The main event |

12 mins

The main event

Professional Beauty London 2024 will deliver launches, trends and show-only offers. Here’s a taster of what’s in store at ExCeL London on March 3–4

Headline sponsor

Skincare & Spa

Visit Dermalogica for education and demonstrations on a range of advanced skin services. The Dermalogica Pro stage will be hosting sessions on Luminfusion, a new treatment featuring exfoliation stacking, infusion with actives and LED, as well as The Melanopro Peel System, Pro Retinol and the Pro Pen – a device for microneedling and nanoinfusion.

Elemental Herbology brings together natural ingredients and modern skin technology, inspired by the principles of traditional Chinese medicine. See its hero products at the show, including Cell Plumping Moisturiser and the Bath & Body Oils – one for each element.

Luxury Skincare Brands is exhibiting Estime & Sens and will showcase the brand’s new range of Certified Organic Cosmeceuticals using plantbased peptides, ceramides, AHAs, BHAs, PHAs, HAs, plant retinols and acid complexes. Show offers will include a free green-carpet launch event for new sign ups over £1,000.

Those who open an account with Eve Taylor at PB London will be able to choose from two upgrades when purchasing an opening package. The Electrotherapy upgrade comes with the Ultra-sonic micro-therapy device and Electro Gel, while the Aromatherapy upgrade includes the Aroma Diffuser Pod and two diffuser blends.

Fiji Spice Queen will bring new oils including Bula Baby, a bath and massage oil specifically designed for babies, with ingredients such as marula oil. There will also be a 10% show-only discount available.

Spanish skincare brand Germaine de Capuccini has added to its Expert Lab line with Pigment Therapy, to help correct dark spots, even skin tone and regulate melanogenesis with both hands-on facials and mesotherapy treatments. Visit the team as they begin their 60th anniversary celebrations and discuss bespoke opening offers.

Visit French skincare brand Guinot to find out about the brand’s treatments, how you can become a Guinot therapist, and franchising opportunities.

Heaven Skincare will be on hand to talk through special training show offers, which include a package to train in the Bee Sting Facial for £1,300 including trolley and retail stock. Visitors can also see hero products including Collagen Drops and Bee Venom Masks.

Hypo21 is the MHRA-registered spray to support skin health and aesthetic treatments. Based on the science of hypochlorous technology, this electrically charged solution mimics the essence of the body’s natural defence system produced by white blood cells while being gentle on skin.

IIAA will be back at PB London, showcasing its new make-up brand Et al., which is backed by over 30 years of skin health data for make-up that does more. Also new is Advanced Nutrition Programme’s updated Skin Moisture IQ system, which will be at the show.

Kaeso’s products now span a wide range or sectors including manicure, pedicure, body, anti-ageing, facials, wax care and aromatherapy. Check out the brand’s kits at the show, including the manicure and pedicure kits plus hydrating, calming and rebalancing facial kits.

Lemi Group’s experience rooms are back for 2024. The brand is also launching Thermosoft V, a memory foam massage bed with an internal heated blanket, integrated with vibro-acoustic technology, which transforms each vibration from music into a healing touch.

Discover Loloma’s 100% Fijian-made Ultra-light Organic Virgin Coconut Oil. With a commitment to natural skincare, Loloma is free from chemicals, parabens and sulphites.

Luna Rossa Botanicals will be bringing its new skincare regimen to the show, consisting of two steps: Prime Energy Serum and 3D Microfibre Hydro Mask. These steps work together to address various skin concerns.

Mailelani Samoa will launch Mailelani Skin, a face care range that includes Resurface Scrub with Mandelic Acid, Oil to Milk Cleanser with native Samoan botanicals, Dewy Skin Day cream, and Naked Skin Night cream.

Million Dollar Facial will showcase its bespoke treatment protocols and clinically proven products at PB London. Visit the stand to discover its latest launch, the Oxypro Facial Mask, and get 10% off all online and classroom training booked at the show.

Natural by Nature Oils will be celebrating its 50th anniversary. Visit the brand for a 25% discount across its product range, including massage oils, and receive a free gift when making a purchase over £50.

Noage is a complex of five product pairs, used together over a five-day period with each pair fighting a different process that causes ageing, while supporting hair growth, cell rejuvenation, energy, skin, and more. Visitors will receive a 20% discount.

Repêchage will bring new launches including the T-Zone balance collection, with key ingredients including laminaria digitata seaweed filtrate for deep surface hydration and balance and camellia sinensis leaf extract, which is high in antioxidants. Also new is the Vita Cura Sea Body collection with laminaria digitata and extracts of willow and sage.

Sensory Retreats will show its new Sleep Treatment range. Imagine warm massages, mindful breathing and the comfort of a self-heating eye mask. Visit the brand and grab an exclusive show discount of 20% off Sensory Retreats products and Shared Beauty Secrets training.

