Salon marketing

Sep 27, 2023

27 Must-Attend Beauty Expos in 2024 + Tips to Maximize Them

Discover the top beauty expos worldwide and learn everything from networking tips to maximizing your time and post-expo strategies.

Salon expos
Salon expos


In the vibrant world of beauty, staying updated is not just a choice—it's a necessity. Beauty expos have emerged as the epicenters of innovation, education, and connection for everyone in the industry. Whether you're a seasoned salon owner, an up-and-coming stylist, or a brand looking to make its mark, these events provide a golden opportunity to immerse oneself in the latest trends, techniques, and tools. But with so many events happening worldwide, how do you make the most of them? And which ones should you prioritize attending? Dive into this guide to understand the significance of beauty expos, the myriad benefits they offer, and a spotlight on some of the top events that every beauty aficionado should have on their radar. Welcome to your gateway into the pulsating heart of the beauty industry.

Why Attend a Beauty Expo?

Beauty expos are more than just grand events with a plethora of beauty products on display. They are transformative experiences that can propel any beauty professional or business towards growth and success. If you're still on the fence about attending, here are compelling reasons why making that decision could be a game-changer for you:

  1. Networking Opportunities: One of the primary advantages of attending such expos is the chance to meet and connect with industry leaders, peers, and innovators. These interactions can lead to potential collaborations, business partnerships, or even mentorship opportunities that can drive personal and professional growth.

  2. Education and Skill Enhancement: Many beauty expos host workshops, seminars, and demonstrations where seasoned experts share their knowledge. By attending, you get firsthand insight into the latest trends, techniques, and best practices, ensuring that you're always a step ahead in your craft.

  3. Discover Innovations: The beauty industry is ever-evolving, with new products, equipment, and technologies launching regularly. At beauty expos, brands showcase their latest offerings, giving attendees a chance to explore and test them out before they hit the mainstream market.

  4. Business Growth and Strategy: Beyond beauty, these events often delve into the business side of running a salon or spa. From marketing strategies to customer retention tips, there's a wealth of information available to help you amplify your business's success. Speaking of strategies, incorporating effective salon promotions can also make a massive difference in attracting and retaining customers. For some fresh promotion ideas, check out this insightful article on salon promotion ideas.

  5. Cultural Exposure: Given that many of these expos are international, they present a unique opportunity to witness and absorb global beauty trends and practices. Such exposure can inspire you to introduce diverse and inclusive services and products in your own salon.

  6. Inspiration and Motivation: Being surrounded by passionate professionals, stunning product displays, and live transformations can reignite your passion for the industry. It serves as a reminder of why you ventured into the beauty world and can motivate you to set and achieve higher goals.

In essence, attending a beauty expo is an investment. An investment in your skills, your business, and your passion. It's about positioning yourself in a space that challenges you to evolve, innovate, and thrive in the beauty ecosystem.

How to Prepare for a Beauty Expo

Attending a beauty expo can be both exciting and overwhelming. To ensure you make the most of the experience, preparation is key. Here’s a step-by-step guide to help you get ready for the big event:

  1. Set Clear Objectives:

    • Before anything else, clarify what you want to achieve from the expo. Whether it's discovering new products, networking, or attending workshops, having clear goals will guide your decisions throughout the event.

  2. Research the Expo:

    • Familiarize yourself with the event’s schedule, list of exhibitors, keynote speakers, and workshop topics.

    • Prioritize which booths and sessions are a must-visit based on your objectives.

  3. Pre-Register:

    • Many expos offer discounts or special privileges for early registration. This can also save you time on the day, helping you bypass long entry queues.

  4. Plan Your Itinerary:

    • Create a tentative schedule for each day, but ensure there's some flexibility. Expos can be unpredictable, and you might discover something unplanned and worthwhile.

  5. Pack Essentials:

    • Business Cards: Essential for networking.

    • Notebook & Pen: For jotting down important points during sessions or when networking.

    • Comfortable Shoes: You'll likely be on your feet most of the day.

    • Reusable Water Bottle: Stay hydrated!

    • Tote or Backpack: To carry brochures, samples, and other materials you'll collect.

