The 9 Coolest Brands We Discovered At This Year’s Cosmoprof North America

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The 9 Coolest Brands We Discovered At This Year’s Cosmoprof North America featured image

We’re always hunting for the newest, most innovative products in the industry. While we receive products at our front door, pitches in our inbox and calendar invites for brand meetings and launch events, there’s nothing quite like exploring booths—to the tune of 12,000 exhibitors—of new products at Cosmoprof North America. As the leading B2B beauty tradeshow in the Americas, the three-day event offers everything from hair care to nail care to cutting-edge packaging and manufacturing. While we definitely recognized a handful of familiar brands, there were a few new kids on the block that wowed us this year.

1 / 9

Beia Beauty

Founded by serial entrepreneur Brittany Lo, this sexual wellness-meets-skin-care brand offers a whole new meaning to pleasure. Boasting products from the Body & Intimacy Serum ($42)—it can be used as a full-body hydrating serum or a sexual lubricant—to the use-anywhere Refresh Wipes ($18), that much-needed pick-me-up after a long day is easier (and sexier!) than ever for both you and your partner.

2 / 9

Skin 1004

One thing we learned at this year’s Cosmoprof: Korea is bringing in the science, and Skin 1004 got the memo. Sourcing its ingredients from the Madagascar rainforest, the centella asiatica leaf, which the brand calls “the leaf of life,” is at the heart of all of its natural products. Within its six different lines—there is a product for everyone, including those with dehydrated skin or irritation—lies a few stand-out gems. The two at the top of our radar: soothing Hyalu-Cica Blue Serum ($14) and the redness-reducing Air-Fit Suncream Plus SPF 50 ($19). The low price point and sleek packaging is just another reason to add-to-cart.

3 / 9

Clover by Clove + Hallow

Clover not only serves up vegan, cruelty-free and affordable makeup, but their color selection stands out. When I scanned their booth, my eyes immediately gravitated towards the Skin Is In Serum Foundation ($22) and Camo Cover Concealer ($18), which come in 14 different shades to fit a wide range of skin tones and colors. When I looked further into the formulas, I learned that the finish for both products is glowy and buildable. But, when I tried them IRL, I found that they offered a your-skin-but-better dewiness that I haven’t found anywhere else.

4 / 9

Well Tressed

Gorgeous, silky hair comes easier when you use a microfiber towel to dry your strands, but the story changes a bit when we’re dealing with textured curls. That’s where Well Tressed comes in. Crafted by Nickie Cole, the brand takes the hassle out of maintaining textured hair with its easy-to-use Twist & Tie Microfiber Hair Towel ($25), which can be twisted up to help the hair dry or used to scrunch curls into place for easier and faster drying. It’s also safe for dreadlocks and braids and even works for straight or wavy hair, too.

5 / 9


Getting older comes alongside a slew of bodily changes, but Joylux’s hormone-free, OBGYN-designed vFit Gold Device ($395) offers a solution for all of your phases. Designed to comfortably suit the shape of your vagina, the brand’s hero device, which sports LED red light therapy and sonic technology, helps promote a stronger pelvic floor. It’s so effective, Vice President of marketing Heather Dazell told me that, when used daily for 10 minutes, you will experience more natural lubrication and increased sensation and tightness in just three weeks without leaving your home.

6 / 9

Touch In Sol

Makeup brand Touch In Sol houses products that make makeup application fun, but its newest product, No Poreblem Hybrid Primer ($25), makes it just as effective. Claiming to cover the pores within five seconds of application, this vitamin-infused makeup gripper makes your glam stay put all day, and users agree. “I will NEVER use another primer and I hope this never gets discontinued,” writes one fan. “Leaves the skin feeling so silky,” raves another.

7 / 9


I can confidently say I found my all-time favorite rose toner, Simpure Rejuvenating Rose Toner ($24). Not only did I spray every hour on the hour on my plane ride back to NYC, but I told the other editors at the show to stop by Simpure’s booth and pick up a sample for themselves. The scent is light and airy, but it lasts, offering whiffs of the deep-breath-in-a-bottle throughout the day. My favorite aspect of this toner, however, is that it doesn’t leave behind a sticky residue and I can spray it over my makeup without worrying about smudging or excess oil left behind.

8 / 9


Canadan-born brand NUDA is making self-tanning easier, cleaner and less smelly. Featuring naturally-derived, vegan ingredients like white tea extract and vitamin C, you no longer have to worry about applying toxic chemicals in order to achieve a healthy glow. I received the Face Tan Water ($32) and the Hyaluronic Self Tanning Serum ($47), and they both offer a beautiful, just-left-the-beach glow without that irritating smell that typically comes alongside tanning products.

9 / 9

Lash Spell

Whether you’re experiencing thinning lashes or brows, Lash Spell has your back. Founded by a mother of three with little time to attend lash appointments, Tara Bogna created a serum that grows your hair without the time commitment (or the irritation that you often see with other lash-growth formulas!). While the before and afters tell all, the ingredients are solid backup for the products’ efficacy. Made with pumpkin seed extract and peptides, your lashes and brows have some serious growth ahead.

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