HBA Global Expo, p.2

Show organizers say retailers who attend benefit in a number of ways. “HBA Global does provide beauty retailers with an inside look at what is happening in the cosmetic, fragrance, personal-care, skincare and wellness industries. They can get up-to-date information on the latest trends and new products as well as expert advice on marketing and branding strategies, new channels of distribution and how to successfully reach all types of consumers,” says Birkett.

Trend exploration is a strength for the HBA show, says Birkett. In the past, the show has been an incubator for the birth and growth of many industry-transforming products and business practices. “Since it is the gathering place for the entire beauty and personal-care industry, future trends and technologies are launched at the event. Hot products in the past have been nano-technology, high-performance ingredients, click-pens, vegetable-based soaps, testing labs and analytical devices, as well as airless pumps, to name a few,” adds Birkett.

This year promises to offer even more relevant industry insider information. Birkett believes a number of topics will receive increased exposure this year, including discussions on antiaging advances and skincare advances; the latest in natural, organic and sustainable cosmetics and personal-care products; green chemistry; consumer purchasing trends; educating customers on safe cosmetics; and complying with the latest regulatory rules. “HBA Global also led the way in elevating the discussion of harvesting palm oil responsibly,” she adds.

Here’s a look at other components of the show that can be of specific interest to beauty retailers.


Along with the trade show floor, HBA Global offers a comprehensive three-day educational program discussing beauty trends, market movements and technical approaches. Its strong educational emphasis sets it apart from other business shows and furthers its reputation as a trendsetter.

“HBA Global’s conference program offers world-class education that helps bring new products and innovative concepts to market and provides the attendee with the resources, techniques and skills to assist in profitable business decisions. Attendees come away inspired and ready to make their beauty and personal-care brand or business a success,” says Birkett.