The second edition of Cosmoprof North America – Miami Edition has solidified its strategic role as the opening event for the beauty industry in 2025, though not without challenges. Pier Giorgio Scrimaglio, General Manager at Estetica Export, who attended the event, shared his assessment, highlighting the opportunities it presented.
A Selective Attendance
Attendance at the fair did not fall short of expectations despite the unseasonably cold weather in Florida, with temperatures dipping to 8-9°C (46-48°F). A shared perspective among participants highlights the high-quality audience, primarily consisting of well-prepared distributors and buyers, particularly from South America. Brazilian participation stood out, driven by delegations organized by ABIHPEC, alongside significant representation from leading Mexican distributors.
“I met new distributors, including some from South America, particularly Peru, and a U.S. distributor from Kentucky who also operates in the Middle East. I was happy to reconnect with Vladlena Peschanska, the U.S. distributor for Orising USA. Unfortunately, due to bad weather, there were some appointment cancellations, but I am already looking forward to the next edition to reschedule with my contacts”
— Ioana Stef, Orising
“I am definitely satisfied, just like last year. This second edition confirms itself, and I can already say I’ll be back next year. It’s the best trade show for Central and South America, and compared to others, the quality of attendance is very high. A positive fair”
— Daniela Colleoni, Vitalfarco
A B2B Fair: Products and Distributors in Focus
Cosmoprof North America – Miami edition distinguished itself with its exclusive B2B focus, avoiding hairstyling shows or demonstrations instead of on products, private labels, and partnerships between manufacturers and distributors. “The overall quality of offerings was very high, with technically flawless products and fewer entry-level options,” Scrimaglio emphasized. This level of quality reflects the growing need for professionalism and intense preparation to achieve tangible results.
Companies that came prepared with appointments and targeted strategies reported good outcomes, as confirmed by major players like Pettenon. With over 800 exhibitors, Cosmoprof Miami reaffirmed its importance as a platform for networking and strengthening business relationships.
“In general, we received excellent feedback, especially as we were awarded the Product Award for the launch of our line, Golden Blond. Regarding attendance, it was fairly good, considering it is a B2B trade show where only industry professionals are admitted. The audience was very diverse, particularly from Latin countries, alongside a strong presence of professionals from the southern United States”
— Erminio Borrelli, Punti di Vista
“Cosmoprof Miami 2025 offered a great chance to reconnect with clients and explore market trends. We confirmed strong demand for bleaching products and noted growing interest in barbering and styling. Despite lower-than-expected attendance from South America, we engaged with new markets and are optimistic about future collaborations”
— Vittoria Condemi, Industrie Pagoda
“Extremely positive impressions from a B2B perspective. The people I met were distributors and importers, precisely the clientele we need. There was a strong presence of Italians who noted that the event has grown, not only in the hair sector but also in cosmetics and nails. As a visitor, I had appointments with some key people, and it’s an experience worth exploring further. The fair’s location is much more convenient for operators from South America”
— Giuseppe del Frate, Azienda Kaaral
Private Labels and Sustainability Take Center Stage
Another defining feature of the event was the strong presence of manufacturers offering private label services, such as Industrie Pagoda, which specialises exclusively in third-party production. This segment requires attendees to approach the fair with clear, well-defined goals to maximise opportunities.
Sustainability also took the spotlight, with green products dominating the scene, largely thanks to the Brazilian delegation. This trend underscores the increasing importance of eco-friendly solutions in the beauty industry.
“There is clear growth and improvement in numbers compared to the first edition. The visitors’ origins were highly diverse, from the U.S. and Central and South America. Additionally, there was strong interest in private label manufacturing, positioning this event as a serious and promising platform for distributors to engage with companies like ours.”— Andrea Laudando, Screen
Italian Presence and Focus on Latin America
Italy emerged as one of the most prominent participants at Cosmoprof Miami, with a well-organised delegation supported by ITA (formerly ICE), which facilitated valuable networking opportunities, including an Aperol Spritz event celebrating Made in Italy. This strong Italian presence aligns with one of the fair’s main objectives: strengthening the connection between North and South American markets.
Leveraging Miami’s strategic geographic location as a gateway to Latin America, the event gave Italian and European brands a unique opportunity to expand into a growing market with increasing demand for innovative and sustainable products. Spain and Brazil also played key roles, emphasizing the fair’s importance in fostering international collaborations.
“It was a very positive trade show in terms of participation from Latin American and Caribbean countries—regions closely connected to Miami. There was a significant presence and numerous contacts looking for new brands and ideas. However, there was limited attendance from U.S. distributors.”
— Luca Maraschini, South America Manager, The Kirschner Group
The trade show is still “young,” being only in its second edition, but there is noticeable interest, especially from European companies and major Latin American players. The larger exhibition space likely diluted the perception of the good number of qualified visitors reported by the organizers. For future editions, we hope Cosmoprof will focus more on promoting the event to U.S. operators.
— Chiara Fusaro, It&ly Hairfashion
I enjoyed the trade show. It is a fair mainly dedicated to Latin Americans, a good show, and I will return. Compared to many others, it stands out.
— Luigi Marianella, Kléral System
Concerns About Tariffs and U.S. Trade Policies
A recurring topic among exhibitors and distributors at Cosmoprof Miami was apprehension about potential trade policies under the new U.S. administration. The prospect of increased import tariffs has raised concerns, particularly for European and South American companies heavily reliant on the U.S. market.
“These questions are on the minds of every company working with the United States,” noted Scrimaglio. Despite the uncertainties, the fair’s atmosphere reflected resilience and determination, with many participants using the event to strengthen existing relationships and prepare for potential regulatory changes. This adaptability demonstrates the beauty industry’s ability to find innovative solutions, even in a challenging context.
“This second edition of Cosmoprof Miami was noticeably richer and more engaging in terms of both exhibitors and visitors. The U.S. market remains highly appealing, though its complexity and the investment required to enter it adequately continue to grow”
– Giannantonio Negretti, Beautyconvalley
“As a visitor and importer in the professional sector, I found Cosmoprof Miami interesting, particularly for its strategic position as the first showcase of the year for launching new products. The event is well-organized and, despite its focus on the American market, has the potential to become an international reference point. The American beauty market is highly competitive and technologically advanced, but local brands often need to adapt to the regulations and distribution dynamics of European markets, which are more fragmented and traditional. Following the latest U.S. elections, industry players are paying close attention to tariff policies and exchange rates. Innovation, personalisation, and sustainability remain the keys to success, while we all eagerly await “the next big thing” in the beauty sector.”
– Luca Briganti, Morocutti
Future Prospects
Despite the difficulties, Cosmoprof North America – Miami Edition has proven that the beauty industry continues to improve and adapt. “2025 begins with a raised bar,” said Scrimaglio, emphasising that preparation and innovation have become indispensable for success. “I was delighted to see many distributors confirm their presence at Bologna,” he added, underscoring the connection between Cosmoprof Miami and the broader international trade fair circuit.
Cosmoprof Miami has established itself as a vital event for the U.S. and Latin American markets, offering an exclusive stage to consolidate relationships and develop new opportunities.
