Where Olympia Beauty does stand out is in the nail competition called Nailympia. 900+ contestants from 40+ countries, excellent international judges - outstanding standard. As others have said, the UK is dominated mostly by US brands. The International Beauty show in Dusseldorf might be more interesting - this is dominated by German brands and has multiple halls to all aspects of beauty. Alternatively visit Cosmoprof in Bologna to see some Italian flair, 30+ halls, and take trips to Florence and Venice
Like in the US, most European brands private label. Whereas in the US, it is mainly from two US factories, in Europe it is a mixture of those and factories in Germany. Real innovation is rare. It exists but not easy to identify at a trade show in a day.