NEW YORK CITY — The inaugural edition of Beauty New York, a Cosmoprof North America event from Informa Markets, succeeded in engaging consumers in the beauty sector to create a consumer-focused addition to the company’s USA Beauty portfolio.
Aiming to be the “Fashion Week of Beauty,” the new event brings together beauty enthusiasts and consumers to meet with brands in an engaging setting.
Beauty New York was held at the World Trade Center Oculus Oct. 17-18, where attendees could meet their favorite brands, see and sample the newest products, and attend masterclasses led by industry experts and artists in a pop-up setting. A curated selection of more than 30 brands connected with thousands of consumers with interactive displays, immersive experiences and samplings.
Trade Show Executive connected with Liza Rapay, Founder of Beauty New York and Vice President, Cosmoprof North America at Informa Markets, to learn more about the event.
Leaning In on Consumers
Beauty New York is the third brand in the USA Beauty portfolio. It fits in alongside Cosmoprof North America, a leading B2B trade show in the industry, and Premiere Shows, which connects licensed professionals, salon and spa owners, and students with leading brands and educators.
“Beauty New York completes our comprehensive beauty event ecosystem by bringing consumers directly into the conversation,” Rapay said. “This strategic addition enables us to offer beauty manufacturers, retailers, supply chain partners and service providers complete access to every key audience within the beauty industry.
“Beauty New York is the third pillar of USA Beauty, and it completes the missing piece — direct consumer engagement through meaningful one-to-one interactions. This consumer-focused platform enables brands to conduct valuable market research, strengthen customer loyalty and discover new audiences. Beyond business objectives, it serves as a celebration of the industry’s remarkable impact and continuous innovation.”
Bringing a Consumer-Focused Show to Market
The planning and marketing of a consumer event required a different approach than the portfolio’s other traditional B2B events, because consumers pay their own way while most B2B attendees are company-sponsored participants.
“Consumers demand exceptional experiences that are unique, value-driven and supported by responsive customer service. They’re investing their personal time and money, making them naturally protective of both,” said Rapay. “Additionally, consumers navigate an overwhelming landscape of digital content, requiring more creative and compelling strategies to capture their attention.
“To exceed consumer expectations, we deliberately abandoned traditional trade show elements. Gone are standard booths, conventional exhibition halls and the term ‘exhibitors.’ Instead, we created immersive brand activations within an unexpected, distinctive venue — transforming the experience into a large-scale pop-up that surprises and delights attendees in ways they never anticipated.”
In terms of marketing, the team behind Beauty New York leveraged influencer culture by partnering with a small number of beauty-focused creators to craft unique and authentic content.
“Our awareness strategy included innovative grassroots initiatives, such as our collaboration with @7soulsdeep to place meaningful beauty quotes on sidewalks throughout New York City. This campaign generated organic social media buzz as people discovered and shared these inspirational messages across platforms,” Rapay said. “We amplified our reach through comprehensive digital advertising and iconic out-of-home placements, including Times Square billboards, taxicab toppers and subway advertisements, ensuring maximum visibility across the city’s diverse touchpoints.”
An Industry-Exclusive Opening Night
While Beauty New York was a consumer event, it kicked off with the Beauty New York Impact Awards and Launch Party, an industry-exclusive event for executives, founders and other influential industry players. The awards ceremony and party welcomed 350 attendees and celebrated those driving the beauty industry forward — a key pillar of the overall event’s objective.
“Our industry-exclusive opening reflects our deep commitment to serving the beauty community we’re passionate about, and it is meant to inspire and celebrate the industry. Beauty New York can only thrive with the backing of our industry colleagues — they are the foundation of our success and our purpose,” Rapay said. “This industry-first approach allows us to launch the week with tremendous energy, honoring both the beauty industry’s remarkable journey and its promising future while fostering essential networking opportunities.
“Following this industry celebration, consumers join as our welcomed ‘guests at the table’ for the remainder of the week. This strategic sequencing ensures our industry partners feel valued and central to our mission while creating an authentic, inclusive environment where consumers can engage meaningfully with the brands and innovations that shape their beauty experiences.”
Enhancements Planned for Beauty New York
While the team maintained a smaller scale event for the inaugural year to prioritize proof of concept and ensure exceptional experiences for participants, the team is ready to enhance the show in future editions.
“Moving forward, our growth strategy centers on enhancement rather than reduction — we’re committed to adding value and opportunities rather than scaling back,” said Rapay. “This additive philosophy ensures we build upon our successes while maintaining the quality standards that define Beauty New York.
“Of course, continuous refinement remains essential to our evolution. Key areas for optimization include our ticketing structure and session-based access model, which we’ll enhance based on learnings from year one to better serve both audience segments.
This measured approach to growth ensures we expand thoughtfully, maintaining the intimate, high-quality experience that sets Beauty New York apart while scaling to meet increasing demand from both consumers and industry partners.”
Looking to 2026
Specifics for the 2024 edition haven’t been announced yet, but the team is ready to build on the inaugural show’s success.
“The continued buzz and overwhelmingly positive response from our customers across social media and press coverage post-event has been truly energizing,” Rapay said. “Beauty New York has successfully established its dedicated place on the beauty industry calendar, proving the viability of our distinctive consumer-focused approach driven by industry innovation. The enthusiasm is palpable — participating brands are already expressing excitement about returning, while those who missed this year are eager to secure their place for the next edition.”
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