and Beauty for Men' section at the event.

The specialist zone will include a live stage, with 12 brands coming together to unveil and present the latest trends in men’s wellness.

A number of recent innovations to hit the sector will be demonstrated live on stage, alongside the opportunity to engage with leading professionals and discover why the male market is rapidly growing in importance for the spa and wellness industries.

A spokesperson for the event said: “For too long has the industry missed 50 per cent of the population and we intend to address this with the launch of the ‘Health & Beauty for Men’ area in the show.”

The live stage is part of Olympia Beauty’s programme of highlighting a new growth sector in each edition of the show.

Last year, Olympia’s Nutrition & Wellbeing Stage focused on how a holistic approach to diets and spa cuisine is gaining popularity among wellness consumers.

Held on 1-2 October 2017 at the Olympia exhibition space in London, the two-day show is now in its 13th year and attracts more than 18,000 delegates and 500 brands each year.