Cosmoprof Las Vegas 2024: The Trends You Missed

First published on 2nd August 2024 on CEW.org – By Faye Brookman and Andrea Nagel

The vibe at Cosmoprof Las Vegas 2024 was fresh and modern, as exhibitors showcased everything from experiential products in bright packaging to science-backed formulas for solution seekers to on-trend items meeting the needs of a broad spectrum of generations.

Beauty’s biggest players — and new cohort of brands and executives — flocked to the Mandalay Bay Convention Center for the 21st edition of Cosmoprof Las Vegas, held July 23 to July 25. Attendees hit the massive exhibit floor searching for the next big thing to keep beauty sales booming.

“We are really happy to see things turn around after a challenging Q1,” said Anna Mayo, Vice President for NielsenIQ Beauty Vertical, noting gains came despite ongoing inflationary pressures. Total beauty and personal care sales expanded 5.5% to $46.7 billion year-to-date for the week ending June 15, 2024. Online growth eclipsed in-store advances — up 11.4% versus 1.8%.

“I continue to be optimistic about the future. This year, we welcomed visitors from 105 countries and hosted over 1,200 exhibitors from 45 nations,” said Liza Rapay, VP, Head of Cosmoprof North America.

Several retailers in attendance said they were impressed by the innovation seen by brands at the show.

“The excitement and energy surrounding the sheer breadth of innovation at this year’s Cosmoprof North America, especially in the skin health area, was palpable,” said Michelle L. LeBlanc, Vice President of Merchandising for Beauty, Personal Care and Hispanic Center of Excellence, CVS Health. “I especially loved hearing from some of the newer companies, many of which were driven by their founder’s personal experience to create a product to meet a specific skin condition or need.”

Ulta Beauty’s Muffy Clince, Senior Director of Merchandising, Emerging Brands and Initiatives, hit upon several key trends she saw at the show, singling out the Discover Zones throughout the show, which highlighted everything from new dermatologist solutions for Gen Alpha to the latest in K-beauty skin care and colour cosmetics. Innovations in wellness and body care also caught her eye.

“Alongside new formulations with clean ingredients and skin barrier-protecting solutions for the face and body in unique formats like mists and gels, there was so much to discover in sustainable packaging advancements and refillable components,” she added. “The vibe on the floor was fresh, modern, and filled with experiential products in bright packaging, making it even more engaging. We’re thrilled for what’s to come as we look to the year ahead and proud to call ourselves home for guests to discover new and existing beauty brands and trends for all occasions.”