BEAUTY Cosmoprof North America isn’t just big, reports Jody Miller. If it is going to happen in the future, it’s here
Photographed by Vanessa Stump and the author
Jody Miller is a correspondent for Lucire.
As the largest B2B beauty industry trade show in the world, to say Cosmoprof North America is a bit daunting is an understatement. This is not just in reference to numbers, though the numbers are impressive. Over 40,000 attendees, 1,415 exhibitors representing 56 countries, and a show floor space of 29,520 m² are some striking statistics.
In brief, if it is happening in the beauty industry, it’s here. If you have anything to do with the beauty biz, you also had to be here.
It’s not merely exhibitors displaying products to potential buyers. It goes far beyond workshops and seminars (and there are lots of them). There are live YouTube feeds with top influencers, opportunities to meet with online publications, live auditions for QVC, HSN, Zulily, and more. A production company was on hand to broadcast to over 100 local television stations. Conferences were staged by Facebook and Pinterest, along with opportunities to meet important players with the Columbia School of Business, L’Oréal, Estée Lauder, and Barnes & Noble.
There was also an impressive cadre of extras: an entrepreneur academy, manufacturers and packaging companies and designers; interactive technology areas; as well as a Glamour Academy. Even Paris Hilton was on hand for a meet-and-greet to promote her new skin care line. The whole experience was the epitome of cool, figuratively and literally, in air-conditioned confines of the Las Vegas Mandalay Bay Convention Center, where the unforgiving July midday mercury climbed above 43°C.
Standing out from the crowd
The sheer number of exhibitors and new products is positively prodigious. While we wish we could give a mention to everyone, there were quite a number of standouts to look out for on your next cosmetic haul.
For those who love gel manicures but not the UV exposure, ManiGlovz protects hands from those damaging rays. And if you love the sultry cat eyeliner look but dislike the smudginess or just can’t seem to get it right, then Bijoux de Pele is the answer. Tattoo Remov88 is the non-invasive solution to the tattoo you wish you never had. And the Macbeth Collection by Margaret Josephs has all the handy tools necessary for beauty divas whose storage space is smaller than their make-up collection. For women on the go, Sweat Cosmetics are portable, long-lasting, and as the moniker implies, sweat-proof.
Smoothing products are always in abundance at trade shows. This time, however, hair-thickening solutions were surprisingly visible. These included the Omm Hair Thickening System, DabaHair System Kit, and Groh.
Refresh or instantly change the tone of your hair colour vegan-style with Infuse My Color Wash. For the little ones, Little Green's Super Detangling Duo makes hair styling time fun and free of tears. Dry Texture Spray from Ecru gives volume and definition in a convenient aerosol spray.
Watch out, there are nutrients in that venom! At least according to Italian brand Eyra Cosmetics: Blue Venom, an anti-ageing powerhouse that doesn’t sting while it lifts and tightens. Firm and detoxify with the Charcoal Magnet Mask from Biovene Barcelona, or get glowing with For Beloved One Flawless Brightening Bio-Cellulose Mask that targets skin prone to sallowness and spots. K-beauty powerhouse DewyTree’s Camelia Extract Mask is a secret to youthfully supple skin. And yes, red carpet-ready skin can be obtained at home without lasers with the help of CO2Lift Carboxy Therapy Treatment Mask.
Mother Nature’s little helpers
O’o Hawaii made its début here at Cosmoprof. Their Brilliant Feather Beauty Balm is packed with island nutrients for ultra-soft skin. Also from the island paradise is flower-fuelled Mālie Organics Botany Beauty Skincare Collection. Purvari Rose Petal Mist is a luxury hydrating mist of steam-distilled roses to deliver antioxidants to face and body. Marin Bee Company Detox Mask and Hey, Honey’s Honey and Copper Mask are infused with the potency of bee pollen to revive and rejuvenate.
Why not make your own fruit masks at home with Beauty Ora Maskerade Duet Facial Steamer and Organic Mask Maker? If that is too much work, Korea’s Botanic Farm is an affordably fun yet organic line of plant-based skin care.
Restoresea is a first all-natural, medical-grade skin care line sourced from a proprietary sea-based enzyme. Suntegrity is an award-winning line of non-toxic sun care of the highest quality ingredients without compromising on UV protection.
Go raw or go home. Raw Mascara by Earthlab Cosmetics is a entirely raw vegan mascara, while Teadora Beauty’s Amazon ingredient-infused skin and hair care is vegan and gluten-free. And you can never have too much of anything from the south of France, which is why Mademoiselle Provence was a big hit with everyone. •
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