“Pelenė 2026”: A Beauty Manifesto and a New Creative Rhythm
The largest beauty industry exhibition in the Baltics, “Pelenė,” celebrating its 33rd anniversary this year, is entering a new creative stage. For the first time, the visual identity of the exhibition was created not by external partners but within the LITEXPO team itself. This decision strengthens the main theme of 2026, “Beauty at Your Rhythm,” and emphasizes the idea of community, which has always been a vivid part of Pelenė’s story.
In previous years, photoshoots for the exhibition were handled by creative agencies, but this year the entire visual direction – from the idea to the final frame – was created inside LITEXPO. This became not only a creative experiment but also a symbolic message: beauty is not only about aesthetics, but also about the people who create it every day, from within.
One photoshoot – two sides of “Pelenė”
This year’s photoshoot is based on feeling rather than scenography. The creative team chose two emotional lines that reflect different ways of experiencing beauty:
The Rhythm of Softness – closeness, calmness, a natural feminine pulse. It is a visual story about connection. About women who support one another. About natural, unhurried beauty born not from the desire to impress but from personal connection, both with oneself and with others. This part of the photoshoot was created in a cozy environment, filled with warm tones, natural poses, and feminine connection.
The Rhythm of Night – courage, energy, and creative spontaneity. Here, beauty becomes movement and intuition. The late hour, natural light, and the open space above the exhibition halls familiar to the city created a metaphor: Pelenė is a place where new ideas are born every day and where beauty becomes a stage for creativity. This is the open and expressive side of Pelenė, inviting you to hear yourself differently.
The most significant shift in this year’s visual campaign – the models are three members of the LITEXPO team: Gintarė Milašiūtė, Gabija Šilaikytė, and Greta Tarimaitė. They not only pose but also actually create the exhibition, which is why this year’s visual identity breathes authenticity, human connection, and emotions that cannot be staged.
“Pelenė 2026”: three halls – three different beauty rhythms
This year, the exhibition introduces an updated structure with three clearly defined spaces:
Hall 3 – Beauty Innovation Space – for professionals, technologies, aesthetic medicine, health, and innovations.
Hall 4 – Beauty Direction – for style, creativity, accessories, perfumes, and stage expression.
Hall 5 – Beauty Creation Studio – for hands-on practice, makeup, hair, nails, and live demonstrations.
Each hall is its own experience, allowing visitors to discover their beauty rhythm, and giving brands the opportunity to meet their audience within a real and lively community.
INTERVIEW: participants’ experiences
Gintarė: “It was my first photoshoot of this kind – and it turned out to be special”
Gintarė represents Hall 3 – the Beauty Innovation Space, where beauty technologies, science, and professionals meet.
“This was my first photoshoot of this kind, and I must admit – it was a lot of fun! Everything was thoughtfully planned: makeup, wardrobe, styling, team support. I felt confident and safe. I’m grateful for this experience, and the results speak for themselves… truly wow!” says Gintarė, recalling the creative day.
About Hall 3, she adds: “I would like visitors to see it as a space where the future of beauty is shaped – a stage of innovation, science, and professionalism.”
Gabija: “When close people are around, emotions become real”
Gabija contributed not only as a model but also as a part of the creative team: “Recently, our team had a special experience – a photoshoot created for Pelenė’s visual concept. We were searching for a photographer who could capture natural beauty, movement, and individual rhythm. The atmosphere was very warm – a lot of laughter, a lot of real emotion. Because we are close, that connection is clearly visible in the photos,” she shares.
About posing together with colleagues, Gabija says: “Posing with Gintarė and Greta was easy and fun. When close people are around, emotions become real, and poses come naturally. That’s exactly why the photos are so lively and sincere.”
In the exhibition, she presents Hall 4 – Beauty Direction, dedicated to creativity, style, and stage expression.
Greta: “Beauty lies not only in front of the camera, but also behind it”
Greta represents Hall 5 – the Beauty Creation Studio, the place where looks are created, demonstrations take place, and masters share their craft.
“For me, this photoshoot was not about external beauty, dresses, or makeup. It was about support and female friendship. I felt immense support from the Pelenė team – Rugilė and Laura’s encouragement, compliments, constant inspiration. From Gintarė and Gabija, I felt warmth, closeness, community. You can clearly see that in our photos,” she shares.
In her words: “The secret of beauty lies not only in the frames but also behind them – in mutual support, emotions, warmth.”
The renewed “Pelenė” is entering a stage where beauty is understood as a manifestation of authenticity, community, and individual rhythm. This is reflected in this year’s photoshoot – it became not only a visual project but also proof of togetherness, trust, and creative courage. Exhibition Project Manager Laura Mažuknaitė concludes: “For me, beauty begins where a person discovers their rhythm – not the loud, imposed one, but the quiet inner pulse. And when that rhythm becomes visible, it becomes beautiful. This is exactly the kind of Pelenė we want to present to our visitors and participants.”
On April 10–12, the international beauty industry exhibition Pelenė will open its doors at LITEXPO in Vilnius for the 33rd time to beauty professionals and enthusiasts.
Creative team:
Concept: LITEXPO
Studio: Inlight Studio
Camera and Editing: Gabrielius Bagdonas
Lighting: Tomas Pranevičius
Photographer: Kamilė Aleksander
Assistant Photographer: Žanas Strakšys
Makeup: Martyna Sadlauskaitė
Stylist: Gabrielė Bagočiūnaitė
Wardrobe: Wardrobe Kaunas, UTA Studio