5 Must-See Brands at This Weekend’s Beauty Expo

With just days to go until Beauty Expo 2022 opens its doors in Sydney, ticket holders are busy planning their weekends to the T.

With around 200 beauty businesses expected to exhibit, it’s no easy feat shortlisting where to go and who to see first.

From new launch brands to Australian distributors, devices on display and panellists to watch, the momentum for this year’s event has been high (and for good reason!); it’s been three years since Beauty Expo last graced our calendars. Event organisers are keen to reunite the industry after a difficult period of lockdowns, business closures and stresses around staffing.

In an attempt to condense this year’s jam-packed exhibitors list, we highlight five beauty businesses not-to-be-missed this year:

1. Dermaenergy

Dermaenergy has changed face, and the brand’s new look is out of this world. 

Founder Sean Abel has reimagined the look and feel of his Australian cosmeceutical line to reflect a new artistic and sustainable direction. Sean employed a sustainability consultant to help navigate the complex repackaging process for his signature Black and White Label ranges. After studying cosmetic chemistry during Sydney’s COVID lockdowns, Sean has improved his formulations and housed them in stylish new boxes (think holographic pastels!) with a look that Sean says is “less clinical” and more in tune with his personal brand. 

Five years since introducing the world to Dermaenergy, this weekend’s launch looks to be Sean’s biggest yet!

[center] Dermaenergy founder, Sean Abel

2. Hi Sweet

The Hi Sweet difference is here, and is interrupting the lash industry in a big way.

The new-to-market lash supplier holds client safety with the highest esteem. The Australian owned brand utilises ingredients of organic origin to treat lash and brow hairs without the use of harsh chemicals. 

Brand founder Rhondda Carnevale is emphatic in her reminder to beauty therapists that the hair undergoes a perming process where, when treated much like the hair on our heads, is at the risk of damage if not properly cared for. Hi Sweet’s unique products are designed to infuse open cuticles with keratin and provitamins for healthier hair.

Rhondda is a passionate educator and looks forward to meeting other industry pros to discuss distribution, collaboration and training opportunities at this year’s Expo.

Hi Sweet Lash Lift & Brow Kit

3. Amplified Beauty

Amplified Beauty is a luxuriously designed lipstick brand made for the salon setting. 

With a Makeup Diploma under her wing and unbeatable drive to create her own business, founder Shahna Smith recently launched Amplified Beauty Australia.

The brand now boasts a collection of eight stand-out liquid lip shades housed in decadent gold packaging. To showcase her products in-salon, Shahna engineered an uber-cool light-up, levitating stand designed to stop clients in their tracks. Last week, the brand also launched a virtual try-on app allowing clients to virtually try on and buy from Amplified Beauty’s lipstick portfolio. The app is now available to download for free via the Apple Store or Google Play Store.

The brand will exhibit at Beauty Expo for the first time and are looking to collaborate with salon owners open to housing a fresh lipstick offering in their businesses.

Amplified Beauty’s in-salon levitating lipstick stand

4. Esthemax Professional

Calling all Hydrojelly mask lovers – this one’s for you! Making waves with their delectably addictive social videos, where bright gooey masks are slathered on clients’ faces, is Aussie-based, USA made brand Esthemax Professional. 

The brand’s famous mask line is designed to deliver electrolytes into the skin to maximise hydration and improve overall skin health. Esthemax’s product portfolio also features ampoules and accessories designed for in-clinic use.

Australia is just one of 50 global distributors of the brand across a channel of salons, spas and clinics. Chat to the team this weekend to learn more on one of the most Instagrammable treatment offerings out!

Esthemax Professional Hydrojelly Mask

5. Runway Room

If you’re not immediately drawn to Runway Room for its gorgeous product packaging, perhaps founder Alex Fevola’s story as a former makeup artist will lure you in instead.

Since its inception into the market 10 years ago, Runway Room’s vision has been to provide a luxury makeup service and product line to “everyday people”. The Australian brand is also proudly sustainably made. 

The business hosts an array of services via a bricks-and-mortar salon in Sorrento, VIC. Mobile services are also on offer to suit clients looking for bridal, formal, and other special occasion makeup.

If you’re looking for a new makeup offering at your beauty space, consider Runway Room a one-stop-shop.

Runway Room is an Australian, sustainable beauty brand

Plus, don’t forget to visit Professional Beauty’s stand at Beauty Expo 2022!

Team PB will be set up at Stand L132.
Drop by to say ‘hi’ and pick up a copy of our latest issue!

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