By Faye Brookman and Andrea Nagel CEW US
Despite unseasonably frigid temperatures, the second edition of Cosmoprof North America Miami, held in Miami Beach from January 21 to January 23, attracted 899 exhibitors, a 28% increase over 2024. Thirty-eight percent were new to the Cosmoprof North America network since 2021 (post-Covid).
“The powerful collaboration between emerging voices, industry leaders, and suppliers at our event is driving the ongoing growth and transformation of the beauty landscape,” said Liza Rapay, VP, Head of Cosmoprof North America [CPNA], Founder Beauty New York. The latter will kick off October 15 with a beauty industry professional gala, followed by forums, master classes, and consumer-facing events over the balance of the week at New York City’s The Oculus.
Retailers attending Cosmoprof Miami agreed that “the show truly brings out the best in the industry — the energy and vibe from media, brands, suppliers, retailers, everyone is always so engaged,” said Noah Rosenblatt, President of Beautyspace.
The organizers’ quest to attract more Latin American [LATAM] attendees was evident, according to Jeffrey Ten, Head of Strategy and Business Development for Queen Cosmetics, a Latina-owned brand. According to CPNA, LATAM represented nearly half of international participation.
The show seemed livelier this year, according to showgoers. Sydney Wagner, Senior Associate Equity Research, Consumer, Jefferies LLC, said, “I think the floor was more dynamic. The sessions in CosmoTalks were really interesting and great incremental knowledge. In a time where what the beauty consumer is buying and where they’re buying it is really changing, it’s so helpful to get insights from companies like NielsenIQ and Spate.” Wagner added that “the floor was more heavily weighted towards fragrance. When we wrote our note last year on the show, we didn’t even have a category highlighting fragrance trends. But it was a huge chunk of the floor this year.”
Wagner said the fragrance boom not only reflected the market but also the show’s attendees, which largely skew Latin American. “It’s also one of the most evolving and exciting categories. It does really seem, especially with Gen Z, that a lot of makeup spend is shifting to fragrance. What I saw that really stuck out to me was branding being so tied in with mood.”
In addition to fragrance, discussions throughout the show centered on the explosion of TikTok Shop (especially given the media attention it received in the days leading up to the show with headlines blasting the “shutdown” of the platform), now the eighth largest beauty U.S. retailer, according to Iced Media’s Leslie Ann Hall. Other topics on the show floor included Amazon’s growing roster of prestige brands, Walmart’s plans to enhance its assortments, looming fears over tariffs, and yes, the unusually chilly Miami weather. “The show was fabulous other than the weather,” joked Lisa Green, VP, DMM for JCPenney Beauty and Salon.
While cool outside, the exhibitors on the show floor revealed three hot overarching trends: LED technology has reached critical mass, the fragrance boom shows no signs of dispersing, and K-beauty is having a second life.
The Future of LED Shines Bright
While LED technology has been around for decades, these devices have (finally) gained mainstream acceptance thanks to social media exposure, lower prices, the DIY surge, and product enhancements.
Interest in red light therapy grew 79% in 2024 over the year before, according to Glimpse research. The Beauty Tech Group in partnership with Price Waterhouse Cooper predicts at-home beauty device sales will surpass $92 billion by 2028.
“LED is everywhere and for everything,” said Larissa Jensen, SVP, Global Beauty Advisor at Circana, noting that LED devices are expanding out of the facial mask category to target muscle strains and boost hair growth.
Brands exhibiting this trend include:
Metamorphosis: This firm captured showgoers’ interest with its butterfly-shaped device called MorphoGlow, which takes gua sha to the next level by enhancing facial contouring with heat, microcurrents, vibrations, infrared, and red-light therapy. Live demonstrations of red and blue light therapy were presented to showcase Lush Lips, a lip plumper; Magic Moon Eye Evolution, for wrinkle reduction; and Super Star Pimple Patch, which is designed for portable acne solutions.
Faeves by Celeste: Celeste, a Netherlands-based brand known for topical skin care products, has expanded into devices. “We do LED and make it fun,” said Denise van Gulik, CEO of Celeste of its LED cat-shaped facial mask which utilizes red light (for aging), blue light (for acne), and purple light (a combination of the two.) “What really excites people is learning how LED delivers real skin benefits without being invasive. People are looking for innovative skin care solutions that deliver real results, ideally from the comfort of home. That is exactly why light therapy devices are becoming so popular, they offer professional-level results in an easy, accessible way,” she said. Their LED pimple “patch” and LED yoga mat caught the attention of Shark Tank’s Daymond John, who was at the show, said Gulik.
Geske: Geske’s been a leader in at-home devices since it entered the U.S. in 2023. The company is going full force in LED technology with products like its Skin Firming Wand. “In 2025, the synergy of red-light therapy and microcurrent technology is redefining at-home skin care, merging LED-driven collagen stimulation with microcurrent’s muscle-toning benefits. We at Geske recognize the growing need for beauty tech at an affordable cost that looks and feels great,” said Taylor Dunston, Sales Director, Americas for Geske. The brand’s Skin Firming Wand combines all of these technologies in one device.
Nicky Clarke: In its second year in the U.S. market, Nicky Clarke demonstrated how infrared rays can also benefit hair with its SS902 Infrared Pro Hair Straightener. The rays heat hair from the inside out, minimizing damage and reducing drying time. The technology also helps to maintain the hair’s moisture balance, seal the hair cuticle, and impart shine, while the 100% titanium plated nano technology removes odor and chemicals from hair.
