Cosmoprof Miami, Kicking Off the Global Beauty Industry in 2025

Cosmoprof North America Miami (Cosmoprof Miami) took place from January 21-23, 2025, at the Miami Beach Convention Center. Marking its second year, the event showcased an impressive 28% increase in exhibitors, reaching a total of 899. Notably, 38% of these exhibitors were participating for the first time since the COVID-19 pandemic in 2021, highlighting the growing interest of new brands in this prominent trade show.

Latin America had a strong presence among international attendees, with nearly half of all international vendors coming from the region. Leading brands from Brazil and Mexico made notable appearances, reinforcing Cosmoprof Miami’s role as a key B2B event connecting the North American and Latin American markets. With its strategic positioning, Cosmoprof Miami firmly establishes itself as the global beauty industry’s kickoff event for 2025.

 

 

 

Key Trends

“Sustainability” and “eco-friendly” are key themes in the beauty industry, with eco-friendly packaging and refillable products making a substantial impact at Cosmoprof Miami. LED technology, fragrances, and K-beauty also emerged as significant trends.

LED Technology

LED beauty devices are gaining immense popularity, driven by increased social media exposure, improved affordability, and the growing DIY skincare movement. Interest in skin and scalp care devices utilizing red light has surged. Notably, GESKE, a major sponsor of Cosmoprof Miami, introduced its Smart Mask, an LED-powered device that received highly positive feedback. The GESKE Smart Mask is a multifunctional tool capable of performing nine tasks simultaneously, including heating and cooling, skin regeneration, waste removal, and maintaining a healthy skin tone.

 

Fragrances

Fragrances accounted for a significant share of Latin American participation at Cosmoprof Miami. The fragrance market holds strong growth potential, particularly as Gen Z consumers shift their makeup spending toward fragrance. From January to September 2024, the fragrance market was the fastest-growing beauty category, with luxury fragrance sales rising by 14% and mass fragrance sales increasing by 2%. At Cosmoprof Miami, fragrance products from various countries and across different price points were introduced, taking the place previously dominated by color cosmetics. Beyond traditional sprays, fragrances are evolving to encompass other stages of the beauty routine, including ‘hand perfumes’ and ‘hair perfumes,’ reflecting a broader shift in consumer preferences.

Second Wave of K-beauty

K-beauty is regaining traction in the U.S. market, with streamlined skincare lines that focus on targeted concerns such as anti-aging and moisturizing seeing increased interest. Many American beauty companies are actively incorporating Korean skincare ingredients into their formulations, signaling that K-beauty’s influence is set to continue expanding. At the Cosmoprof Miami Korea Pavilion, Korean brands not only captivated visitors with a diverse range of products but also created a visually engaging experience by decorating their booths and staff with a “Squid Game” theme.

 

 

 

Companies Concerned About Changes in U.S. Trade Policy

One of the key topics at the event was the anticipated changes in U.S. trade policy under the new administration. European and Latin American companies, particularly those reliant on the U.S. market, expressed concerns about the potential for increased import tariffs and were eager to adapt their business strategies to the evolving regulatory landscape. “It’s on the minds of all companies that do business with the U.S.,” said Scrimaglio, a visitor at the event, in an interview with Estetica Export.

 

Booth Overview

Absolute New York

Absolute New York사의  Silk Glow는 바디 오일과 미스트 라인의 제품으로, 보습 기능과 함께 고급스러운 발색 효과를 자랑한다. 총 6가지 선택 옵션이 피부에 자연스럽고 은은한 광채를 더해준다. 비타민 E, 시어버터, 코코넛 오일이 함유되어 피부를 촉촉하고 부드럽게 유지해주며 남미를 비롯한 미국 시장에서도 호응을 얻고 있다.

 

All Day Got! Hold

‘All Day Got! Hold’는 소비자들에게 큰 사랑을 받은 인기 제품들을 합리적인 가격으로 제공하는 가성비 라인이다. 뷰티서플라이 시장을 겨냥해 오는 3월 론칭 예정이며, 모든 헤어 타입에 적합한 클린 성분을 사용한다. 섬세한 스타일링을 위한 다양한 제품군을 갖추고 있다.

 

KISS

KISS사는 라틴 아메리카 시장을 타겟으로 한 제품군으로 부스를 구성했다. 네일, 속눈썹, 뷰티 디바이스 등 다양한 카테고리의 제품들을 선보였으며, 특히 라틴 아메리카 시장에서 큰 성장을 보인 Ruby Kisses 립 밤이 부스에서 많은 주목을 받았다. 한편 남성용 케어 라인으로 새로 론칭한 브랜드인 ‘Groomane’은 헤어와 수염 케어에 집중한 제품을 출시하고 있으며, 앞으로 브랜드를 더욱 확장할 계획이라고 밝혔다.

 

Universal Beauty Products Inc,

Jamaican mango & Lime의 ‘Braids your way’ 라인은 락(Locs)과 트위스트(Twists)를 위한 헤어 스타일링 제품으로, 제품 잔여물이 남지 않으며, 보습, 윤기, 강화 기능을 갖췄다. 특히 자연 유래 성분을 활용한 오리지널 포뮬러는 자극 없는 스타일링이 가능해 북미 및 라틴 아메리카 소비자들에게 큰 관심을 받았다.

 

부스 스케치

Annie

Fisk Industries

GESKE

Hair Couture

Jem Global

M2C

OKAY

Qingdao Enlanshi Cosmetics

Sassi