    • Portable Charger: Ensure your phone or tablet stays charged.

    • Snacks: For opaque you need a quick energy boost.

  6. Perfect Your Elevator Pitch:

    • Be ready to introduce yourself and your business succinctly and effectively. This will come in handy during networking sessions.

  7. Connect Before the Expo:

    • Some expos have dedicated apps or online platforms where attendees can connect before the event. Joining these can help you pre-plan meet-ups or get to know some of the participants.

  8. Brush Up on Current Trends:

    • Being knowledgeable about current industry trends will make your conversations more engaging and meaningful.

  9. Budget Accordingly:

    • If you're planning to make purchases or investments during the expo, set a budget. This will help you make informed decisions and prevent impulse buying.

  10. Rest Well the Night Before:

    • A fresh mind and body will help you absorb more, network effectively, and enjoy the expo to the fullest.

  11. Stay Updated:

    • Follow the expo’s official website or social media channels for any last-minute updates or changes to the schedule.

By adequately preparing for the expo, you'll be in a prime position to leverage all the opportunities it offers. Remember, the goal is not just to attend but to make the experience enriching and beneficial for your professional growth and business.

Maximizing Your Time at the Expo

A beauty expo can be a whirlwind of activity, with countless booths to visit, workshops to attend, and potential contacts to meet. Making the most out of every moment is crucial to ensure a successful and productive experience. Here's how you can optimize your time:

  1. Stick to Your Schedule, But Stay Flexible:

    • While it's essential to adhere to the itinerary you've prepared, be open to serendipitous events—a chance meeting, an unexpectedly fascinating workshop, or a demonstration that catches your eye.

  2. Prioritize Key Sessions and Booths:

    • With so many attractions, it's easy to get sidetracked. Start with the booths and sessions that align most closely with your objectives; Perhaps the Noona Booth ;)

  3. Engage Actively in Conversations:

    • Don't just be a passive listener. Engage with exhibitors, ask questions, and initiate discussions. The more you interact, the more value you'll extract from each encounter.

  4. Limit Your Time at Each Booth:

    • While it's essential to be thorough, lingering too long at one booth can reduce the time you have for others. Set a mental timer for each visit, ensuring you cover more ground.

  5. Take Short, Regular Breaks:

    • It's a marathon, not a sprint. Take short breaks to hydrate, eat, and rest your feet. This will keep you refreshed and attentive throughout the day.

  6. Make Notes On-The-Go:

    • After each significant conversation or session, jot down the key takeaways. This will help in retaining important information and make post-expo follow-ups more effective.

  7. Network During Downtimes:

    • Lunch breaks or gaps between sessions are excellent opportunities for networking. Instead of sitting alone or staying glued to your phone, strike up a conversation with a fellow attendee.

  8. Seek Out Live Demonstrations:

    • Product or technique demos offer a hands-on understanding that brochures or discussions might not provide. They also allow you to ask real-time questions based on what you observe.

  9. Use Technology:

    • Use the expo's official app or digital platform, if available, to stay updated with live schedules, maps, or any last-minute changes.

  10. Avoid Peak Times for Popular Booths:

    • If there's a booth you know will be crowded, try visiting it during typically quieter times, like the start of the day or during concurrent popular sessions.

  11. Set Aside Time for Recap:

    • Dedicate the last 20-30 minutes of your day to go over your notes, organize collected materials, and list out people you'd want to follow up with.

  12. Stay Open to New Discoveries:

    • Part of the expo experience is stumbling upon unexpected gems—be it a new product, an emerging brand, or an innovative technique. Be open to exploring beyond your set agenda.

Remember, while it's essential to be methodical and planned, some of the best expo experiences come from unplanned moments. Striking a balance between structure and spontaneity can truly help you maximize your time and returns from the expo.

Networking Tips for a Successful Beauty Expo Experience

Networking is a cornerstone of any expo experience. It's not just about collecting business cards, but building meaningful, lasting relationships that can elevate your professional journey. To navigate the vast sea of attendees and make genuine connections, consider these essential networking tips:

  1. Setting Goals:

    • Quantify Your Connections: Instead of taking a scattergun approach, decide on a target number of new contacts you want to make. This makes your networking more purposeful and less overwhelming.

