Born in the USA [EsteticaExport] - 2019

EsteticaNetwork

An exclusive selection of the best hair products made in the United States of America for leading distributors (ed.1/2019)

BORNINTHEUSA

AN EXCLUSIVE

SELECTION

OF THE BEST

HAIR PRODUCTS

MADE IN THE USA

FOR LEADING

DISTRIBUTORS

http://bit.ly/best-in-export


Funding Your Power to Perform

APRIL 18-20

americasbeautyshow.com | #americasbeautyshow | 800.648.25O5

Photography: @luis_alvarez_babylisspro; Hair: @annbray @lesliewilson_aquage; Haircolor: @nicole_fowler_aquage; Barberology Design: @andyauthentic

Makeup: @dutchpolaroid; Nails: @life.of.nailartist for Morgan Taylor; Fashion Designer: @lorysunartistry

Americas Beauty Show is a registered trademark of Cosmetologists Chicago.


AMERICAN BRANDS YOU

SHOULD KNOW ABOUT

i

PUBLISHER AND MANAGING

DIRECTOR: Roberto Pissimiglia

EXPORT BUSINESS

DEVELOPMENT MANAGER:

Pier Giorgio Scrimaglio

pg.scrimaglio@estetica.it

CIRCULATION MANAGER:

Elena Flaugnatti

e.flaugnatti@estetica.it

LAYOUT: Manuela Artosi,

Davide Cardente, Marina Gallea

MANAGING EDITOR: Marie Scarano

Advertising Head Office:

Corso Cairoli, 16

10123 Torino (Italy)

Tel.: +39 011 83921113

Fax: +39 011 8171188

adv@estetica.it

Edizioni Esav s.r.l.: Via Cavour, 50

10123 Torino (Italy)

Tel.: +39 011 83921111

Fax: +39 011 8125661

info@estetica.it

ONLINE

info@estetica.it

pec@pec.estetica.it

www.estetica.it

Welcome to the latest edition of this special 'Born in the USA',

a publication designed to provide detailed information on leading

companies of professional beauty products of North American

origins to clients and distributors around the world. Here you can

find detailed information about these brands that offer an

extraordinary portfolio of quality products with a history of success

in various countries around the world.

This select group of companies has contributed to making 'Made

in the U.S.A.' one of the most recognized and respected labels in

the world of professional beauty globally: there is an introduction

to the history of the brand and its evolution and growth, its key

markers of success in the beauty sector, and focus on some star

products that have just recently been launched or are already

favourites. Moreover, the reader will get a sense as to why these

companies continue to be at the forefront, with strong reputations

and international recognition, promising further success in our

industry.

PRINTED IN ITALY. Registration n. 435 of

7.4.49, Turin Law Court. All rights reserved.

Reproduction in whole or in part of texts or

photography is prohibited. Manuscripts,

photographs and art are selected at the

discretion of the publi sher free of charge

(advertising exclu ded). Whether published

or not, no material will be returned and

remains the property of the publishing house,

which may make use of it as seen fit. This may

include the withdrawal of publication rights

to other publishing houses. Estetica requires

exclusive publication rights in the hairdressing

sector for all photography submitted which

must not therefore be offered for publication

to other magazines in the hairdressing trade

or industry.

Updated version March 2019

Nowadays the companies that represent 'Made in the U.S.A.' are

present on the main markets around the world and future prospects

are more positive than ever: in a global market such as haircare

- which forecasts growth between now and 2024, reaching as

much as USD 112.57 billion by 2023 and with an average CAGR

between 3.35 – 4.1%. - there are more and better opportunities

for export, with greater potential in the Asia-Pacific markets, but

also in Latin America, Middle East-Africa, and of course, Europe.

What does it take to become a globally successful company?

A perfect combination of research, development and innovation, a

catalog of products marked by excellence, the right quality / price

ratio, continuous investment in marketing and communication,

adaptability, speed and flexibility, an accurate selection of distribution

channels, closeness to different international partner ... It will take

planning and hard work, but Estetica’s Born in the USA is a great

place to start!

BORNINTHEUSA


FACTS & FIGURES

A WORLD

OF BEAUTY

Figures differ, but the global hair care market is expected to

grow between now and 2024, reaching as much as USD 112.57

billion by 2023 and with an average CAGR between 3.35

– 4.1%. So the outlook is positive over the next five years.

We shouldn’t be surprised. Although many tend to

think that the beauty industry caters mostly to the

glamorous or VIPs, the truth of the matter is that it

is also built on the products and services that help

everyone look their best. Within this single sector

there is a vast number of diversified segments

that reach far beyond just make-up, hair color, and

perfume… touching everything from skin cleansers

and shampoos to ear and nose hair clippers, mani

e pedicure enamels and tools, even furnishing and

salon outfitting. We must take into account that the

term ‘salon’ can be pretty generic, as many establishments

also specialise as barber shops, waxing

franchises, massage franchises and more. This

means that the possibilities are endless.

Social media and digitalization have also upped the

ante, as the world is becoming smaller and smaller,

making it is easier to reach new clients and markets

than ever before. And for a company to grow, it is

important to understand what is happening not only

on local or domestic markets, but on international

markets as well.

How is the hairdressing industry faring in the

Americas, in Europe, Australia, and Asia? Who is

importing and who is exporting? How globalised is

the market? How can a company decide where to

venture next and what products or services to offer?

GLOBAL GROWTH

The hair and beauty industry is creating growth

opportunities for suppliers and manufacturers of

hair care products, as confirmed by market players

who are expanding their operations in developing

countries like China and India, where the hair care

industry is booming.

Europe accounted for the largest market share of

about 34.5% in the global haircare market, most of

which can be attributed to the presence of developed

economies such as the U.K., Italy, and others. The

Americas accounted for the second largest market

share, while Asia Pacific is expected to grow at the

fastest CAGR of 3.81%. The presence of promising

opportunities and economies that continue to

develop are driving the market within this region.

In any case, it has been noticed that even though

consumers may become more price conscious

during times of economic difficulties, they never

actually stop spending altogether. And in markets

like China and India, where the middle classes are

growing, especially in major cities, there is more

disposable income than ever, making them viable

prospects, especially for specific lines of products.

Zion Research confirms that Asia Pacific is

projected to be among the fastest growing

regions, owing to young people who prefer to

invest in health and wellness services, personal

appearance, and activities offering peace of mind

and relief from stress. Also, owing to droves of the

rural population moving to metropolitan cities and

the rising disposable income of people in countries

such as China, Japan, and India, spas and beauty

salons services in this region are expected to grow.

For example, Cosmetica Italia’s Beauty Trend

Watch September 2018 Report states not only that

China is the country with the most rapid growth

rate in the world in the beauty sector, but that


GDP FOR FORECASTS

BY AREA AND WORLD TRADE

(REAL VAR.%)

2018 2019

Consolidated economies 2.1 1.7

USA 2.9 2.3

Euro Zone 1.9 1.2

Japanese 0.7 0.7

Italy 0.9 0.5

New economies 4.6 4.2

China 6.6 6.0

Middle East 1.7 2.1

Central Europe 4.3 3.2

Russia 1.6 1.5

Latin America 0.9 1.4

World GPD 3.7 3.3

World trade 4.1 2.9

Source: Prometeia

58% of the Chinese declared their penchant for

a more expensive product, while 36% of Chinese

consumers opt for premium brands. These are

consumers who live by the principle: you get what

you pay for!

THE “ME & THE PLANET” TREND

The bespoken and eco-sustainable markets will

most likely be driving most of the haircare market

worldwide. For an article written for ww.forbes.

com, Richard Kestenbaum isolates three

circumstances unique to the beauty industry in

general: 1) women are exploring new products

and brands, seeking out artisanal and natural

products; 2) young independent brands and

entrepreneurship are causing a surge in creativity;

and 3) beauty multinationals are acquiring smaller

companies at high values because they feel

threatened by what consumers want nowadays.

Then we must take into consideration the

differentiation of products within each segment to

meet the needs of specific skin tones, textures,

allergies, age, hair type, color, and gender.

The website www.cosmeticsbusiness.com notes

that these small, niche brands are catering more

and more to personalised needs and offering

customised solutions, mostly because they are

more in touch with consumer lifestyle choices.

These targeted products are not developed

IN THE KNOW...

What are the keys to success

in international growth?

The key is to have a strategic international

market approach, making sure that every

brand has what it needs to be sold successfully

in each market. This includes registration,

customer service and logistics. Then the

plan must be implemented by a team who

understands the culture and the needs of the

territory in question. In this way, we maximize

all opportunities and avoid mistakes.

What challenges does an American

company face when distributing overseas?

The biggest is continuity in servicing an

international partner successfully. We see

many inexperienced companies trying to

build international business on their own.

Unfortunately, an unsuccessful first-time

positioning of a brand in an international

market can seriously compromise its future

in that market. “You only have one opportunity

to make a first

impression.”

Which markets

are most promising

today?

It depends on the

brand and their

products. For example:

Asian territories love

whitening skin

products, while

Europeans look

For the complete interview

with Paolo Rezzara, visit

www.esteticamagazine.com

for tanning products.

