Scouting New Brands At Cosmoprof North America 2017
4th August 2017 | By Fiona Ngo
Las Vegas is described as an oasis of indulgence; an adults Disney Land filled with dazzling bright lights, 24-hour entertainment, fortune (fortune lost) and fame. In a city infamous for big weekends, what were the Maslow & Co. team doing there exactly? Well, to check out the latest and greatest in beauty at Cosmoprof North America of course (what else were you thinking?).
Cosmoprof is a beauty industry trade show held in major hubs around the world. It’s a chance for the industry to discover the undiscovered, explore new trends, innovations and fill up your suitcases with a treasure trove of new products to sample. It is the quintessential ‘kid in a candy store moment’ for the beauty obsessed.
Welcome to Cosmoprof North America. Where would you like to go?
After the overwhelming, yet exciting sensory experience that followed Cosmoprof Hong Kong late last year, our expectations were high. With laser focus (running between brands, we learnt to leave our high-heels at home this time) our aim was to explore, curate and find the next big thing in beauty to include in future box edits. Teaser- there are clues here of what to expect in the upcoming USA beauty edit! Las Vegas did not disappoint – it exceeded expectations.
Some major trends were clear. Green Beauty continues to rise with a whole section dedicated to the popular movement. The latest spate of reinvention focuses on ‘dirty detox’, using ingredients as charcoal, clay and even bacteria to help rebalance and clean the skin. We spoke for hours to the woman behind natural beauty brand, Mullein and Sparrow- if the brand sounds familiar it should, we first discovered this dynamic duo and their products in our NYC Beauty Edit last year - on new developments in how ingredients are sourced, where they come from and produced to keep their potency in tact for consumption.
Founder of Mullein and Sparrow, Anit Hora at her beautiful Stand in Discover Green Beauty
Korean Beauty – affectionately known as K-Beauty by many also showed a real dominance at Cosmoprof, albeit with an interesting twist. Where once Korean brands were imported into the USA to fill demand, local brands are now inspired by high-performing Korean formulations that are more tailored to time poor locals – think multifunctional rather that multi-step!
As expected with K-Beauty, we were blown away with the latest innovations in formulations, packaging and design. New brand Lamy introduced us to their sheet mask collection made entirely out of rice paper (think Vietnamese Rice Paper Rolls), and we were excited to be introduced to Korean heavy weight, JAYJUN Cosmetic, with their latest anti-pollution technology; a growing beauty trend which seeks to counteract the modern day environmental factors causing stress and damage to skin.
We also met some familiar faces and were taken on a ride down memory lane with Costory (creators of our beloved Papa Recipe Masks we featured in the recent Maslow & Co. Korean Beauty Edit), exploring new and well-loved products from the line. Weird, quirky and different – we would expect nothing less from K-Beauty.
One of Maslow & Co.'s new friends from Costory, the company that creates Papa Recipe.
PSA: New sheet mask creations from JAYJUN Cosmetic
Perhaps the most exciting part of Cosmoprof was the neon signs stating we had just entered the Emerging Beauty area - my heart immediately started beating faster. Our bread and butter here at Maslow, it is no secret we are fan girls of the new and niche and for good reason! Small in size but big in stature, no longer are trends dictated by global beauty heavyweights but by the smaller indie brands we seek to share in our beauty boxes.
It is in this pavilion I discovered my new favourite liquid lipstick and sea salt spray by upcoming New York brand, CONTEXT Skin. Then, from the corner of my eye, the crisp and clear white lined packaging from American born brand, Cle, drew my attention to their fusion of Eastern and Western formulations. A highlighter in cushion compact? Yes please! Lipsticks that transform from powder to liquid? What is this black magic!
Meet my new loves - zmazing liquid lipsticks by CONTEXT Skin
Amazing formulations and aesthetics from Cle Cosmetics.
To my right, oui marvelled at new brand OUiGLO (see what I did there?) who was the living proof that small brands have exceptional influence after they recently partnered with retailing giant Amazon to release the line's debut product— a collagen rich mask that promotes a plump and glowing complexion by eliminating dead skin cells and improving elasticity.
Then to my left, we couldn’t help but notice Jennifer Yen (an actual former Power Ranger villainess) and her glowing skin which she attributes to the powers of blue lotus seed, a central ingredient to her skincare line, Purlisse.
The buzz, excitement and energy in the air made those 3 days exploring, speaking and scouting upcoming international beauty brands fly by. Before we knew it, we were checking out of our hotel rooms and heading off to our flight home realising we now faced the daunting task of having to select just 6 brand new products for you to try out of a room filled with stellar fresh faces.
Want to see what it's like to be a Maslow & Co. Beauty Editor and scout new brands at Cosmoprof? We're giving you the chance to WIN a Cosmoprof beauty haul worth over $120! Inside you'll find a mix mash of new and exciting beauty brands to try - minus the airfare and jet lag.
Want to discover the next wave of fresh faces in our upcoming USA Beauty Edit? Don't forget to sign up!