    • Quality Over Quantity: Remember, it's better to have 5 meaningful conversations than 15 rushed ones. Go for depth and genuine interest.

  2. Craft a Stellar Elevator Pitch:

    • Be Concise: Your pitch should be no longer than 20-30 seconds, capturing the essence of your business.

    • Stay Authentic: Avoid using jargon or being overly salesy. People connect with authenticity.

    • Clarify Your Intent: Clearly mention what you're seeking, be it partnerships, suppliers, or insight.

  3. Ask Open-ended Questions:

    • Encourage Sharing: Questions like "What brings you to this expo?" or "What's the latest trend you're excited about?" can kickstart a conversation.

    • Listen Actively: It's not just about asking; it's about genuinely listening to the answers. This builds trust and shows your interest.

    • Build Bridges: Use the insights from these conversations to find mutual interests or collaboration points.

  4. Follow Up – The Key to Long-term Relationships:

    • Timeliness Matters: Aim to reach out within 48 hours after the expo. This keeps the conversation fresh and shows your keenness.

    • Personalize Your Messages: Reference specific points from your conversation to make your follow-up more personal and memorable.

    • Diversify Your Platforms: While emails are standard, connecting on LinkedIn or other relevant social media platforms can foster a more continuous relationship.

    • Provide Value: Instead of just asking for something, share something valuable in your follow-up, like an interesting article or a mutual contact.

Networking is an art, and like any skill, it gets better with practice. By setting clear goals, presenting yourself effectively, engaging in meaningful conversations, and ensuring consistent follow-ups, you can transform fleeting expo interactions into enduring professional alliances.

Explore New Trends and Products

Beauty expos serve as a crucible for innovation, bringing together the brightest minds and the latest offerings in the beauty industry. As you navigate the bustling aisles and attend insightful sessions, keep a keen eye out for these forefront trends and products that are redefining the world of beauty:

  1. The Rise of Sustainable and Eco-friendly Products:

    • Green Beauty: More brands are emphasizing natural, organic, and cruelty-free ingredients, moving away from synthetics and harmful chemicals.

    • Eco Packaging: The focus is shifting towards recyclable, biodegradable, and minimalistic packaging, reducing the environmental footprint.

    • Holistic Approaches: Beyond products, salons are adopting sustainable practices in their operations, from energy-saving equipment to waste reduction initiatives.

  2. Advances in Beauty Tech and Tools:

    • Smart Devices: From AI-powered skin analysis devices to smart hairbrushes that provide feedback on hair health, tech is revolutionizing beauty routines.

    • Virtual and Augmented Reality: Virtual try-ons and augmented reality mirrors are becoming popular in helping clients visualize treatments or makeup looks before commitment.

    • Personalization Tech: Devices that provide bespoke skincare recommendations or custom-blended products based on individual skin types or concerns are on the rise.

  3. Emerging Techniques and Treatments:

    • Innovative Hair Treatments: Techniques like balayage, hair botox, and bond-building treatments are transforming hair care.

    • Skin Deep: Non-invasive skin treatments such as microcurrent facials, dermaplaning, and oxygen therapies are gaining traction.

    • Wellness Integration: Treatments focusing on overall well-being, like CBD-infused facials or crystal-infused skincare, highlight the convergence of beauty and wellness.

  4. The Influence of Global Beauty Trends:

    • K-Beauty and Beyond: The wave of Korean beauty trends, from sheet masks to glass skin, continues to influence global beauty routines.

    • Diverse Beauty Standards: With a global perspective, there's an appreciation of diverse beauty standards and practices, from the Indian Ayurvedic routines to African Shea butter treatments.

    • Cross-cultural Collaborations: Brands and experts from different regions are collaborating, leading to a fusion of techniques and products that cater to a global audience.

As the beauty industry evolves, staying updated with these trends ensures you remain at the cutting edge, offering your clients the very best and positioning your business for future success. Dive into these trends at the expo, experiment, ask questions, and envision how they can be integrated into your offerings for a modern and holistic beauty experience.