Electrical products are

more difficult to sell

in Asia, because they are produced there.

In general, Europe is still the leading

international market, but there is a strong

increase in Asia, and Latin America is still

a good market for many lines.

Paolo Rezzara

President

The Kirschner Group Inc.

BORNINTHEUSA

3


FACTS & FIGURES

GLOBAL HAIR CARE MARKET SHARE BY

REGION, 2016 (%)

MEA

LATIN

AMERICA

ASIA PACIFIC

EUROPE

www.grandviewresearch.com/industry-analysis/hair-care-market

Indagine congiunturale 7/2/19 Pagine 2 e 14

NORTH AMERICA

solely for the salon professional. Today common

consumers are increasingly savvy in their selection

of purchases, experimenting with different products

before settling on something that works for them

– whether it be a shampoo or even a particular

salon – and deciding on a brand that they will stick

with loyally. So producers tend to differentiate

not only product performance, but also take into

account demographic markets, price points, and

manufacturing processes.

Moreover, with the sharpening awareness of climate

change and other ecological issues, many people

are seeking out organic foods and products. This

shift in market demand also presents a challenge

for manufacturers to adapt existing products and

develop innovations to second the growing health

concerns of consumers. This means that the hair

care is continuously engaged in research and

development to formulate new, more effective and

safer products. One result is that over the past few

years, herbal hair care and other niche segments

have been gaining a foothold and increasing in

popularity because of consumers’ heightened

awareness about the ill effects of harsh chemicals

and substances. (www.statista.com)

Indeed, consumers worldwide are opting for products

that guarantee no animal testing or are all natural or

organic. And today more than ever, consumers are

willing to pay a premium for niche products that give

them precisely what they want.

Labels are increasingly flaunting ingredients such

as aloe, avocado, honey, almond and coconut oil

in hair care formulations for products that sound

good enough to eat. In markets like India and

China, with their age-old traditions in herbal health

and beauty remedies, consumers are shunning

chemical ingredients with complicated names for

natural oils and botanicals and companies are

taking the hint, opening laboratories on site to

benefit from this know-how.

The website www.euromonitor.com claims that

the growing demographic of senior consumers is

becoming a strategic priority for beauty players.

According to the data published by WHO, the global

population of 65 years and above is expected to rise

from 7% in 2000 to 16% in 2050. Aging causes loss

of volume, hair thinning, and dryness due to less

oil production. There will therefore be an increase

in the demand for products to cover grey hair, add

shine and softness. China has already confirmed

a rising demand for colouring owing to this ageing

demographic, marked by a huge growth for this

service in the men’s category, especially in the age

group 35-45.

SPEAKING OF COLOUR

Hair color is expected to witness the fastest growth

with a CAGR of 3.81% over the forecast period owing

to the changing fashion trends. These products

have gained popularity and visibility among female

and male customers alike thanks to celebrity

endorsements. Advertisements on social media

platform, televisions and other platforms have a

huge impact on end-users. Moreover, increasing

penetration of national and international salons in

Tier II and Tier III cities in the Asia Pacific, EMEA and

North America regions is expected to increase the

demand for the colors.

According to www.klinegroup.com, stand-alone bond

builder treatment services also saw double-digit

growth in the UK and Ireland. “This is not really


surprising given that it has become a necessity

due to the current trend of hair color extremes,”

comments Paula Gottdiner, project manager at Kline.

Indeed, given the popularity of color service worldwide,

products designed to provide color-related benefits

are also demand. For example, shampoos for color

care comprise 25% of all category sales.

THE DOWN-UNDER REPORT

The website https://industryarc.com reports that

the Australia is going through a period of relative

stagnation, most likely due to weak household

income growth and declining consumer sentiment

that hindered revenue growth over the period.

According to www.mordorintelligence.com, part

of the problem may be a highly competitive and

mature market space for hair care, highly unique

preferences, and even an increased awareness and

tendency to shun products with one or more harmful

ingredients, including silicones.

According to www.statista.com, the market forecast

envisions 0.7% annual growth (CAGR 2019-2023),

which is in any case much lower than the expected

overall global growth of 3.35 – 4.1%.

Yet ever optimisitic, the Australian Goverment

published a report (https://www.austrade.gov.au/

International/Buy/Australian-industry-capabilities/

consumer-goods) declaring that, while the Aussi

economy may be a bit sluggish, consumers worldwide

are instead responding well to the purity and quality

of Australian products – including anything from

body and hair produts, sunscreen, and anti-ageing

products.

“Australia’s harsh environment means products have

to contend with varying climatic conditions, such as

1

US

$12.7bn

+1

3

Brazil

$6.5bn

+8.5

5

Germany

$3.3bn

-0.1

2

China

$7.6bn

+1.6

4

Japan

$5.8bn

-2.6

intense sun exposure and extreme humidity. As a

result, Australia is a highly respected supplier of sun

protection and sunless tanning products that are

recognised for their adherence to stringent standards

as well as their anti-ageing properties.”

Ethical consumerism is also boosting the demand,

and it so happens that Australia is recognised by

consumers as having a clean and green environment

where quality natural products manufacturers can

source local botanical ingredients like tea tree and

eucalyptus. Here key growth can be found in hair

products, men's grooming products, baby products,

dermatological products, aromatherapy, natural

products and sun care.

BLUE SKIES OR STORMY WEATHER?

The only potentially dark cloud hanging over all

import-export activities now is the uncertainty

of the effect of customs duties being proposed

by the Trump administration. The website www.

cosmeticsbusiness.com reports that following the

decision by the Trump administration to levy tariffs

on steel and aluminium exports on key trading

partners like the European Union (EU), Canada, and

Mexico and resulting retaliatory protective duties

being applied to American exports puts the USA

personal care product industry between a rock and

a hard place.

The same is true for the industry in the Eum with

the European Commission immediately publishing a

regulation that would authorise duties that may be

in force as soon as 1 July.

Personal Care Products Council (PCPC) criticised

the Trump administration’s policy, also because

cosmetics and personal care products companies

rely heavily on open markets. To this view the

council emphasized that: “vibrant international

trade is critical to the strength of our industry and

enhances our ability to expand manufacturing and

employment, and to create the innovative products

that consumers around the world trust and enjoy.”

(www.cosmeticsbusiness.com)

All we can do at this point is wait and see.

BORNINTHEUSA

5


ANDIS

COMPANY

AMERICAN INNOVATION

& PERFORMANCE

Andis Company, based in Sturtevant, WI, has

been designing and producing professional tools

in the USA for nearly 100 years. In fact, several

of its iconic tools like the Master® clipper and

T-Outliner® trimmer are synonymous with

American barbering.

Since its founding, this family-owned company

has never lost sight of developing hair clippers

and trimmers that excel in performance, quality

and durability.

“At Andis, we continually search for ways to

improve the clipping experience for professionals.

From the latest in lithium-ion batteries, to longerlife

and more powerful brushless motors, our

tools are designed with technology that

performs,” said Matt Andis, co-president.

Andis global headquarters in Wisconsin houses

some of the most advanced manufacturing

technology in the world. This equipment is put to

use daily to create the best tools in the industry

– making products that hold up to heavy-duty

professional use, day after day, year after year.

For four generations, Andis has maintained a

tradition of excellence recognized by hair

professionals around the globe. Its clippers,

trimmers, blades and accessories are available

in over 90 countries via its authorized distributor

network.

“We strive to help barbers and stylists around

the world build their businesses. We are

committed to creating and delivering world-class

professional education focused on clipper cutting

techniques and emerging trends,” said Andis.

ABOUT US

Company Name:

Andis

Company

Company Address:

1800 Renaissance

Blvd., Sturtevant WI

53177 USA

Website:

andis.com

Leadership:

Matt K. Andis,

Co-President

Laura Andis Bishop,

Co-President

(Privately Held)

Main Brands:

Andis

6 BORNINTHEUSA

Barbers and stylists

around the world rely

on Andis clippers and

trimmers to bring their

artistic vision to life.

The company knows that reputation is everything

in the hair industry, and its professional products

are engineered to ensure that they empower the

artistic vision of every barber and stylist.


BLOWPRO

WHEN BLOW-OUTS BLOW UP

THE INDUSTRY IN SUCCESS

The professional blowout officially became a

sensation in 2005 when Stuart Sklar, former

VP of Marketing at L’Oreal, opened Blow on

14th Street in New York City. The service,

which recalled the halcyon days of the weekly

wash’n’set, had been trending in salons for a

couple of years, but Sklar was quick to recognize

the long-term business potential of a service

that offers a transformative experience, yet

doesn’t cost an arm and a leg. By 2008 Sklar

had added a line of styling products called

Blowpro, which was designed to deliver easier,

faster and longer-lasting results, to the mix.

Then in 2014, Basim Shami, owner of Beauty

Elite Group, acquired Blowpro, expanding the

wet line and adding styling tools, a natural fit

for the former CEO of Farouk Systems, which

introduced the now iconic CHI dryer. Recently

Blowpro broke ground on a new education

center –onsite education is scheduled to begin

in 2018– and implemented a new salon

partnership program.