In the world of Shanti, skincare is not a routine; it’s a celebration of self-love, a moment to escape the chaos and embrace the serenity within. The Shanti brand embraces the healing touch of gua sha.

Slow Ageing Essentials is a British brand created by David Lieber, who used to run Decléor in the UK. The brand comprises a capsule collection of products that are scientifically formulated using the most active steamdistilled essential oils and natural botanicals.

Thalgo will be celebrating the 60th anniversary of its skin, body and nutraceutical products. The brand is also bringing two new collections to the show –Spiruline Boost and Îles Pacifiques, and visitors can access an exclusive 20% show discount across all products.

Advanced Treatments

3D Aesthetics will bring its latest launch, 3D Emlift. This new treatment combines high-intensity focused electromagnetic energy with radiofrequency to stimulate muscle tissue alongside collagen production. At the show, visitors can enjoy savings on equipment bundles and one-to-one appointments with the brand’s sales executives.

Aesthetics brand CACI International will be offering live demonstrations of its hero treatments from CACI Synergy, including advanced treatments such as the CACI Jowl Lift and the new Micro-Touch facial. Also on display will be CACI’s skin rejuvenation sister brand Skinbreeze, and the company will be announcing exclusive offers at the show.

Cosmeditech will be showcasing its Zionic radiofrequency device, Soft FX skin and hair analysis device, and Eneka Pro diode laser hair-removal device. Visit the stand for live demonstrations and exclusive finance offers.

Gharieni Group will be showing its mind-body wellness technologies, designed to improve quality of life and deliver verified benefits for physical and mental wellbeing. Try the brand’s spa treatment beds and equipment including the new MLR Transform.

Lynton Lasers will be launching its latest device innovation at Professional Beauty London. Visitors to the brand’s stand at the show will be the first to discover the new device and can also see the brands existing hero products.

Visit Opatra to discover the brand’s range of technologies and devices for a range of professional treatments, from skin analysis to laser hair removal.

Join Silhouette Dermalift as the brand celebrates its 50th anniversary at Professional Beauty London. Visit for live demonstrations and experience the brand’s devices, including microcurrent, IPL and radiofrequency treatments.

Skyncare’s latest launch, the UltraDiode, will be on display. The medical-grade diode laser hair-removal system delivers fast, pain-free treatments for precision hair removal that is safe for all skin types.

Starpool will showcase Zerobody Cryo, its latest cold therapy innovation, which features a patented water membrane that wraps the full body without the need to get wet, boosting the immune and metabolic systems.

Zemits’ team will be at the show to introduce you to the brand’s range of laser, body, facial and handheld technologies and devices, as well as its skincare systems.

Make-up, Nails Lashes &Brows

Professional Beauty Systems will exhibit Apraise and showcase its new Lash and Brow Maintenance Collection, which includes Foam Cleanser, Brow Scrub, Mapping Paste, Nourishing Brow Oil, Miracle Growth Serum (pictured) and Brow Sculpt. The range is vegan, complementing Apraise’s Vegan and PPD Free Tinting Range.

Mineral make-up brand Bellapierre Cosmetics will introduce a new student make-up kit, alongside its full range of mineral products. There will be discounted products available to purchase.

New to the UK, pedicure brand Feetcalm is launching at PB London. Its concentrated ampoules contain active ingredients like glycolic acid, hyaluronic acid and urea and its Mousse & Go Foot Foam Technology care products provide retail opportunities.

Gelish will bring its latest launch, The Lace Is More collection, to Professional Beauty London, available in Gelish and Morgan Taylor formulas. The brand will also be showcasing its Nourish Cuticle Oil with hyaluronic acid and the IQ Go File (pictured). Gelish will offer the exclusive show-only deal of 10 gel polishes for £100 to visitors.

Get organised with Glitterbels as it brings its Diary and Accounts Planner to PB London. The nail brand’s cuticle oils and salon packs, which sold out at the last show, will be returning, as well as special offers on the day.

Inverness, which provides hygienic ear-piercing systems, will bring its Spring/Summer Collection to PB London. The collection comprises a selection of earrings designed to complement diverse styles and preferences.

IQNails is a manufacturer of drill bits for manicures and pedicures, which are durable and resistant to sterilisation process side effects. As well as its range of diamond, ceramic and carbide drill bits, it also produces PVD-coated drill bits.

Nail techs need to check out Kkookie, which will be showcasing its product range for creating custom nail art looks. The brand will also be bringing its latest launch, Enoi’s Magnet Gels, allowing for easy cat eye colour application.

Lash Artistry Academy offers training courses for both beginners and advanced techs. The brand will have show offers including beginners training course worth £300 for £250 and tweezers worth £19.99 for £9.99.

Phatlash will bring its wide range of lash, brow and beauty products to PB London, including its bestselling Superbond Lash Adhesive and a wide range of individual lashes.