Post-Expo Strategies: Harnessing the Momentum

Attending a beauty expo is a thrilling experience filled with learning, networking, and discovery. However, the true value of the expo is realized in how you capitalize on it afterward. Implementing robust post-expo strategies ensures that the time, effort, and resources spent translate into tangible benefits. Here's a roadmap to harness the momentum and make the most of your expo experience:

  1. Organize and Review Collected Materials:

    • Sort through the brochures, product samples, and business cards you've gathered. Categorize them based on relevance and priority.

    • Highlight products or services that align with your business needs and goals.

  2. Document Key Takeaways:

    • Reflect on your notes and jot down the most impactful learnings, be it new techniques, industry insights, or market trends.

    • Consider how these can be incorporated into your business or professional growth.

  3. Follow Up on Connections:

    • Prioritize the contacts you made and draft personalized messages for follow-up. Refer back to your conversations to make these messages resonate.

    • Connect on LinkedIn or other relevant platforms to nurture these relationships further.

  4. Implement Learned Techniques and Trends:

    • If you discovered new techniques, consider training sessions or workshops for your staff.

    • Experiment with product samples in your salon or spa and gather feedback to decide on larger orders.

  5. Assess and Revisit Goals:

    • Evaluate if you met the objectives you set before attending the expo.

    • If certain goals weren't achieved, consider why and how you can address them in future events.

  6. Provide Feedback:

    • Many expos actively seek feedback to enhance their future events. Share your thoughts, positive or constructive, to contribute to an improved experience for all attendees.

  7. Budget Analysis:

    • Review your expenditures during the expo against the budget you set. This will help you understand your spending habits and prepare better for future events.

  8. Plan for the Next Expo:

    • Based on your experience, make a list of things you'd do differently next time.

    • Start scouting for upcoming expos that align with your interests and business needs.

  9. Share Knowledge with Your Team:

    • Conduct a team meeting to share your expo experiences, insights, and learnings. This ensures collective growth and alignment.

    • Discuss potential changes or implementations that could benefit the business.

  10. Stay Engaged:

    • Join online communities or forums related to the expo. These platforms often continue discussions, share updates, and provide additional resources post-event.

By adopting a proactive post-expo approach, you can transform the event's temporary buzz into lasting growth opportunities. The insights gained and connections made can catalyze positive changes, ensuring you remain at the forefront of the ever-evolving beauty industry.

The Top Beauty Expos Worldwide

In the constantly evolving world of beauty and salon services, expos play a crucial role in shaping industry trends, providing education, and fostering connections. Whether you're a seasoned salon owner, a budding beautician, or a brand representative, these expos offer insights, innovations, and networking opportunities. Here's a curated list of some of the most influential beauty expos around the world, segmented by region:

North America:

  1. International Beauty Show (IBS) New York, USA - This long-standing event is renowned for its vast array of brands and its educational workshops, making it a must-visit for professionals across the board.

  2. Premiere Orlando, USA - With its diverse educational program and wide range of exhibitors, it's one of the most anticipated events in the beauty calendar.

  3. Cosmoprof North America, USA - Taking place in Las Vegas, this expo stands out for its showcase of innovative beauty products and its networking opportunities with industry leaders.

  4. Americas Beauty Show, USA - Hosted in Chicago, this expo is rich in history and offers insights into the latest trends, products, and tools in the beauty industry.

  5. International Beauty Show (IBS) Las Vegas, USA - Besides its focus on beauty products and tools, it's also renowned for its extensive educational sessions.

  6. Beautycon, USA - Typically hosted in major cities like Los Angeles and New York, Beautycon is not just an expo but a beauty festival, drawing a younger, trendy crowd interested in the latest beauty and lifestyle products.

  7. BeyondBeauty Americas – Miami Beach, USA - A newer addition to the list, this expo focuses on the entire beauty supply chain, from raw materials to finished products.

  8. Professional Beauty Association's (PBA) Beauty Week, USA - An event that encompasses multiple beauty-focused events, including the North American Hairstyling Awards.

  9. Bronner Bros International Beauty Show, USA - One of the longest-running beauty trade shows, it has a particular emphasis on African American hair care and beauty products.

  10. The Makeup Show, Multiple Locations in USA - Primarily for makeup professionals, it features products, demonstrations, and workshops about the latest in makeup artistry.