Mr. Shami is known

extensively for his

contribution in the

beauty industry.

8 BORNINTHEUSA

ABOUT US

Company Name:

Blowpro

Company Address:

20411 Imperial Valley Drive

Houston, Texas 77073 - USA

Tel. +1 281.872.8030

Email: info@blowpro.com

Website:

www.blowpro.com

Founded in:

2008

President/CEO:

Basim Shami

AN EXPLOSIVE INCEPTION

Since the beginning, the company has been

committed to helping salons build their

business using the Blowpro brand, combining

a passion for superior products and innovative

technology with meaningful education to

become a leader in the category. Now with

Blowpro Drybars in Macy’s flagship store in

New York City and at Nordstrom’s in Los

Angeles, Puerto Rico and Chicago, the company

knows how to brand and support its partners,

which includes franchising opportunities for

entrepreneurs both in and outside the United

States.

Partnering with Blowpro offers enormous

benefits, including print advertising in major

hair and beauty magazines, digital advertising

to increase brand awareness online, and social


media advertising with targeted ads and fresh

content that increase followers and

engagement. Branding materials include

everything from chair back covers and mirror

clings to posters, capes, towels and stylist

aprons. Meanwhile, stylist prescription pads

make it easy to recommend retail products in

the Blowpro line of shampoos, conditioners

and products that prep, style, finish and refresh

hair. What’s more, clients can purchase tools

from the Click N Curl by Blowpro line of blowdryers,

curling irons, flat irons and brushes to

maintain their hair between visits.

One thing the company understands is how to

attract new customers and keep them coming

back again and again. Consider these

statistics: 80 percent of consumers are willing

to sign up for loyalty cards in exchange for

deals and discounts, while 81 percent of

consumers are more likely to continue doing

business with brands that offer loyalty

programs. Millennials, on the other hand, are

2.2 times more willing to pay a premium for

products and services if they can earn loyalty

and reward points, like one free blowout for

every 10.

Referral programs –clients get one free service

when they refer three friends– also work to

bring in new business. Studies show that

nearly 75 percent of women would be happy

to refer their friends to a loyalty program.

Salons can also create a social hub by

REASONS WHY

To support distribution, Blowpro

introduced the academy in 2010

Blowpro opened its first Nordstrom

blow salon in June 2012

Blowpro is devoted to the art of

the perfect blowout. They identify

and attract the best talent to

support that vision

Blowpro built a cult following of

blowout-obsessed women

Their philosophy stems from the

belief that every woman not only

looks, but also feel better with a

great blowout


BLOWPRO

encouraging clients to post online reviews or

“like” them on Facebook, activities that can

help them earn points toward free services.

What’s more, Blowpro membership programs

encourage multiple visits by offering specific

services or packages for a monthly fee, say

$150, that give clients access to one blowout

per week, discounts on additional services

and retail products, a free blowout and full-size

products on sign-up, free birthday and

anniversary gifts and much more.

Coming soon are new launches, like the Pink

Edition Titanium Iron and Dryer, the Body by

Blowpro Titanium Dryer, and the Pink Faux Dry

Caddy of travel-sized products (customers get

one free for every three they buy). Basel

Badran, Blowpro’s General Manager, is

optimistic about the future, telling CEW Beauty

Insider, “The blowout industry hasn’t matured

yet, and we’re proud to be at the forefront.”

10 BORNINTHEUSA

STAR

PRODUCTS

After Blow

Offers seriously strong

hold via a seemingly

light-finishing spray; its

pure protein blend dries

quickly for blocking

humidity and fighting

frizz firsthand. Its copolymer

system is a

weightless strong-hold old

formula with the power

to set style and keep

it that way all day long.

While a phytokeratin

complex of soy, wheat

and corn proteins

works to strengthen

and condition hair, rice

protein revitalizes hair

leaving it nourished,

moisturized and vibrant.

Make sure hair is

styled perfectly before

using one continuous

motion over the head to

spraying and walk away.

Best not to meddle

with the drying process

until its set. Evoking

Cindy Crawford’s Pepsi

commercial hair then,

and now her new

one for this year’s

SuperBowl, After Blow is

an idea final touch.

Styling Blowpro

Titanium Flat Iron

Blowpro's blowout

experts have created

a flat iron to give rapid

results with Rapid Heat

Technology! It heats up

to 425 degrees within

60 seconds! Built with

titanium plates, seals

hair cuticles, preventing

split ends, and reducing

frizz, helping to retain

hair's natural hydration

and color. It also has

an adjustabe auto shut

off timer to keep you

safe in those rush rush

times! Quick and easy

and super cute with the

sleek, matte feel giving

you a better grip while

achieving perfect and

smooth hair.

Mane Tame

This multitasking gamechanger

is a Blowpro

best-seller. It defines

style and texture as

a weightless and

greaseless grooming

pomade for polishing

and smoothing hair

while providing residuefree

hold. Soy proteins

increase resiliency while

silk amino acids add

softness. Ladies with

long locks should apply

post-blow from mid-hair

shaft to the tips for

creating loosely defined

waves or a piece-y look;

for short styles needing

added texture with

minimum maintenance,

apply to clean, damp

hair before drying. Add a

dab to a ponytail to keep

straying strands in place.


BOSLEY

PROFESSIONAL

THICKER, FULLER-LOOKING

HAIR AND A HEALTHY SCALP

Recognizing that salon professionals are often

the first line of defense for women and men with

quality of hair issues, Bosley Professional

Strength provides stylists with effective solutions

for any client who struggles with fine, thinning, or

weak hair. Bosley Pro’s comprehensive product

line includes daily-use hair and scalp cleansing

and treatment systems, volumizing styling

products, healthy hair scalp and hair treatments

and Minoxidil re-growth treatments and the

unwavering mission of serving hair and scalp

health doesn’t stop there.

In 2018, Bosley Pro introduced a “healthy hair

from the inside out” program by launching

specialized formulas of ingestible supplements

uniquely designed for the specific needs of men

and women. Debuting for 2019, Bosley Pro

Alan Stockman heads

up the company with

more than 25 years

of experience in

professional beauty.

12 BORNINTHEUSA

ABOUT US

Company Name:

Bosley Professional

Strength

Company Address:

171 W. Orangethorpe Ave,

Suite A, Placentia, CA, 92870

Tel. 1-800-267-5391

Website:

bosleypro.com

Founded in:

2009

President/CEO:

Alan Stockman

Main Brands:

BosRevive, BosDefense,

Healthy Hair Treatments,

Volumizing & Thickening

Styling, Hair Thickening

Fibers, Vitality Supplements

raised the bar on scalp health with the launch of

Rejuvenating Scalp Scrub – a physical exfoliant

treatment with activated bamboo charcoal to rid

the scalp of follicle clogging debris. In the styling

category, Volumizing and Thickening Styling

Mousse join the Bosley Pro styling lineup for

instantly fuller looking hair.

BOSLEY DOCTOR-RECOMMENDED SOLUTIONS

Bosley Professional Strength is a partnership

with Bosley, Inc. – the world’s most recognized

hair restoration experts. That direct association

allows Bosley Pro to work with some of the most

knowledgeable hair-loss physicians in the world.

In addition, Bosley Pro products always include

beneficial ingredients for the hair and scalp.

Formulas are vegan, sulfate-free, paraben-free,

phthalate-free and focused around Bosley Pro’s

LifeXtend Complex with DHT inhibitors, wellknown

as a hormone linked to hair loss.

Bosley Pro’s guaranteed-results 30-day starter

kits, combined with Follicle Energizer, are an ideal

regimen for any man or woman looking to positively

impact hair density. And a great companion to the

topical products are the ingestible supplements

for men and women for healthy hair from “the

inside out.” Award winning Bosley Professional

Strength hair care is the “go-to” choice for

professional stylists and their clients, or anyone

struggling with fine, thinning, or weak hair.

Based in Placentia, California, the company is led

by industry veteran and company President Alan

Stockman. Bosley Professional Strength is

available in professional beauty salons, barbershops

and select specialty beauty retailers

including Ulta, nationwide and in over 20 countries.


AVEC DU CHARBON DE BAMBOU NATUREL

NEW

SCALP.

REBOOT.

WITH NATURAL

LBAMBOO CHARCOA

WITH NATURAL

LBAMBOO CHARCOA

©2019 Bosley, Inc. Beverly Hills, CA 90212 | All Rights Reserved. | Printed for Scientific Hair Research, LLC.

REJUVENATING SCALP SCRUB

Fuller, thicker-looking hair begins with

a healthy scalp. Bosley Professional

Strength Rejuvenating Scalp Scrub is a

gentle, color-safe charcoal-infused scalp

exfoliating treatment that detoxifies,

rejuvenates and invigorates the scalp.

Give the scalp a reboot!

BEFORE

AFTER

FOR WOMEN & MEN · PARABEN, SULFATE & GLUTEN FREE

FREE OF SYNTHETIC DYES & FRAGRANCE · VEGAN & CRUELTY FREE


Celeb

Luxury LLC

Winning with the truth

about haircolor fade

Celeb Luxury continues to expand rapidly since

being recognized last year as the most innovative

hair product and named TOP HAIR PRODUCT of

2018 at Cosmoprof Bologna, the first American

company to receive this prestigious award.

