DARK at FOR BEAUTY 2026 in Prague: How It Went

On 17–18 April, DARK took part in FOR BEAUTY 2026 in Prague – a professional beauty exhibition bringing together brands, nail technicians, salons, and industry representatives. This year the show was held at PVA EXPO PRAHA – Letňany and welcomed nearly 12,000 visitors and around 200 exhibitors. For DARK, these two days were more than just another international appearance – they were a chance to see first-hand how the brand is developing in the Czech market. DARK is represented in the Czech Republic by our partner STELLAS Materials, with whom we have already introduced the brand's products to the local professional audience on more than one occasion.

DARK in Prague with STELLAS

One of the most rewarding observations from those two days: many guests who came to the DARK stand already knew the brand.

Among them were our regular clients, nail technicians, and salon representatives who already work with DARK products. Some came back for their favourite items, some wanted to discover what was new, and some simply came to say they had been choosing us in their work for a long time. That means the world to us – and it says a lot. International brand presence isn't only about a new pin on the map. It's about recognition beyond Ukraine, and moments when you see with your own eyes: DARK is known, recommended to colleagues, and chosen again and again.

See It, Hear It, Remember It

Two exhibition days also meant the chance to look at the range through the eyes of nail technicians: what they notice first, which products they linger at, and what they ultimately take home with them.

During FOR BEAUTY 2026, 568 DARK products were sold. The categories that attracted the most interest were Cat Eye and Flash gel polishes, coloured bases and tops, and Builder Gel.

Special attention at the stand was given to shade presentation. Bases and tops were displayed on specially prepared palettes so visitors could compare colours in person and immediately understand which one would best complement their working collection.

For nail technicians, this is simply an easier way to navigate a large range. For us, it's an opportunity to better understand local preferences – and one of the most interesting aspects of the brand's international work is watching how the same range unfolds differently across different markets.

A Stand Worth Staying At

FOR BEAUTY means dozens of brands, hundreds of products, colours, and impressions all at once. So we wanted the experience of discovering DARK to be a genuinely pleasant one.

At the stand, guests were welcomed with interactive games and gifts. There was a spin-the-wheel to try your luck, and a DARK cosmetics bag for purchases over a certain amount. Almost all the prepared gifts found their owners, and the team separately noted many warm comments about DARK's packaging.

These things may seem like details, but offline brand discovery is made of exactly these moments. Seeing the product not on a screen but in person. Picking it up, looking at the shades, asking the team a question, trying something new – and leaving the stand not just with a useful purchase, but with the feeling that this is a brand you want to come back to.

DARK Goes International

FOR BEAUTY gave DARK another opportunity to speak up more loudly within the local professional community and become more visible in the Czech market. During the exhibition, local bloggers and nail technicians talked about the brand, DARK appeared in event content, the official catalogue, and on the FOR BEAUTY website. Professional photo and video coverage helped preserve those two Prague days not only in our memories.

But the most valuable thing about events like this is the chance to step beyond the screen and meet in person the people we create DARK for. To hear honest feedback, see the first reaction to products and collections, better understand local preferences, and finally meet people we had only known online.

FOR BEAUTY 2026 brought us hundreds of new connections, dozens of conversations about the nail industry, many important observations – and even more DARK products that will now help nail technicians create perfect manicures for their clients in the Czech Republic.

A special thank-you to our partners who were by DARK’s side in Prague. STELLAS Materials – for representing the brand in the Czech Republic and for their ongoing work with the local professional community, and STALEKS – for the partnership, support, and for joining us at FOR BEAUTY 2026.

And, of course, thank you to everyone who stopped by our booth: those who discovered DARK for the first time and those who already knew exactly which products they were coming back for.

Thank you, Prague.

See you at the next professional beauty events.