NEW YORK CITY — In mid-October of this year, USA Beauty, LLC, will launch Beauty New York, bringing together retailers, brands and consumers for a four-day event where the phrase “everything beauty under one cultural roof,” will come to life.
Founded by Liza Rapay, Vice President of Cosmoprof North America, Beauty New York has been years in the making and exists to drive the beauty industry forward by fostering innovation, collaboration, inspiration and meaningful connections.
“We’re bringing together brands, retailers, industry leaders, to shape the future of beauty while keeping consumer at the heart of it all — delighting, inspiring and engaging them in a way that transforms beauty from product to experience,” Rapay said. “The goal for this is to be the beauty industry’s version of Fashion Week.”
Intentional Founding
Rapay says that Beauty New York is not another trade show, instead it’s a mix of the experience and the executives, emerging founders, cultural leaders and real consumers.
“We want to have that discovery, storytelling and strategic partnerships to create an ecosystem where creativity thrives and businesses grow,” Rapay said. “In terms of our vision statement, we wanted to redefine the beauty landscape by creating the most dynamic and consumer-connected industry event in the world. It isn’t just a platform, it’s a movement that’s designed to push boundaries, ignite conversations, and propel the industry into the future. We’re bridging the gap between brands, retailers and consumers. We’re setting the stage for more impact in ensuring that beauty remains an ever-evolving force of nature, culture and self-expression. Inclusivity is the foundation for all of this.”
Keeping Consumers Top-of-Mind
While the first two days of the event feature the Beauty New York Gala, an industry-only gala event, and the Voices and Visionaries Forum, a thought leadership forum, on the last two days of the event, brands will have the chance to interact with consumers directly through the Beauty New York Experience.
Related. USA Beauty LLC to Launch Beauty New York Event
“It’s not about splitting the audience, but it’s about designing intentional touchpoints where both sides of the beauty conversation can interact and inspire one another,” Rapay said. “That’s why there is a separation where the industry is [at black-tie gala and a thought leadership form] and where the consumers will be having the engagement.
“If you’re a CEO, you can attend the forum at the beginning of the event, then you can walk into these brand experiences and see consumers reacting and shaping trends in real time. That’s the kind of energy we’re trying to curate, and by bringing the entire ecosystem together under one cultural roof, we’re creating something that has never existed at this scale before.”
Another aspect of this blend of business and consumers is that masterclasses for consumers will have two pillars.
“One is artistry, like the makeup artists, and the other pillar is where we pull back the curtain to help the next generation of leaders,” Rapay said. “Think of it as a masterclass for careers in beauty. We will partner with brands to fuel continuously the growth of the industry. And we’re also talking with retailers to get them involved too because it really is inclusive of the ecosystem of the industry.”
Strategic Location and Dates
New York City has long been a hub of industry and innovation, and the concrete jungle isn’t just another market — it’s the birthplace of the beauty industry in the U.S. According to Circana, New York City contributed $8.3 billion of beauty industry sales in 2024.
“The cool thing about New York City is that it’s small when compared to the overall U.S. market, but it grew 5% in 2024, outpacing the national growth rate of 3%. That tells us that New York isn’t just iconic, it also outperforms and is a very important beauty market,” Rapay said. “This underscores the role of New York City as a trendsetter and the hub for consumer engagement.”
With the event taking place October 15-18, Beauty New York will come on the heels of the last fall fashion week in Paris (Sept. 29-Oct. 7) when leaders, influencers and media are back, and just as the holiday selling season begins.
“New York City being arguably the most diverse, culturally rich and globally influential market gives us the unique opportunity to create something that truly reflects the world we live in,” Rapay said. “New York is a city where global beauty trends and standards are both challenged and redefined daily, and launching here allows us to tap directly into this dynamic ecosystem. … We’re honoring the city’s legacy while creating a bold new chapter for the future of beauty.”
Exciting Venue
The first two days of the event include a black-tie gala and leaders forum for industry leaders. These events will take place at the Hall des Lumières, an immersive state-of-the-art event venue where history meets innovation. With three projection spaces for custom-curated experiences, the former bank has been transformed into a cultural destination, a fitting spot for a culturally relevant beauty industry event.
Stay tuned to TSE for more information about Beauty New York’s venue announcements.
USA Beauty, LLC, is a joint venture between Informa Markets, Bologna Fiere and the Professional Beauty Association.
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