HEBS Show:
A Beauty Platform Centered on Education and Networking
From May 4 to 5, the HEBS Show (Hair Education Beauty Summit) took place at the Meadowlands Expo Center in New Jersey. Now in its second year, HEBS sets itself apart from conventional product trade shows. It unites brands, stylists, influencers, and creators in a synergistic structure where each role is distinct yet seamlessly interconnected, creating a platform focused on “experience.” We sat down with Ryan Kim, who is involved with the show’s main sponsors, LocN and PureO, to talk about the show’s meaning and direction.
What is the HEBS event?
HEBS is primarily a show centered around stylists. Brands go beyond product presentations by actively building platforms and offering education to empower stylists to enhance their skills and professional reach. On-site, various beauty industry players, including suppliers, influencers, and creators, connect organically. Influencers and stylists who work with celebrities also share their experiences on how they’ve built communities and grown brands.
How would you describe your role in this event?
As main sponsors of HEBS, LocN and PureO are attracting more stylists through product giveaways, information sharing, and networking opportunities. Through social media, we are reaching many stylists and interested individuals. Our marketing team segments these connections into content creators, stylists, and potential team members, managing them for effective expansion.
LocN Booth
PureO Booth
Why do you think so many stylists are eager to get involved?
The key is creating an open space with no rigid conditions, allowing participants to freely express themselves and showcase their work. This openness sparks engagement, attracting those who think, “I want to be part of this.” Additionally, the competitive element brings energy to the show. HEBS features various contests, from creativity challenges to real-time styling battles, with prize incentives that boost motivation, as participants see it as their stage. I believe these elements are what draw people in.
What was the atmosphere like at this year’s event?
Visitor numbers matched last year’s, but the atmosphere felt distinctly different. We saw more attendees actively looking to make purchases. There was strong participation from growing mid-sized brands, with the wellness sector standing out as especially vibrant. To avoid a flea market vibe, we carefully curate suppliers. Last year was about gathering data; this year, we used those insights to refine our approach, focusing on what works and eliminating what doesn’t.
What do you hope to achieve through HEBS?
Ultimately, it all comes down to marketing. Today’s consumers, especially younger generations, care more about a brand’s values and philosophy than just buying products. That’s why brand awareness and emotional engagement through digital channels are essential. HEBS gives us a strong platform to express our identity and the message we want to share.
What kind of impact can education-centered exhibitions like this have on the industry?
The market is flooded with products, but many consumers still don’t know why they should use them or what ingredients they actually contain. If consumers try a product and don’t like it, negative reviews are posted immediately, which can significantly damage the brand image. To break this cycle, it’s crucial to communicate accurate product information and value. Education will help stylists use products correctly, improving service quality and boosting consumer satisfaction.
I’d like to hear about the future plans for LocN and PureO.
We focus on educating both stylists and retailers, the users and sellers of products. It’s not just about selling items, but about being able to explain why a product should be recommended and used. I believe that if this platform continues, it can strengthen the brand as a whole beyond just short-term results.
Booth Sketch
