One of the most popular professional programmes of the Hungarian Fashion & Design Agency, the HFDA Academy, continues its activities after more than 50 successful episodes, with extended content, under the new name Creative Academy. The new format facilitates a more comprehensive professional dialogue, aiming to cover a broader range of the creative industry beyond fashion and design, reflecting on the most current issues and trends affecting these sectors. The first updated episode will focus on the beauty industry and the impact of the anti-ageing cult.

The discussion series is relaunched with a new name while retaining the spirit of earlier, successful editions, featuring renowned industry experts and offering an even wider professional perspective. The goal of the transformation is for the Creative Academy to serve as a platform that offers inspiring dialogues not only for those working in fashion and product design but also for professionals in other creative industries, such as beauty and game design, as well as for those interested in these fields. The live roundtable discussions also provide participants with the opportunity to directly ask questions to the invited experts.

Varied Programmes, More Than 50 Episodes

So far, the series has contributed to professional knowledge-sharing through three subprogrammes, bringing together key players of the industry in nearly 50 episodes. Under the HFDA Academy: Fashion Flash, current issues in the fashion industry, such as sustainability, domestic and international career opportunities, and digitalisation were addressed. The episodes of HFDA Academy: Design Dialog featured renowned Hungarian experts, manufacturers, and creators discussing the present and future of product design and design culture. In response to the impacts of the pandemic, the HFDA Academy: New View episodes offered professional support to industry businesses through content addressing the new economic challenges.

New Directions and the First Event: Focusing on the Beauty Industry

The first discussion in the new format addresses one of the most current topics in the beauty industry under the title Young Skin, Big Decisions: The Anti-Aging Cult.

The modern beauty industry places an increasing emphasis on treatments and products promising a youthful look. The members of Gen Z and Alpha are starting to use retinol, exfoliants, and other anti-ageing ingredients even before their twenties, while aesthetic treatments are also becoming increasingly popular among them. The roundtable discussion will explore this questions: how social media trends shape young people’s skincare routines, the responsibility of the beauty industry, and how this affects body image and self-esteem.

How did the market of anti-ageing products become one of the main targets of young consumers?
What impact does starting the use of exfoliants or retinol too early have on our self-image and skin?
What is a healthy daily beauty routine?
What responsibility do brands and experts have in creating conscious skincare routines?

The discussion will take place live at the Hungarian Fashion & Design Agency building and will later be available for replay on the HFDA YouTube and Spotify channels.

Date: 2 April 2025, 6 PM
Venue: Hungarian Fashion & Design Agency, 1126 Budapest, Istenhegyi Street 18.

Participants of the roundtable discussion:

Bettina Juhász – co-founder and psychologist of the Deep Breath Project

Bettina Juhász, the founding psychologist of the Deep Breath Project, views it as her mission to make the conversation about mental health accessible and understandable to everyone. Her goal is to ensure that self-awareness is not just a dry theory, but a personalised and emotionally engaging experience. The Deep Breath Project provides support through humour and pop culture references for those in need of help in their daily lives. Through her work, she builds a bridge between the professional world of psychology and everyday experiences, making mental health more accessible to all.

Anna Török – professional make-up artist and content creator

Anna Török, the visionary behind the Makeup Airline beauty community and its expert makeup artist, believes that makeup is not merely an aesthetic tool but a form of self-expression. She considers it her mission to help everyone find their own style and confidence in makeup – whether they are beginners or advanced users. Her goal is to inspire and educate her community by sharing practical knowledge and useful tips from the worlds of makeup and skincare.

Szilvia Szládek – marketing director, Helia-D

As the marketing director, Szilvia Szládek is responsible for the marketing activities of the Helia-D and Nora Beauty brands. Helia-D is the best-known Hungarian cosmetic brand in facial care. The more than 40-year-old brand’s product development and manufacturing also take place in Hungary. In recent years, the brand has undergone a complete renewal, and it is now not only known for its anti-ageing products but also offers skincare routines for young people, continuously expanding its product range. Through market research, the brand regularly studies the purchasing and skincare habits of Hungarian women.

Moderator: István Murányi – Secretary General at Hungarian Cosmetic and Home Care Association (KOZMOS)

István Murányi, a chemist and economist, has represented the Hungarian cosmetics and household chemical industry since 1995 as the Secretary General of KOZMOS. He began his career as a cosmetics developer and has since participated in numerous technical, legal, and communication projects related to the industry and the chemical sector, both at the national and European Union levels. As a chemical industry expert, he has also worked on behalf of the EU Commission in non-EU countries.

The total duration of the programme is approximately 50-60 minutes.

The event is free but requires registration due to the limited number of places. You can register by compiling the following form by the 1st of April, midnight:

REGISTRATION

The Creative Academy aims to provide a professional forum while also building a community for both those working in the creative industry and those interested in it. Join the first conversation and learn about the newest trends in the beauty industry.

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