With a marked increase in senior-level visitors, the 30th anniversary edition ofPROFESSIONAL BEAUTY LONDONbrought the whole industry together to try, buy, network and learn

Professional Beauty London 2018

Thousands of salon, spa and clinic owners, therapists, nail technicians, make-up artists and students visited Professional Beauty London at ExCeL, on February 25–26, to see the world’s leading beauty brands showcasing their latest launches.

The show welcomed more than 30,000 visitors for its 30th anniversary event, as more than 800 brands came together to showcase their latest products and launches.

The show saw an overall increase in salon owners, spa directors, hoteliers and beauty therapists attending the two-day event ready to seek out new suppliers and tap into the latest trends; signifying positivity and growth in the market.

The show gave visitors their first chance to witness emerging treatment trends such as plasma skin tightening and gel-acrylic hybrid products for nails.

The big names

All the key players in the market were there, from Dermalogica, Elemis, Guinot and IIAA to CND, Jessica, HD Brows, Lycon and Mii, to name just a few, with many brands reporting a record year.

Nicci Anstey, global training and education director of Elemis, commented: “It’s been another good year and we’ve been really busy, as we always are at Professional Beauty. We had a record day for retail on Sunday and we’ve been doing treatments on the stand. I can’t imagine anyone would have a bad show really, because of the exposure you get here.”

Chris Gillam, managing director of Guinot UK, added: “There’s been a good quality of visitor and our account openings look to be up on last year. The show looks fantastic.”

IIAA managing director David Alpert agreed, adding that the show had developed into “the premier event in the UK today and one of the premier events in Europe as well”. He chose the event as the destination for Environ’s major launch of the year, the handheld home-use Electro-Sonic DF Mobile Skincare Device.

Making a debut

Every year, many new beauty suppliers choose the show to make their UK debut. Experienced beauty distributor and brand owner Tracey Smith launched waxing brand Ashmira Botanica, which focuses on looking after the skin. “The stand was packed solid all day and everybody really loved the wax. I think everybody should consider exhibiting at PB London. It’s the best one throughout the whole year, and we’re hoping to have exactly the same spot next year”, she said.

Stefania Rossi chose the show as the launchpad for her new recruitment business, Hidden Talent, and said it had been “absolutely phenomenal”, adding, “It’s my first year exhibiting and I came here to network, to get my brand out there and it’s been inspirational.”

Beauty business consultant Susan Routledge used the show as the perfect opportunity to introduce salon, spa and clinic owners and managers to her Beauty Directors Club.

The show also saw some existing major brands exhibit for the first time. French skincare company Phyt’s took a large stand at the front of the hall, while British brand SBC brought its eco-friendly skin and bodycare range for the first time.

With five packed seminar programmes, four live beauty stages, an education forum, and two hair stages alongside the World Spa and Wellness Convention and International Manufacturers & Distributors Forum, this was one of the busiest and well-received shows ever.

Professional Beauty managing director Mark Moloney said: “This being our 30th anniversary, we were determined to put on one of the world’s greatest beauty shows – and we did it. I don’t think we’ve ever had such a packed or well attended show by beauty professionals, and I’m absolutely delighted with the responses we’ve received from visitors and exhibitors alike.”

Uniting the industry

“We already plan to return in 2019 with a theme we know will be incredibly popular”, added Moloney. “360º Wellness will look at how the beauty industry can provide the solutions demanded by consumers’ lifestyle needs, bringing together experts in treatments, exercise and nutrition. This is an exciting concept for us and just proves how relevant the beauty industry is to 21st century living.”

The winner of Professional Beauty’s SOS: Support Our Salons campaign was also announced at the show. Emma Griffiths, owner of The Beauty Bar in Wadhurst (pictured above, receiving her prize from PB editor Eve Oxberry), shared the challenges she faced in launching her business and was chosen from a huge number of entries to win £1,000 for her salon plus lunch with Moloney, where he will share his business advice.

Professional Beauty London will return to ExCeL on February 24–25, 2019, and thanks to the recent investment in the Elizabeth Line, visitors and exhibitors will be able to experience the very best London has to offer as they’ll be able to whizz between the capital and ExCeL in around 20 minutes.