Stylists and their clients in 19 countries are

obsessed! Today the company proudly delivers

the original, fade-busting color depositing

shampoos and conditioners with built-in bond

rebuilder to counteract the effects of bleaching

and haircolor, to the US, Canada, Sweden,

Leland Hirsch is

a pioneer in the

creative and scientific

development of

beauty products, an

authority on haircolor,

thought-leader and

industry innovator.

about uS

Company Name:

Celeb Luxury LLC

Company Address:

6545 Nova Drive Suite 201,

Davie, FL. 33317

Tel. 954-763-0333

Email: info@celebluxury.com

Website:

www.celebluxury.com

Founded in:

2015

President/CEO:

Leland Hirsch

Founder/Owner:

Leland Hirsch

VP, General Manager:

Cindy Orr

Number of employees:

30

Main brands:

Viral Colorwash, Viral

Colorditioner, Gem Lites

Colorwash, Gem Lites

Colorditioner, BondFix

Norway, Finland, Denmark, Germany, United

Kingdom, Germany, Switzerland, Spain, Italy,

Malta, South Africa, Russia, Guatemala,

Lithuania, Czech Republic and most recently

Trinidad. It's a global revolution!

The FIRST TO TRULY STOP COLOR FADE

As global interest in haircolor explodes, the

challenge is real when it comes to stopping

haircolor fade, but not for Celeb Luxury. Celeb

Luxury founder Leland Hirsch is a pioneer in the

creative and scientific development of beauty

products, an authority on haircolor, thoughtleader

and industry innovator. Leland is known

as the first influencer’s “influencer” because for

decades he worked with amazing photographers,

models and beauty editors for magazines such

as (Vogue, Harpers Bazaar and Glamour among

others. Leland started in the Beauty Industry at

the age of 15, mixing batches in the lab at his

uncle’s haircolor company. In the 1970s -1980s,

Leland was a Developmental Consultant to many

global hair care companies, such as Redken and

Clairol, developing products and acting as liaison

between Chemistry and Marketing.

Leland was always in search of “what should be

Celeb Luxury awarded

2018 Hair Product

Cosmoprof Worldwide

Bologna, Italy.

14 BORNINTHEUSA


that is not”, inspiring him to invent the very first

color deposit shampoos and conditioners in

1989 for ARTEC. Today, Leland has advanced

his vision with Celeb Luxury’s award-winning

Viral and Gem Lites Colorwash and Colorditioner

formulas with patented Colorposit technology.

“We create Color, Maintain Color and Repair the

Bonds in the hair, counteracting the damaging

effects of bleach and haircolor. – It’s a hybrid.”

As a hybrid, it replaces bright and vivid tube

color: use less dye with better conditioning. Use

in place of color. Mix or use singularly and send

your client home with it to maintain color! It

makes so much sense!!!

As the creator of the color depositing category

in 1989, Leland is passionate about bringing

truthful, premium Gem Lites and Viral products

to professionals and consumers. While many

2-in-1 or 3-in-1 products mainly condition and

color, they may not cleanse effectively. “Our

color depositing shampoos are shampoos and

our color depositing conditioners are conditioners.

We don’t want to confuse consumers,” says

Leland. “Our proprietary Colorposit technology

is changing hairdressers’ lives with more

creativity, changing salon owners’ lives with

increased profits, and changing clients’ lives by

making their hair and color stronger, healthier

and stopping fade.”

@arikoponen #headbrandseducation

Reasons Why

An American First - Voted #1 2018

Top Hair Product – Cosmoprof

Worldwide Bologna

Innovative Technology: Patented

Cleanse + Colorposit Technology

Rich intense color and high shine

Totally stops fade - Solves the #1

problem with ALL Haircolor for

salon-fresh color to Week 6!

Personalized Salon Mix: easily

mixed to create your own shade

with endless possibilities

Socially Responsible Haircolor!

Cruelty-free and 100% Vegan

Higher profit service and retail

revenue, increased profit margin

Average ticket up by 35%-45%

with new salon menu services

Game Changing Products:

Hairdressers, clients and

influencers are obsessed

VIRAL - It’s a Hybrid! – It’s

Temporary Color

Viral Extreme Red Colorwash Color Depositing Shampoo to create,

boost and maintain client’s haircolor. At-home use stops fade

and maintains fresh color between color services. Hair needs

to be lightened to palest blonde, almost white for purity

of bold color. Refresh color in 1 Quick Wash.

YOU ASKED. WE DELIVERED

To complement Gem Lites Colorwash, this year,

Celeb Luxury added colors to the Gem Lites

Colorditioner with BondFix line-up with the

industry's 1st neutral flash toners in Sandy


Celeb Luxury LLC

Opal, Cocoa Quartz and Star Sapphire. When

stylists send color home with their clients, not

only will Gem Lites stop color fade, but will

continue to make their hair even stronger and

healthier. Gems never fade and neither should

your clients’ haircolor.

Another huge challenge stylists face is the ability

to satisfy their client’s needs while maintaining

the integrity of their hair. Now BondFix brings

color conditioning to a whole new level with

proprietary built-in bond rebuilding technology

that succeeds in “fixing” over-lightened, overprocessed,

stressed and damaged hair. It allows

the color-obsessed to keep doing what they love

and continue to change their haircolor.

How Celeb Luxury is different

Celeb Luxury isn’t just focused on doing right

by haircolor, but also committed to doing the

right thing for the planet and all its inhabitants.

The company can proudly boast products that

star

products

Viral Cocoa

Quartz Colorditioner

with BondFix

Cocoa Quartz Light

Brown is the new

hue of the Gem LItes

Colorditioner with

BondFix, for a hybrid

conditioner & color with

built-in bond rebuilder.

Gem Lites Cocoa

Quartz Light Brown

Colorditioner maintains

light brown/neutral

tones in deep blondes

or brown hair, foil

highlights or balayage.

Gem Lites Ruby

Colorwash®

This Cleansing

Color boosts

and maintains

traditional color.

It also maintains

BondFix Complex

strengthens

and rehydrates

bleached, lightened,

highlighted, all colored,

fragile or dry hair.

3X Stronger Healthier

Hair with one

application.

Continued use

makes hair

Stronger & Stronger.

Viral® Magenta

Colorditioner

with BondFix

Celeb Luxury’s

Colorditioner with

BondFix allows you

to condition and color

hair at the same time.

The semi-temporary

color helps maintain

coloring between

salon visits and

are 100% Vegan and Cruelty-Free and are

PETA-certified. Every formula is free of sulfates

and parabens and all direct dyes are EU and

FDA SAFETY compliant. Celeb Luxury is totally

committed to socially conscious, responsible

haircolor, but refused to compromise on

effectiveness. With Celeb Luxury products,

you get the Truth About Haircolor.

bright red tones

in all bright and deep

reds and brown hair.

BondFix

Bond Rebuilder

Conditioner Dry Hair Fix.

Rebuilds. Regenerates.

Repairs Bonds. No more

dryness or breakage.

prevents fading.

The vegan formula

is safe for regular use

and does not contain

sulfates, parabens,

PPD, ammonia,

or peroxide.

16 BORNINTHEUSA


STOP FADE.

EXTEND COLOR.

PROFESSIONAL’S

#1 CHOICE

WINNER

FOLLOW US

@CELEBLUXURY

SOCIALLY CONSCIOUS

RESPONSIBLE HAIRCOLOR

crueltyfree

andvegan

All of our products and dyes are FDA and EU SAFETY Compliant.

BOOST + MAINTAIN TRADITIONAL COLOR

CREATE. BOOST + MAINTAIN VIVID COLOR

© copyright 2019. All rights reserved

Hair: @arikoponen #headbrandseducation • Makeup: @puckthomson • Model: Christin Andersson


ECRU

NEW YORK

PRESTIGE & EXCLUSIVITY

BORN IN THE SALON TM

Born in the Salon TM , ECRU New York offers

prestige hair and beauty products curated by

professional hairdressers and makeup artists.

Anchored in a rich heritage of beauty and

fashion, every collection is designed to treat

and perform. ECRU New York is found in the

most exclusive salons and spas globally.

Clean. Fresh. Modern. Classic.

FOUNDED WITH FORESIGHT

ECRU New York is the culmination of a lifetime

of work, the product of 45 years of experience

dedicated to the world of beauty. A hairdresser

by trade, and owner of a world-renowned salon

and spa and professional beauty distributorship,

Carmen DePasquale, CEO and Founder of

Carmen DePasquale

envisioned developing

prestige hair and

beauty products

backed by his years

of experience.

ABOUT US

Company Name:

ECRU New York

Company Address:

Global Headquarters

21-21 Broadway, Fair Lawn

NJ 07410

Website:

www.Ecrunewyork.com

Founded in:

2000

CEO / Founder:

Carmen DePasquale

(privately held)

Number of Employees:

35

Main Brands:

ECRU New York

ECRU New York, envisioned a brand that was

different than anything he had seen before. A

collection of products that would address the

challenges he faced in his own businesses

supported by all the knowledge he accumulated

over the years.

