If you weren’t at Cosmoprof North America (CPNA) July 23-July 26, it’s likely you missed one of the year’s best beauty trade shows—and also one of the brand’s most successful versions in its 14-year history.

The business-to-business beauty event broke its own records in terms of exhibitor attendance and ticket sales. Held at Mandalay Bay Convention Center in Las Vegas, approximately 33,750 attendees, a 12.5 percent increase, engaged with 1,154 exhibitors representing 38 countries, a 12 percent increase. Attendees were able to see and experience new sections such as Discover Green, an area for eco-minded brands, and Glamour Me, a place to experience beauty services, along with show favorites, Discover Beauty, Tones of Beauty and Discover Scent. The show floor space covered 280,991 square feet, an increase of 10 percent from the previous year.

So far, the show has generated more than 23 million impressions and 400 posts by social media influencers, T.V. personalities, vloggers and bloggers. Below, some of the new and returning programs that took place at Cosmoprof North America 2016:

Discover Green: Going Green

Discover Green was a special area curated with the input from Insiders Guide to Spa, dedicated to eco-friendly, clean, organic and/or natural beauty products. Created to mimic the high-end, exclusive feel of Discover Beauty, Spotlights, Discover Scent and Tones of Beauty, the decision to include a new “green” section came on the heels of increased consumer awareness of environmental impact and ingredient safety from products purchased.

Glamour Me: Experiencing Beauty Innovation Live

Glamour Me

was a new beauty lounge that allowed attendees to experience participating exhibitor products first-hand. Approximately 200 hair, nail, skin and makeup appointments were booked.

Tones of Beauty: Multicultural Beauty

Tones of Beauty returned for a second year and showcased a select group of innovative multicultural brands across every major sector: skin, hair and color. To ensure successful program implementation and brand selection, CPNA repeated its collaboration with renowned global beauty media group love, Aunt Bonnie, and added a dedicated educational conference to learn about market specifics.

Discover Beauty

Presenting a line-up of start-up beauty brands, this high-end, curated section combined the best of both worlds: pre-arranged face-to-face meetings with key retail buyers such as Neiman Marcus, Lord & Taylor, Barneys New York, HSN and Kohl’s, as well as a traditional exhibition presentation where all attendees are invited to come and discover these brands. This year Chaleur Beauty was awarded the winner of the official Discover Beauty 2016 Award.

Discover Beauty Spotlights

Spotlights was an exclusive initiative within the Discover Beauty program. This department store-like presentation serves as a showcase for companies that are big on creativity yet smaller in size but who are a prime fit for high-end retail stores, boutiques, salons and spas.


Returning for the second year, International Business Forum & Exhibition (IBF&E) focused on the Beauty Supply Chain business platform for companies specialized in contract manufacturing, packaging, machinery, OEM and raw materials. The program benefited from key strategic placement on the show floor and a full package that includes buyer meetings.

TV Shopping Channel Auditions

Making a return were the live auditions for major US TV shopping channels QVC, HSN and Evine Live whereby exhibitors were able to pitch products live to merchants. New this year exhibitors were also able to audition with international TV shopping channels including The Shopping Channel (Canada), HSE (Germany), and GS Shop (Korea). Also new this year, CPNA created a new collaboration with Evine Live, an ominichannel retail experience whereby buyers met with exhibitors inside a dedicated space on the show floor. Select exhibitors will be featured in a dedicated inner segment featuring products discovered at CPNA 2016.


This sampling bar showcased deluxe premium-sized samples from 20 exhibiting brands. For a donation of $10, attendees chose seven samples to create their own beauty box. The effort raised more than $13,000 for the charity Look Good, Feel Better.

Discover Scent: The Smell of Success in the Air

Scent was also in the air this year – literally. Air Aroma, a leading scent branding agency that designs custom fragrances for luxury brands around the world, returned again to scent main show areas through its patented diffusion technology, but this year custom formulated a signature CPNA fragrance. An area on the show floor dedicated exclusively to fragrance, Discover Scent, featured 13 niche fragrance brands curated with the assistance of Sniffapalooza.

After Dark

The trade show floor’s café morphed into a wonderland of beauty brands from the Discover Beauty, Tones of Beauty and Discover Green sections Monday night, allowing for an additional two hours of networking between brands and retailers and the press.

Cosmoprof North America will return to Mandalay Bay Convention Center July 9th to 11th, 2017. Stay tuned for Friday’s Editor’s Picks, where Beauty Insider outlines the best products seen at the show.