Pinkfishes is an eyelash specialist company, which will be offering a discount of 20% for students booking onto one of its eyelash or eyebrow courses. There are over 16 courses to choose from, with both beginner-friendly and advanced options.

Pro Impressions will have a range of professional nail and beauty products available, from tweezers to brushes to tools. All the show prices will be inclusive of VAT, meaning that visitors to Professional Beauty London will make a saving of 20% versus the usual website RRP for all products purchased on the stand.

Tanning & Waxing

Ashmira Botanica will showcase the new Sonic Energy Treatment, in collaboration with sound healer Harriet Emily. Visitors can also take advantage of show offers, including wax starter kits and free products after reaching minimum purchase amounts.

Beauty Triangle International offers a wide range of products for waxing, skincare, pedicures, brows and lashes. New launches at the show include Brow and Lash Perfection Kits, the Lycon Skin Care Range and the Lyco-Pedi Range. There will also be show prices on hot wax and strip wax, waxing accessories, tanning products, Lycon Skin Care and Supercilium brow products.

Crazy Angel will show its hero tanning products including the Airbrush System Petite, Professional Express Tanning Solution (pictured) and Professional Tanning Solution Dark, all infused with hydrating ingredients.

Waxing brand Hive of Beauty will welcome brand ambassador Becky Priest – an award-winning waxer and social media personality – to its stand to offer expert tips to visitors. Hive will also bring a select range of products including wax heaters, brow kits, wax pellets and dual lash lift kits, all available at special show-only prices.

Waxing brand Perron Rigot will be showing its ethical, vegan, and organic waxing products at PB London. The first 150 customers to make a purchase will receive a heart-shaped wax gift box and a 20% discount.


Book4time has over 80 technology integrations to offer solutions for syncing the software across your property. It will be showcasing its dynamic yield-management capabilities throughout various times at the show.

Salon software brand Phorest has a whole host of innovations to show to visitors this year, including tools that allow you to reward clients for referrals, automatically fill cancellations from a wait list, streamline booking processes and more.

Discover Superbooking, a platform for streamlined booking management, with an app that’s free to download and use.

Appointment booking software Timely’s team will be at PB London to help you discover what they can offer, from inventory tracking to automated marketing.

Headline sponsor Treatwell will host a VIP lounge at PB London. Head to the lounge to chat with the team, discover more about Treatwell Business and join over 55,000 salons across Europe doing beauty business better.

Head to Vagaro’s stand to discover its latest launch, Mysite. The user-friendly website builder enables beauty professionals to create a customisable online presence, enhancing reputation and allowing for 24/7 revenue opportunities. For show visitors, Vagaro’s Design Services team will design your business’ Mysite for just £299.

Services & supplies

Associated Beauty Therapists (ABT) will have special offers on insurance policies for the year and a show-only offer for course accreditation.

The Beauty Rooms Medi Spa will talk visitors through its salon franchise opportunities, alongside opportunities to access the support and guidance to make dreams of owning a successful beauty salon a reality.

Capital City College Group will offer visitors a selection of hand and nail treatments to showcase the skills taught in the Hairdressing and Beauty Therapy courses at two of its colleges. Visit to learn about career pathways.

New from Ecoknit is the Ecoknit & Spaknit range of hotel and spa textiles, which are quick drying and energy saving to reduce daily processing costs. The brand will be offering a special 20% show discount.

Organic haircare brand Innersense will bring some of its latest launches including I Create Curl Memory and Color Purity, a hair colour line formulated with sustainably sourced materials.

Stock up on trade essentials with Majestic Towels’ range of towels, textiles, and more at PB London, where you can access exclusive show-only offers.

Visit Muslinz to discover the brand’s new large muslin blankets, suitable for treatment beds and also for use as an alternative to towels. The brand will also be offering special show-only pricing across its full range.

The National Hair and Beauty Federation will be running an exclusive show-only offer of £35 off your first year of membership. Visit the stand to find out about the benefits you will get by becoming a member. The NHBF is also the proud sponsors of the Business & Digital Skills Stage, hosting a great range of sessions over both days.

Oshin Organics will be launching its new Coconut Shampoo and Conditioner at Professional Beauty London. Visitors who spend £50 or more on the Oshin Organics stand will be the first to receive and trial the brand’s new lip gloss range and men’s cologne.

REM UK will be displaying its 2024 range of furniture including the new Earth Range, a selection of sustainable and ecofriendly furniture products. PB London visitors can also enjoy a 25% discount on all REM standard furniture.

Visit Studex to get started on your piercing journey. The brand specialises in safe, hygienic and easy-to-use piercing systems for salons, retail settings, and piercing studios. Purchase a kit at the show and get access to free training.

Professional Beauty London is taking place at ExCeL London on March 3–4. Register for your free ticket at

This article appears in February 2024

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February 2024
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