It was a time when over-inventive creativity and

Avant-Garde hair shows garnered outstanding

attention. It was all about what you could make

hair do, but there was one common problem.

Good styling products damaged hair and

“healthy” products made hair hard to style.

“What if I could create a collection of products

that boasted professional performance while

protecting the integrity of hair? The answer

was right in front of me. Drawing from my

experience in the spa, an idea was sparked.”

DePasquale set out to create a collection that

would “TREAT and PERFORM.”

“I knew that I could not do this alone, so I put

together a team and enlisted a private chemist.

We worked tirelessly creating formulas that

married the highest, skincare grade ingredients

with professional performance. It was a new

category and we dubbed it COSMETIC

Haircare.”

Surrounded by many other brands through his

salon & spa and distributorship, DePasquale

realized great products alone would not be

enough to differentiate ECRU New York and he

continued to push his collection further.

“I analyzed the challenges and obstacles.

Professional lines lacked aesthetic appeal,

required big investments and came with an

abundant number of products for use and

18 BORNINTHEUSA


REASONS WHY

Editorial collections

to educate and inspire.

retail. Difficult for both the stylist and client to

learn.” From this, the ECRU New York DNA

emerged. A mandate that would define

everything the brand would stand for. Edited

collections that targeted specific problems and

lifestyles. Focused and easy to use. A boutique

brand offering endless beauty options.

TREAT & PERFORM... ECRU New York

products would utilize the highest-grade

ingredients possible, traditionally found in

exclusive skincare and cosmetics, and apply

their benefits to haircare. Healthy hair is

beautiful hair. The integrity of the hair is never

compromised. Nor are the hands of the

stylists using the products day in and day out.

LESS IS MORE… A focused approach. ECRU

New York targets specific problems and each

collection contains fewer products to solve

them. Fewer products for the salon to

inventory means a faster return on investment.

BORN IN THE SALON… A collection of

heroes curated by hairdressers and makeup

artists, rigorously tested in a salon that

services over 2,200 clients a week.

ECRU New York’s credibility: BORN

IN THE SALON, 45 years of beauty

business success across all sectors

of the industry. They understand

the challenges of your business

because they live it every day.

High-quality products that TREAT

and PERFORM.

Prestige collections curated by

professional hairdressers and

makeup artists.

Boutique collections designed

to solve problems. Created for a

targeted sales approach.

Achieve More with LESS: Edited

collections - fewer SKUs means

lower inventory and faster return

on investment (ROI).

Education: ECRU New York

Academy, Digital education,

Distributor education, Specialist

Program, Information App.

Trade Show Participation:

Visibility at the top domestic and

international shows.

Top trade advertising campaigns

building brand awareness.

Strategic Partnerships: Celebrity

artist program, guest artist

program & New York Fashion Week

participation.


ECRU NEW YORK

STAR

PRODUCTS

Professional products with high-end, aesthetic

appeal. A true 360° luxury experience. From

the look of the package, to the touch of the

bottle, all the way to the texture and scent of

the product. The difference is in the details.

Fast forward to today, this privately held, familyowned

& operated brand, continues to grow.

Encompassing 5 collections: SIGNATURE for

beautiful hair; ACACIA TREATMENT for dry,

damaged, aged hair; CURL PERFECT for

naturally curly hair; TEXTURE for session and

artistic expression; BEAUTY, an effortlessly,

iconic collection of color cosmetics, and a

pipeline full of innovation, DePasquale shows

no signs of slowing down.

2018 will mark the opening of the ECRU New

York Academy. In addition to a robust calendar

of advanced education, the Academy will

highlight a guest artist program, enlisting

special talents impacting the industry, to

inspire artists and enrich their careers.

Dry Texture Spray

Perfect hybrid of dry

shampoo and hairspray

that builds invisible,

weightless texture

and volume.

Silk Nectar Serum

Remarkably light serum

of pure silk protein

and emollients smooth,

moisturize and add

incredible shine without

residue. Hair discovers

supple body and

sleekness with a few

miraculous drops.

Ideal for all hair types.

Defining Styling Potion

A medium hold styling

cream that controls

frizz as it shapes

and defines curls

and waves without

crunch. A unique

blend of ingredients

increases curl

memory for defined

styles that last all day.

Glycerin and Avocado

Oil help balance

moisture and

resist humidity.

“We will continue to offer, as we always have,

ways to support our clients' businesses. We

offer our experiences, successes and even

failures, as stepping stones for future growth

together.”

ECRU New York - never out of style. Always

CLEAN. FRESH. MODERN. CLASSIC.

20 BORNINTHEUSA


EUFORA

INTERNATIONAL

DEDICATED TO BEAUTY

WITHOUT COMPROMISE

In a category that’s crowded with rampant brand

overpromising, the Eufora voice stands out as

honest, real and personal. It takes its cues from

the vision of the company founders, Don and

Beth Bewley, who, in 1997, started a hair care

company built on a foundation of passion,

integrity and caring for the professional salon

world. Today, Eufora is recognized globally for its

commitment to serving stylists and salon

owners in a partnership that extends beyond

the innovation of people and planet friendly

products - delivering on a promise to provide

incomparable professional training and

leadership programs that inspire, nurture and

grow the next generation of salon professionals.

The inspirational

Beth Bewley, owner

and Co-Founder

of Eufora

International.

22 BORNINTHEUSA

ABOUT US

Company Name:

Eufora

International

Company Address:

3215 Executive Ridge

Vista, CA 92081- USA

Tel. 800 638 3672

Website:

www.eufora.net

www.euforaglobal.com

Founded in:

1997

President/CEO:

Beth Bewley

Main Brands:

Eufora Hair Care,

Eufora Hero For Men,

EuforaColor TM

Hair: David Barron's London Salon, Eufora Stylist of the Year Winner

BETWEEN LOGIC AND EMOTION

The Eufora vision has always been to become

the logical and emotional choice for premier

salons and distributors, being recognized as a

trusted partner and industry leader by every

customer we serve. As keepers of the planet for

future generations, Eufora is dedicated to

embracing sustainable practices. We believe

that people care about what goes in and on

their bodies. Our products do not contain

mineral oil, parabens, petrolatum or artificially

created colorants. Our fragrances are complex

Hair: Philip Carreon, Eufora Creative Director Hair: Dana Caschetta, Eufora National Trainer


REASONS WHY

and naturally derived. With a passion for powerful

product performance, a dedication to the salon

community and a commitment to preserving the

planet, the Eufora founders values have stood

the test of time, proving that there is no need

to compromise integrity, innovation, well-being

or excellence to become successful.

STAR

PRODUCTS

Hair: Eufora National Trainer Dana Caschetta

Over 20 years serving the

professional salon industry

Company values of Integrity,

Trust, Excellence and Unity

Full circle approach to salon

growth - Education, Innovation

& Leadership

High performance, premium

product portfolio

Industry leading business

& technical education programs

People and planet friendly

philosophy

Customer service centric

Made in the USA

Beautifying Elixirs.

Transform dry, damaged,

frizzy hair. Coloring,

heat styling and every

day stress can leave

hair dull, lifeless and

difficult to maintain.

Beautifying Elixirs formulas

are pH balanced and

scientifically proven

to deliver strength,

vibrancy and shine.

All Plant Essence

of Sage and Thyme helps

to soothe the scalp and

nourish the hair follicle.

Damage Cure Complex

utilizes vegetable protein,

plant derived glutamic,

sugar beet betain

and apple extracts

to repair the hairs inner

structure and outer

cuticle. Vibrant Color

Complex with brazil

nut oil, vitamins A

and E, camellia leaf

extract and cranberry

oil provides superior

color retention.

Bodifying Shampoo

A pH balanced, rejuvenating

shampoo to gently cleanse

and help repair brittle,

weak, dry hair.

Bodifying Conditioner

This luxurious conditioner

restores moisture,

vibrancy and shine

without added weight.

Elixir ONE

The ONE must-have

for colorful, gorgeous

hair. This leave-in hair

perfecting potion syncs

with all hair types

to create unprecedented

movement, vibrancy

and shine.


FAROUK

SYSTEMS Inc.

BEHIND EVERY INNOVATION

IS A GENIUS WITH A VISION

Dr. Farouk Shami is the Founder and Chairman

of world-renowned and Houston-based haircare

company Farouk Systems, Inc. A

Palestinian-American immigrant, Dr. Shami

embodies what it means to achieve and live

the American dream. Dr. Shami created the

world’s first ammonia-free hair color and was

also the first to use silk proteins in the creation

of the BioSilk Silk Therapy Line and invented

the very first CHI Ceramic Hairstyling Iron. He

is known for revolutionizing the hair industry

with NASA technology while creating a safer

and healthier workplace and environment for

both stylists and consumers. Shami began

Farouk Systems, Inc. in 1986 based on a

mission and a dream to provide a safer

workplace environment and advance knowledge

through education. Farouk Systems, Inc, has a

long-standing commitment to create and

manufacture the finest hair care products and

styling tools that are environmentally

responsible and adhere to the highest ethical

standards. To-date, the company known for

manufacturing industry-leading brands CHI,

BioSilk and Esquire Men’s Grooming has over

2,000 employees and distributes its products

throughout the U.S. and to over 144 countries

worldwide.

