You arrive at the Donald E. Stephens Convention Center and pass the iconic rose that welcomes guests as they’re dropped off. You follow the pounding music and throngs of people inside, where you find yourself in a sea of the major trends shaping beauty now—stylists sporting hair gems, cosmetologists creating drama with metallic accents, techs with masterfully sculpted stiletto nails. You, an esthetician, are at America’s Beauty Show (ABS) and you’re glowing. Here’s your guide.
Rubbing Elbows with Big Brands
First things first, I needed to find our people in the skin care section. Attendees who needed help getting their bearings could always find their way by keeping an eye out for the brands they knew were exhibiting (Repêchage had a particularly stunning set-up this year.) As I picked my way across the expo floor, I made sure to stop at booth demonstrations. Skin Script intentionally sets up a booth that’s half-sales-half-play, Bonblissity demoed one of their scrubs and those who were lucky got a chance to see SmartSKN’s robot at work. It can be easy to get a little star-struck watching these products at work, so attendees should make sure to come with their thinking caps, armed with their most pressing questions to take full advantage of having one-on-one time with the product educators there.
Keep the Continuing Education Coming
While attendees walk the cutting-edge of the industry, they should keep a careful eye on the clock: there might be a can’t-miss class coming up. This year, ABS’ curriculum was jam-packed, with courses on everything a skin care professional could ask for, from acne to microblading. Attendees can check classes on the ABS site, which will show them the schedule, as well as how many CEU credits they receive from participating. Class capacity is first-come-first-serve, so attendees with their heart set on a particular one should plan to come early!
Network Building
The best part of events like these come from the people we meet. This industry wouldn’t be as vibrant or as innovative without the brilliant estheticians and cosmetologists coming together to share tips and build lifelong connections. A stranger today could be a valuable resource tomorrow, so attendees should always have their IG handle and ice-breakers ready. Attending events like ABS are the number one way of getting an accurate snapshot of the industry: what new products are on the market, what regulatory news has spas going to the drawing board and what techniques are currently in vogue.
Considering ABS’ roots can be traced back to the hair industry, it can be easy to wonder if it’s a worthwhile show for estheticians to attend. After all, it does mean giving up some prime appointment days and a day off while budgeting for travel expenses. However, local estheticians would be hard-pressed not to attend ABS—the rare opportunity to convene with skin and spa’s dynamic community is worth it in itself, and with its stacked CEU curriculum, this event is a terrific opportunity for spa professionals to elevate their industry game.
I’m starting my countdown now, we only have a year to go until 2026!
