Our Philosophy

Beauty² is a highly curated 2-Day trade event that was created to answer the beauty industry’s call for a modern and more intimate trade show format.

While established lines might do well in convention halls and hotel ballrooms, a show with never-ending rows, noticeable disparities in the quality of vendors, and a mass-market approach does not seem to be a winning formula for true independent brands who need to build awareness and educate the market on their point of difference.

With every event we are focused on curating
a small group of global brands (no more than 25 per edit) whose cutting-edge formulas and attention to detail offer a refreshing alternative to the world of mindful beauty.