ABOUT US

Company Name:

Farouk Systems Inc.

Company Address:

880 E. Richey Rd Houston,

Texas 77073 - USA

Phone: (281) 876-2000

Phone: (800) 237-9175

Email: infoweb@farouk.com

Website:

www.farouk.com

Started in:

1986

President & Founder:

Dr. Farouk Shami

CEO:

Rami Shami

Number of employees:

+2,000

Main brands:

CHI, BioSilk, Esquire Men's Grooming

Founder Dr. Farouk

Shami at Farouk

Systems in

Houston, TX.

24 BORNINTHEUSA


The digital reach

has transformed

and propelled

CHI's industry

influence.

Farouk Systems, Inc. is a Houston-based

company of hairdressers for hairdressers,

known for manufacturing high-quality

professional hair care products under the

industry-leading brands CHI®, BioSilk®, and

SunGlitz®. The company was founded in 1986

by Farouk Shami, a hairdresser whose mission

is to provide the professional beauty industry

with the most advanced American technology

based upon “Environment, Education, and

Innovation”.

THE MAN BEHIND CHI INNOVATION

Dr. Shami created the world’s first ammoniafree

hair color and is the owner of 23 patents

and counting. He was also the first to use silk

proteins in the creation of the BioSilk Silk

Therapy Line and invented the very first CHI

Ceramic Hairstyling Iron. He is known for

revolutionizing the hair industry with NASA

technology while creating a safer and healthier

workplace and environment for both stylists

and consumers.

The company provides the beauty industry with

the latest innovations to a wide range of

markets through multiple successful product

lines and the finest educational support to

better serve hairdressers and their clients.

Farouk Systems, Inc. has over 500 CHI Partner

Schools as well as their own state-of-the-art

REASONS WHY

Everyone remembers their

“My first CHI” story

The best accessory to that special

moment is good CHI hair

Farouk Shami understands the

struggles of the professional

himself

CHI charity is one of the main

pillars in the success of the karmic

energy in CHI professional beauty

industry

CHI has the longest-standing

relationship with Miss Universe

beauty

Because they design education

for the CHI Academy accesible to

everyone

Because they provide the most

advanced USA technology based

upon “Education, Environment and

Ethics”


FAROUK SYSTEMS Inc.

facility, the CHI Lone Star College-North Harris

School of Cosmetology in Houston, Texas.

Farouk Systems has entered a joint venture

with LG Household and Health Care, Ltd.

that will bring the latest technology and

advancements to the beauty industry. It will

establish a manufacturing facility in South

Korea to better serve distribution channels in

Asia. Each company will combine its expertise

in technology and product formulations to

deliver new product concepts. Farouk Systems

will also distribute LG Household and Health

Care’s skin care brands through its worldwide

distribution channels in the professional salon

industry.

ENVIRONMENTAL BRAND CONSCIOUSNESS

Farouk Systems, Inc. has a long-standing

commitment to create and manufacture the

finest hair care products and styling tools that

are environmentally responsible and adhere to

STAR PRODUCTS

the highest ethical standards. The company

has over 2,000 employees and distributes its

products throughout the United States and to

over 144 countries worldwide.

Best product focus for Estetica Born in the

USA: CHI Ionic Shine Shades Liquid Ammonia-

Free Color

CHI Ionic Color

Illuminate Conditioners

provide balanced color

replenishment between

salon services. Color

Illuminate directly

deposits color dyes

and tones in one easy

conditioning step.

26 BORNINTHEUSA

Featuring Silk Amino

Complex which contains

ceramic, amino acids

and silk that deeply

penetrate the hair cuticle

for ultimate color deposit

and moisture delivery.

CHI Chromashine

is for the seasoned

hair color artist looking

to further expand

their creativity and

experiment through

color mixing and

formulation.

CHI Ionic Shine Shades

is a versatile liquid

color line that can be

used as a stand alone

coloring system or in

conjunction with CHI

Ionic Permanent Shine

Cream Hair Color.

CHI Ionic Shine Shades

Liquid Hair Color can

be used for permanent,

demi and semi color

formulations, offering

ease of application and

mixing.


15% 0f profits DONATED TO CHARITY

MANIC

PANIC

ONCE EXTREME,

NOW MAINSTREAM

DYE FOR PEACE ®

PUNK ROOTS

Sisters and New York City natives Tish and

Snooky Bellomo have been America’s darlings

of creative hair color, as well as punk rock

pioneers and tastemakers, since their days in

the original Blondie band in the mid-70s.

Opening America’s first Punk Boutique in

1977, they went on to start the world’s first

alternative beauty brand, Manic Panic®,

leading the hair color revolution and changing

the concept of what beauty is forever!

retailers including Ulta, Sally Beauty Supply,

Hot Topic, Walmart, Target.com and Riley

Rose. Our legendary hair color, which has

remained 100% Vegan and Cruelty-Free since

its inception, has helped celebrities including

Rihanna, Lady Gaga, Katy Perry, Cardi B, Kylie

Jenner and Kim Kardashian stand out in the

headlines.

BRINGING COLOR TO THE WORLD

Tish and Snooky have delivered their rock ‘n’

roll lifestyle to the world through their iconic

brand. The product is now available through

ABOUT US

Entrepreneurs, singers

and sisters Snooky (left)

& Tish (right) Bellomo

are the masterminds

behind Manic Panic.

Company Name:

Tish & Snooky’s

Manic Panic NYC

Company Address:

21-07 Borden Ave

4th Floor

New York, NY 11101

Tel. 718 937 6055

Email: internationalsales@

manicpanic.com

Website:

www.manicpanic.com

Presidents/CEOs:

Tish & Snooky Bellomo

Main Brands:

Manic Panic®

Manic Panic®Professional

30 BORNINTHEUSA


REASONS WHY

The creative hair color favored

by hair stylists, influencers

and celebrities worldwide

The world’s only 100%

women-owned and operated

creative hair color company

The widest selection of semipermanent

alternative hair colors

Available in over 40 countries!

“Dye For Peace”: 15% of profits

go to charities like BCRF + PETA

360K+ followers on Instagram

228K+ followers on Facebook

1.2M+ views on Youtube

Many colors may be applied to

hair as dark as level 4 to achieve

brilliant highlights/tones

STAR

PRODUCTS

High Voltage®

Classic Cream

Our original iconic

conditioning hair color

formula available

in 55 shades.

Amplified Hair Color

Our Amplified formula

lasts 30% longer than

most semi-permanent

creative colors.

Hair Lightener kits

Prelighten your hair

with our Blue Lightning®,

Flash Lightnin

or Amplified Flash

Lightning®bleach

kits before using

Manic Panic®hair color.

Manic Panic

Professional Semi

Permanent

Gel Hair Color

Deeply pigmented

vibrant color. This

semi-translucent

gel formula lends

itself to color

placement accuracy.


NEUMA

PERFORMANCE

WITHOUT SACRIFICE

"NEUMA was created with the sole purpose of

giving people the opportunity to experience

performance without sacrificing their hair, health

or the planet,” explains Jeffrey Orrell, NEUMA

President. “Decades of expertise in the

professional beauty industry and cosmetic

chemistry were used to create a groundbreaking

hair care system that delivers the performance

people expect from legacy brands.” NEUMA

delivers on its promise of “Performance Without

Sacrifice” through its core values: 1) NEUMA

refuses to formulate with 15 different classes of

ingredients that are known sensitizers,

carcinogens, endocrine disruptors or damaging

to the environment, and lists every ingredient,

From behind the chair

to retail shelf, everyone

loves NEUMA and the

results it delivers.

ABOUT US

Company Name:

NEUMA

Company Address:

20633 S Fordyce Ave.

Carson, CA 90810 - USA

Tel. 1-800-333-0707

Email: breathe@neumabeauty.com

Website:

www.neumabeauty.com

Founded in:

2010

President/CEO:

Jeff Orrell

Founder/Owner:

Jeffrey Orrell

Number of Employees:

10

Main Brands:

NEUMA

including our natural fragrances, on every bottle

2) Sustainability: 100% wind-powered offset; use

of renewable, plant-based ingredients; recyclable

packaging that starts at 100% food grade postconsumer

recycled material; 3) Products are

vegan & PETA-certified cruelty free.

EVERY HAIR TYPE DESERVES THE BEST

NEUMA has created an award-winning

sustainable, transparent professional haircare

system to provide clients all the homecare

solutions they need for great results while also

caring for their health and the health of the

planet. Each color-coded line is specifically

formulated to treat bespoken needs. The blue

neuMoisture line for dry, overprocessed hair; the

brown neuStyling and neuControl lines for flexible

control of curly hair and finishing; the purple

neuBlonde line for toning brassiness and

brightening blonde hair; the terracotta neuVolume

line to boost lackluster locks; and violet

neuSmooth for taming unruly hair. The green

reNeu line is perfect for every day cleansing,

while the gold neuRepair with argan oil

strengthens hair and brightens shine.