  1. Cosmoprof Worldwide Bologna, Italy - A global leader in the beauty sector, this event showcases every facet of the beauty industry.

  2. Salon International, UK - A hub for hairstylists, this London event boasts live demonstrations and trend insights.

  3. Beauty Düsseldorf, Germany - Emphasizing cosmetics, nails, wellness, and spa, this expo is a must-visit for European professionals.

  4. BeautyEurasia, Turkey - Serving as a central hub for European and Asian beauty industries.

  5. Intercharm, Russia - An expo with a vast scale, focusing on professional beauty in the Russian market.

  6. MCB by Beauté Sélection, France - A leading event for beauty and hair professionals, known for its high-quality presentations and trend analysis.

  7. Estetika Brussels, Belgium - This expo has a solid reputation in the Benelux region, attracting a wide range of beauty professionals.

  8. CosmoBeauty Barcelona, Spain - Merging artistry with business, this event is recognized for its diverse showcases from cosmetics to advanced beauty machinery.

  9. Esxence, Italy - A specialized event with a keen focus on niche perfumery, highlighting the art and science of scent.

  10. Cosmet'agora, France - Renowned for its emphasis on cosmetic formulations and the science behind beauty products.

  11. Baltic Beauty, Latvia - As the leading beauty expo in the Baltic region, it offers a blend of business and educational sessions for professionals.


  1. Cosmoprof Asia, Hong Kong - A strategic gateway to the Asian beauty market, offering vast networking opportunities.

  2. CosmoBeauty Seoul, South Korea - Spotlighting the innovative and trend-setting K-beauty sector.

  3. K-Beauty Korea, South Korea - Diverse exhibits ranging from cosmetics to beauty equipment.

  4. Cosmobeauté - With events in various Southeast Asian locations, it has gained prominence for its comprehensive showcase of Asian beauty trends and innovation

Middle East:

  1. Beautyworld Middle East, UAE - The largest international trade fair for beauty products, hair, fragrances, and wellbeing in the Middle East.


  1. Beauty Expo Australia - A significant event down under, emphasizing beauty treatments, cosmetics, and salon essentials.

Attending any of these expos can open doors to global trends, cutting-edge products, and valuable industry contacts. As the beauty industry is vast and varied, it's beneficial to choose expos that align most closely with your specific interests and professional goals. Before booking your tickets, ensure you research each event's specialized focus, whether it's hair, skincare, spa treatments, or nail artistry, to make the most of your experience.


The beauty and salon industry, with its dynamic nature and rapid evolution, thrives on continuous learning, collaboration, and innovation. Beauty expos, spread across different regions and catering to various niches, act as the epicenters of this vibrant ecosystem. They not only unveil the latest trends and groundbreaking products but also foster connections that can propel businesses and professionals towards unprecedented growth. By participating in these events, whether in North America, Europe, Asia, or any other region, one immerses themselves in a global community of beauty aficionados united by passion and creativity. As you chart your journey in this industry, let these expos be your compass, guiding you towards opportunities, knowledge, and success. The world of beauty awaits – vibrant, diverse, and ever-inspiring.

Talk to a human

Schedule a guided walkthrough of Noona HQ

Watch the Demo

Learn the how & why of Noona in 30 mins

Get more bookings with less scheduling

  • Point of sale

    Online appointments

    Appointment calendar

    SMS campaigns

    Unlimited client history

    Appointment reminders

    Custom fields

    Flexible giftcards

Talk to a human

Schedule a guided walkthrough of Noona HQ

Watch the Demo

Learn the how & why of Noona in 30 mins

Get more bookings with less scheduling

  • Point of sale

    Online appointments

    Appointment calendar

    SMS campaigns

    Unlimited client history

    Appointment reminders

    Custom fields

    Flexible giftcards

Talk to a human

Schedule a guided walkthrough of Noona HQ

Watch the Demo

Learn the how & why of Noona in 30 mins

Get more bookings with less scheduling

  • Point of sale

    Online appointments

    Appointment calendar

    SMS campaigns

    Unlimited client history

    Appointment reminders

    Custom fields

    Flexible giftcards