Where beauty meets health and movement
On August 30, 2024, a landmark event for the beauty and wellness industry took place in Almaty – Siyai Fest, organized by Ethel Distribution for the Paula’s Choice brand. As the first festival of its scale in the CIS, it became not just a celebration but a powerful platform for promoting a holistic approach to health, self-care, and an active lifestyle.
The festival’s core idea was to promote physical and mental well-being through fitness, skincare, and self-care. The inspiration behind the concept was the Vitamin C skincare line, symbolizing energy and health. Our goal was to communicate that true radiance starts from within—through movement, nutrition, skincare, and inner balance.
Key Numbers That Speak for Themselves: Over 1,000 attendees participated in the event, more than 20 brand partners took part, over five media outlets covered the festival, and 25+ influencers shared their experiences online.