32 BORNINTHEUSA


RIKOKO

THE LUXURY HAIR CARE

WITH AN EXOTIC CULTURE

Rikoko is the new luxury hair care brand

based on exotic ingredients and ancient

rituals from the Seychelles islands to treat,

protect, and heal hair from the inside and out.

Created by world renowned technical creative

director and master colorist Richy Kandasamy

in collaboration with brand visionary Renee

Cascarina and accomplished chemist Sheree

LaDove with the fundamental mission of

bringing newness, harmony and a global point

of view to luxury professional haircare.

Beautiful design, exotic ingredients, innovative

format and global versatility embodies the

Rikoko brand. Formulated with rare strains of

cinnamon, rich antioxidant vanilla, vetiver,

wild ginger and the most cherished ingredient

of them all - matured coconut oil extracted

and harvested in the exotic Seychelles.

“I grew up living off the land, using only natural

ingredients and remedies passed down from

generation to generation,” says Kandasamy.

TOP PRODUCTS, WORLD CLASS EDUCATION

In a world where old is new again, Rikoko is

all about its roots, reinvention and disrupting

the professional market with next generation

products and experiences. “Our story is authentic

and organic in its evolution”, adds Cascarina.

“Our combined insight and experience enables

us to serve both professionals and consumers

with one-of-a-kind products, world class education,

technology and bespoke in-salon service.

World acclaimed colorist

Richy Kandasamy

and brand visionary

Renee Cascarina

are the masterminds

behind Rikoko.

34 BORNINTHEUSA

ABOUT US

Company Name:

Rikoko, LLC

Company Address:

5701 Miami Lakes Drive,

Hialeah, Florida 33014 - USA

Tel. + 1 856343-8989

E-mail: renee@rikoko.com

Website:

www.rikoko.com

Founded in:

2016

President/CEO:

Renee Cascarina

President/Owner:

Richy Kandasamy / Renee

Cascarina / Sheree Ladove

Number of employees:

15

Main Brands:

Rikoko


REASONS WHY

THE RIKOKO EXPERIENCE IS IN YOUR HANDS

The Rikoko App which grant users instant

access to the virtual world of Rikoko, features

an augmented reality tool that works with

the packaging to unlock exclusive content,

inspiration, product knowledge and ingredient

benefits. “We found a way to meet consumers

on their level while evolving the in-salon

experience and organically driving sales from

the back bar through retail. Today’s consumer

is savvy and yearns to discover things on their

own and share knowledge to others through

social media,” adds Kandasamy.

STAR

PRODUCTS

Fits in multiple niche markets

and distribution channels: Luxury,

Color, Professional, Global Beauty,

Latina Beauty, Ethnic Haircare,

Natural & Cruelty-Free

Boutique line of 10 product

designed to easily works in

harmony with all beauty rituals,

hair textures and global cultures

Designed to drive sales from

the backbar through to retail

Made in America. Born in the

Seychelles and formulated in Miami

One-of-a-kind products and technology

designed for the next generation

Salon only exclusivity

Lead by world renowned technical

creative director Richy Kandasamy.

Education is in Rikoko's DNA

Bespoke in salon education,

marketing, experiential support

and customer service

Rikoko is compressed

of 10 products and

divided into 3 collections,

they are all heroes

and designed to fit

seamlessly into any

salon situation and

drives sales from the

back bar through to retail.

Rikoko Lock

It starts at the basin and

is a 2-phase post-color

service that naturally

balances PH and locks

in color in just 10

minutes. Followed by

a vegan Shampoo and

Conditioner duo that are

free of sulfate, paraben

and gluten; and are

infused with vanilla oil,

cinnamon, hibiscus and

ginger ingredients that are

meant to heal and protect

against the adverse

effects of color treatment

and day-to-day buildup

of toxins.

Rikoko Prism

A prepping line of

leave-in conditioners

that tone, maintain,

heal and naturally pop

color with lightweight

coconut oil, vetiver

and passion fruit.

Rikoko Noir

The finishing line includes

the travel friendly and

fan-favorite, Kojobalm -

a solid coconut oil infused

with strengthening

lemongrass that

naturally adds weightless

shine and heals with

cumulative use.


WAHL

PROFESSIONAL

PROFESSIONAL GROOMING

WITH A LEADING VISION

Since 1919, with the invention of the first

practical electric hair clipper, Wahl Clipper

Corporation has been the leader in the

professional and home grooming category. Today,

with over 2,500 employees worldwide, they are

proud to carry forward the tradition of innovation

and superior customer service that was created

by Leo J. Wahl. While Wahl has changed over

the years, it has also stayed the same. Wahl is

still headquartered in Sterling, Illinois, USA.

Today Wahl products are sold in approximately

176 countries worldwide with eight global

manufacturing facilities as well as 25 sales

offices. Products remain the global standard for

integrity, value and efficiency. At Wahl, they are

proud of their heritage of excellence as well as

their remarkable list of ground-breaking

innovations for the present and future for the

global market. Wahl founder Leo Wahl (left

image) first took his inspiration as a high school

student working for his uncle who manufactured

electric massagers.

CELEBRATING 100 YEARS IN 2019

Leo would travel to local barbershops and

noticed a real need missing, an electric motor

powered clipper. He perfected this while studying

at the University of Illinois and filed for his first

patent in 1919. Since then, Wahl Clipper has

continued to expand and innovate, all with the

professional artist in mind.

The company sets its sights on Leading with

ABOUT US

Company Name:

Wahl Clipper

Corporation

Company Address:

2900 N Locust St. Sterling,

IL 61081 - USA

Tel. 1-800-776-9245

E-mail: wahlpro@gmail.com

From left to right: Kevin Wahl, Phil Wahl, Lance Wahl,

Dan Wahl, Brian Wahl, Mike Wahl.

Website:

www.wahlpro.com

Vision, a new philosophy for the 21st Century.

Founded in:

"To maintain our leadership position,” - said

1919

President/CEO:

Wahl Clipper Corporation President/CEO Wahl,

Greg Wahl

in the personal care categories we serve, we

Number of employees: must have vision. Vision to continually improve

1100+ (domestically)

our existing products. Vision to bring new

Main Brands:

products to market which meet the wants and

Wahl, 5-Star, Sterling

36 BORNINTHEUSA needs of consumers. Vision to stay innovative


and ahead of our competitors, and vision to

support our customers, the retailers, with sales

and marketing programs that make it easy, fun

and profitable for them to sell more Wahl

products. Leading with Vision means constantly

being alert to new opportunities. By sharing

the vision, we can make tomorrow absolutely

extraordinary."

As we head into the future, Wahl Clipper is

proud to celebrate its 100 year anniversary in

2019. The company has big plans for new

products, advertisements, and packaging.

More importantly, Wahl plans to celebrate

with their hard-working staff and community

to show their appreciation for years and years

of dedicated service and support. The company

looks forward to new leadership with the 4th

generation of the Wahl family (pictured on the

left) and continued success.

REASONS WHY

#1 selling clipper company

in the world

Professional products are

made in the USA in Sterling, IL

They take pride in producing

high quality tools for the busy

barber and stylist

Top notch customer service and

repair staff located in Sterling, IL

Inventors of the first

electromagnetic motor clippers

99+ years of excellence

in the professional industry

Leaders in innovation in the

barber industry

Only manufacturer of

professional shavers in the USA

Family owned company with

4 generations of leadership

STAR

PRODUCTS

Black Peanut

The Wahl Black Peanut is

our number one selling

professional trimmer in the

USA. This lightweight unit

comes with a detachable

blade for easy cleaning

and maintenance. The

Wahl Black Peanut is a

compact, rotary motor

powered tool that is

versatile and can be used

as both a clipper and a

trimmer. It also is a great

beard trimmer!

Cordless Magic Clip

The 5-Star Cordless Magic

Clip is designed to deliver

the sharp performance

that experts demand with

the freedom of a cordless

clipper. The magic is in

the blades! The Cordless

Magic Clip features a high

precision stagger-tooth

2161 blade with crunch

technology. This cordless

tool offers superior speed

and ease of use,

a convenient taper lever for

easy fading and blending,

and a lithium ion battery for

a 90+ minute run time per

charge. It also has a cord/

cordless cutting capability.

5 Star Shaver

More than just a shaver,

this finishing tool offers

an appealing aesthetic

in addition to top-notch

precision. It comes with

a rechargeable battery

that can keep the rotary

motor running at full speed

for up to 60 minutes per

charge. With hypoallergenic

gold foil, even the most

sensitive skin will be free of

razor bumps, ingrown hairs,

or skin irritation.


2019/2020

CALENDAR

ANNIVERSARIES,

NOVELTY AND INNOVATION.

IT’S FAIR TIME!

