NEW YORK CITY — Questex will combine the International Beauty Show and International Esthetics, Cosmetics & Spa Conference to form one unified community: Be+Well | Beauty and Wellness Show.
This new event will debut at Javits Center March 8-10, 2026.
Andrew Warrick, Trade Show Executive’s (TSE) Senior Digital Editor, checked in with numerous Questex leaders to learn about this move and the organizer’s broader portfolio optimization strategy.
ANDREW: What inspired the decision to unite these two events?
JESS TYLER, CEM, QUESTEX’S WELLNESS MARKET LEADER & VICE PRESIDENT: For many years, International Beauty Show and International Esthetics, Cosmetics & Spa Conference have operated side-by-side and the lines between beauty and spa have increasingly become blurred; Salons and spas continue to evolve into full-body wellness destinations.
Uniting these two powerhouse brands allows us to better serve the rapidly-growing wellness industry with a more holistic approach.
ANDREW: How is Questex ensuring that this integration will be successful?
PAUL MILLER, FCIM, QUESTEX’s CEO: This move allows Questex to expand into the fast-growing wellness market, which is massive and continues to accelerate.
By uniting beauty, spa and wellness, on the foundation of two very successful events, Questex is creating a more holistic offering for professionals and brands — one that reflects how these industries are converging.
With Jess Tyler and her team at the helm, Questex has the leadership in place to execute this vision. They are already delivering significant results and momentum, demonstrating that the strategy is not only sound but also effective in practice.
Be+Well | Beauty and Wellness Show isn’t just a rebrand — it’s a strategic expansion.
It strengthens Questex’s positioning in high-growth wellness verticals, opens new partnership opportunities, new customers and new attendees, and ensures the continued success of International Esthetics, Cosmetics & Spa Conference and International Beauty Show as well as innovation across events and experiences.
Wellness doesn’t stand alone — it naturally connects to Fierce Healthcare. That synergy lets us share insights, audiences and solutions across both markets, creating powerful cross-company growth.
Related. Communication, Authenticity and Adaptability: A Career Q&A with Questex CEO Paul Miller
ANDREW: How is Questex informing event participants about this change?
JESS: Be+Well Media and Events launched to the public on Sept. 17, 2025, via www.BeWellMediaandEvents.com. We’ve received an overwhelmingly positive response from the market, citing their approval and appreciation for evolving with the industry to better serve their needs.
Returning attendees will still receive the same top-tier technical and business education they’ve come to expect from International Beauty Show and International Esthetics, Cosmetics & Spa Conference, while new attendees will find a robust program and show floor that reflects the emerging wellness industry.
The inaugural Be+Well | Beauty and Wellness Show will take place at Javits Center in New York City March 8-10, 2026.
ANDREW: What makes the International Beauty Show and International Esthetics, Cosmetics & Spa Conference compatible?
JESS: Both the International Beauty Show and the International Esthetics, Cosmetics & Spa Conference serve the licensed professional. Be+Well | Beauty and Wellness Show embraces cosmetologists and salon and spa owners while recognizing that the industry is evolving into a broader wellness movement.
Often the products and services offered in a salon overlap with that of a spa and vice versa. Fitness clubs are adding spa services, spas are adding beauty products and salons now offer a spa-like experience.
It’s a growing ecosystem serving consumers that are more invested in their overall wellbeing than ever before. It’s a unique opportunity to offer a one-stop shop for professionals assisting and guiding their clients in this powerful transformation.
ANDREW: How does this change fit into Questex’s portfolio optimization strategy?
KATE SPELLMAN, CHIEF COMMERCIAL OFFICER AT QUESTEX: This change fits Questex’s portfolio optimization strategy by focusing resources on high-growth markets, deepening adjacencies, expanding monetization opportunities and strengthening the company’s position in wellness — one of the most attractive verticals in its portfolio.
Questex has been streamlining its portfolio around markets with clear growth and engagement potential (a recent example being Fierce Pharma Week combining four events into one, achieving higher revenue and higher margin).
Related. Questex Announces Three New Life Sciences Events for 2025
ANDREW: Do you anticipate combining other events in a similar fashion?
RHIANNON JAMES, QUESTEX’S GROUP PRESIDENT, WELLNESS, LIFE SCIENCES & HEALTHCARE AND TECHNOLOGY: Our Be+Well |Beauty and Wellness Show announcement follows another monumental portfolio approach within Questex.
In October 2024, we announced a new direction for our life sciences events. This included consolidating several events into six robust events uniting diverse life sciences professionals — spanning marketing, medical affairs, commercial, communications, R&D and clinical sectors. One of the six events is Fierce Pharma Week.
This strategy of combing communities into larger events has already been successful for us in 2025, which has led to double-digit growth in revenues and significant increases in attendee volumes to our Pharma events as a result.
ANDREW: What else can you share about Questex’s portfolio optimization strategy?
PAUL: Questex focuses its portfolio on high-growth, tailwind markets. The company filters opportunities carefully to align with sectors that show strong secular momentum.
The optimization process is not just about growth but about efficiency: reorganizing business units to align related verticals, expanding selectively into high-demand geographies and refining event formats. In short, Questex’s portfolio strategy is to:
- Filter into sectors and geographies with strong tailwinds.
- Layer scalable capabilities such as data, technology and smarter event formats.
- Optimize acquisitions and assets quickly through repeatable playbooks that deliver measurable results.
This structured approach allows Questex to continually refine and rebalance its portfolio, ensuring both resilience and growth in the fast-changing markets it serves.
ANDREW: How will the new Neighborhoods for Be+Well drive success?
JESS: Be+Well | Beauty and Wellness Show offers a streamlined experience for the beauty, spa and fitness professional. With such a robust marketplace, it was critical that Be+Well | Beauty and Wellness Show provides a journey for our buyers and sellers that is easy to navigate and engage with their community.
The new layout will feature Neighborhoods where unique communities within wellness can gather and do business: Hair & Salon Essentials, Spa & Wellness, Nails, Cosmetics, & Lashes, Business District, Retail Zone and the NEW! TechZone.
ANDREW: Is there anything else you would like to add for our coverage?
JESS: This fresh take on two iconic brands will expand beauty and spa offerings, while adding fitness/wellness exhibitors and education on topics that have rapidly been merging into beauty and spa spaces.
Those include, among others: sleep health, recovery, tech and wearable devices, nutrition and supplements, wellness tourism and longevity.
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