2019

MARCH

15- 18

COSMOPROF

WORLDWIDE BOLOGNA

Bologna (Italy)

www.cosmoprof.com

28- 29

BEAUTY FORUM SLOVAKIA

Trencin (Slovakia)

www.beauty-fairs.de

29- 31

BEAUTY DÜSSELDORF

Düsseldorf (Germany)

www.beauty.de

30- 31

TOP HAIR INTERNATIONAL

Düsseldorf (Germany)

www.top-hair-international.com

38 BORNINTHEUSA

30- 1

EXPOCOSMÉTICA

Porto (Portugal)

www.expocosmetica.exponor.pt

30- 1

AMERICA'S BEAUTY SHOW

Chicago (USA)

www.americasbeautyshow.com

w

APRIL

1-2

PROFESSIONAL

BEAUTY KOLKATA

Kolkata (India)

www.professionalbeauty.in

6-7

LOOK POZNAN

Poznán (Poland)

www.look.mtp.pl

6-7

BEAUTY VISION

Poznán (Poland)

www.beautyvision.mtp.pl

6-7

LOVE BEAUTY

Ljubljana (Slovenia)

www.sejemkozmetike.si

6-7

THE TOUCH OF PARIS

Belgrade (Serbia)

www.edsgroup.net

6-8

COSMOBEAUTY

Barcelona (Spain)

www.cosmobeautybarcelona.com

6-8

INTERCOIFFURE SPRING

ATELIER

Memphis (USA)

www.intercoiffure.com

6-8

BEAUTY TRADE SPECIAL

Jaarbeurs Utrecht

(The Netherlands)

www.beautytradespecial.nl

7

TRENDS OF BEAUTY

Graz (Austria)

www.trendsofbeauty.at

10-11

LUXE PACK SHANGHAI

Shanghai (China)

www.luxepackshanghai.com

11-13

ESTET BEAUTY EXPO

Kiev (Ukraine)

www.beautyexpo.com.ua

13-14

COSMETICA STUTTGART

Stuttgart (Germany)

www.cosmetica.de

13-14

GUT ZU FUSS STUTTGART

Stuttgart (Germany)

www.cosmetica.de

13-15

BEAUTY FORUM GREECE

SPRING

Athens (Greece)

www.beautygreece.gr

13-16

HAIR BRASIL

São Paulo (Brazil)

www.hairbrasil.com


15-17

BEAUTYWORLD MIDDLE

EAST

Dubai (United Arab Emirates)

www.beautyworldme.com

18-20

COSMOBEAUTÉ VIETNAM

Ho Chi Minh City (Vietnam)

www.cosmobeauteasia.com

18-20

INTERCHARM

PROFESSIONAL

Moscow (Russia)

www.intercharm.ru

21-24

IRAN BEAUTY & CLEAN

Tehran (Iran)

www.expoaresa.com

MAY

6-7

BEAUTY & SPA EXPO

New Delhi (India)

www.beautyandspaexpo.com

6-8

SHANGHAI INTERNATIONAL

BEAUTY EXPO

Shanghai (China)

www.chinainternationalbeauty.com

9-11

COSMOBEAUTY SEOUL

Seoul (Korea)

www.cosmobeautyseoul.com

10-12

BEAUTY WORLD

Tallinn (Estonia)

www.ilumess.ee

12-15

INTERNATIONAL

BEAUTY EXPO

Kuala Lumpur (Malaysia)

www.ibe.my

13-15

BEAUTYWORLD JAPAN

Tokyo (Japan)

www.beautyworldjapan.com

15-16

EXPO BELLEZA

Monterrey (Mexico)

www.expobellezamonterrey.com

15-16

LUXE PACK NEW YORK

New York (USA)

www.luxepacknewyork.com

18-19

BEAUTY FORUM LEIPZIG

Leipzig (Germany)

www.beauty-fairs.de

18-20

BEAUTY FORUM

MACEDONIA SUMMER

Thessaloniki (Greece)

www.beautygreece.gr

19

BS CONGRESS

Deauville (France)

www.bscongress.fr

20-22

CHINA BEAUTY EXPO

Shanghai (China)

www.chinabeautyexpo.com

26-27

AFRO HAIR & BEAUTY

LIVE

London (UK)

www.afrohairshow.com

28-31

SIBBEAUTY

Novosibirsk (Russia)

www.sibbeauty.ru

29-31

PHIL BEAUTY

Pasay City (Philippines)

www.philbeautyshow.com

30-2

BEAUTY SHOW

KRASNODAR

Krasnodar (Russia)

www.beautyshow.ru

JUNE

1-3

PREMIERE ORLANDO

Orlando (USA)

www.premiereorlandoshow.biz

2-3

EBIO

Guadalajara (Mexico)

www.ebio.mx

5-6

COSMETIC BUSINESS

MUNICH

Munich (Germany)

www.cosmetic-business.com

5-6

SIMPPAR

Paris (France)

www.simppar.fr

8-10

HAIR EXPO AUSTRALIA

Melbourne (Australia)

www.hairexpoaustralia.com

9

NORDIC HAIR AWARD

Copenhagen (Denmark)

www.nordichairawards.com

9

PROFESSIONAL BEAUTY

BELFAST

Belfast (UK)

www.professionalbeauty.co.uk

10

HAIR EXPO AWARDS

GALA

Melbourne (Australia)

www.hairexpoaustralia.com

12-14

COSMOPROF INDIA

Mumbai (India)

www.cosmoprof.com


2019/2020 CALENDAR

13-16

MOROCCO BEAUTY

EXPO

Casablanca (Morocco)

www.moroccobeautyexpo.com

15-17

SALON LOOK CHILE

Santiago (Chile)

www.ifema.es/ifemainternacion-

al_01/FeriasenelExtranjero/Salon-

LookSantiagodeChile

15-17

IBS LAS VEGAS

Las Vegas (USA)

www.ibslasvegas.com

20-21

INNOCOS WORLD

Dubrovnik (Croatia)

www.innocossummit.com

20-22

BEAUTY EURASIA

Istanbul (Turkey)

www.beautyeurasia.com

26-28

IN COSMETICS KOREA

Seoul (Korea)

www.korea.in-cosmetics.com

29-30

COSMETICA FRANKFURT

Frankfurt (Germany)

www.cosmetica.de

SEPTEMBER

7-10

BEAUTY FAIR

São Paulo (Brazil)

www.beautyfair.com.br

14-16

MCB BY BEAUTÉ

SÉLECTION

Paris (France)

www.mcbbybeauteselection.com

20-22

BEAUTYDAYS POLAND

Warsaw (Poland)

www.beautydays.pl

OCTOBER

5-7

SALON INTERNATIONAL

London (UK)

www.salonexhibitions.co.uk

18-20

SALON LOOK

INTERNACIONAL

Madrid (Spain)

www.salonlook.ifema.es

27-29

EXPO BEAUTY SHOW

Ciudad de México (Mexico)

www.expobeautyshow.com

NOVEMBER

12-15

COSMOPROF ASIA

Hong Kong (HK)

www.cosmoprof-asia.com

2020

JANUARY

25-27

ISSE

Long Beach, California (USA)

www.probeauty.org/isse

FEBRUARY

24-26

BEAUTY ASIA

Singapore

www.beautyasia.com.sg

JULY

28-30

COSMOPROF

NORTH AMERICA

Las Vegas (USA)

www.cosmoprofnorthamerica.com

40 BORNINTHEUSA


AN EXCLUSIVE

SELECTION

OF THE BEST

HAIR PRODUCTS

MADE IN ITALY

FOR LEADING

DISTRIBUTORS

AN EXCLUSIVE

SELECTION

OF THE BEST

HAIR PRODUCTS

MADE IN SPAIN

FOR LEADING

DISTRIBUTORS

estetica.it/besthairproducts

www.esteticamagazine.es

ti i

AN EXCLUSIVE

SELECTION

OF THE BEST

HAIR PRODUCTS

MADE IN

GERMANY

FOR LEADING

DISTRIBUTORS

AN EXCLUSIVE

SELECTION

OF THE BEST

HAIR PRODUCTS

MADE IN

FRANCE

FOR LEADING

DISTRIBUTORS

esteticamagazine.de/bestingermany

agazin

ngerm

many

esteticamagazine.fr/bestinfrance

i f


With a Team of 60 Domestic & International Sales Executives,

We are the World’s Largest Beauty Manufacturer Representative Company

WHO WE ARE: The Kirschner Group, Inc. is a professional

sales organization with over 30 years of experience growing

leading professional beauty brands. We are the only sales

organization in the professional beauty industry to service all

50 states, Canada, and the entire international marketplace

with strategically placed Reps covering all continents.

WHAT WE DO: Our Global sales division, the Kirschner

Group International, connects our brands to the right

international distributor and then manages the business

relationship on a day-to-day basis, to ensure our customers

are getting the right support they need and our brands

are growing.

For more information contact: Paolo Rezzara, President, by emailing Paolo@kirschnergroup.com

NAIL & SKIN HAIR TOOLS

HAIR CARE

I personally

guarantee our

value to your

business.

Paolo Rezzara

www.kirschnergroup.com

+1.800.527.8645 (toll-free) OR +1.661.257.6260

Proud member and sponsor of the

following industry organizations:

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