Born in the USA [EsteticaExport] - 2019

BORNINTHEUSA
BORNINTHEUSA
AN EXCLUSIVE
SELECTION
OF THE BEST
HAIR PRODUCTS
MADE IN THE USA
AN EXCLUSIVE
SELECTION
OF THE BEST
HAIR PRODUCTS
MADE IN THE USA
FOR LEADING
DISTRIBUTORS
FOR LEADING
DISTRIBUTORS
http://bit.ly/best-in-export
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 November 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
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-certifi ed. 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

DIORA
PROFESSIONNEL
A NEW LEADER IN KERATIN
THERAPY & BOND REPAIR
DIORA Professionnel is a market leader in the
world of professional haircare. With two
revolutionary brands, Keratherapy & Trueplex,
and distribution in over 48 countries, the
company’s mission is to provide the most
advanced professional salon products to
stylists and consumers globally. DIORA’s
International office, warehouse and educational
center are located in South Florida. Although
the company has enjoyed much success with
its current brand portfolio and distribution
lineup, the group has an intense 2019/2020
focus on international distributor expansion.
With the completion of the new Keratherapy
packaging at the end of 2018, sales have
catapulted in even the most difficult markets.
Trueplex is also poised for growth with the
ABOUT US
Company Name:
DIORA Professionnel
Company Address:
1037 NW 3rd Street, Hallandale
Beach, FL 33009
Website:
www.keratherapy.com
www.trueplex.com
Founded in:
2010
Number of Employees:
21
Main Brands:
Keratherapy & Trueplex
addition of two new VEGAN hair smoothing
treatments and 4 retail support products, all
branded under the BAMBOOMIRACLE name.
FROM MIAMI TO THE WORLD
First being inspired by the glamour of the
Miami lifestyle, and motivated by its threats to
hair, such as relentless sun, unforgiving
humidity and salt water, Keratherapy was
launched in 2010. It has since become the
most innovative, forward thinking company in
the keratin smoothing category, building the
brand around superior formulations and
providing women with smooth, shiny, healthy
and frizz-free hair.
Keratherapy’s signature, Kerabond technology
combines the benefits of keratin with proteins,
amino-acids, nutrients and natural ingredients
resulting in strong, healthy hair that is frizz-free,
shiny, smooth, manageable, and resistant to
humidity. This ensures the keratin is replenished
only where it’s needed, resulting in smoother,
visibly healthier hair with radiant shine.

Keratherapy is a high
performing keratin
smoothing treatments for
stylists and consumers.
REASONS WHY
TRUEPLEX JOINS KERATHERAPY
Today, Keratherapy’s portfolio consists of 7
professional keratin treatments and 28
premium maintenance products. Through
numerous distributor partners, Keratherapy
continues to be the one of the fastest growing
keratin smoothing company’s in the world,” In
2015, Trueplex was added to the DIORA
Trueplex is an
innovative bond
recovery system
that can reverse
existing damage
in hair.
Premium-performing product
assortment
Competitively priced, high quality
products to increase sales
opportunities
A more complete range
of keratin treatments
and support products when
compared to our competitors
Unique product and category
positioning that increase sales
opportunities
Highest quality ingredients
used in manufacturing
of products
Exceptional distributor
education and sales support
programs
Marketing and sales programs
designed to substantially
increase a salons revenue
BORNINTHEUSA
19

DIORA PROFESSIONNEL
portfolio. Trueplex, is an innovative brand
specifi cally designed to treat, repair and
maintain all types of color treated and
chemically processed hair. Trueplex includes
a bond recovery system that can reverse and
prevent damage caused by previous color,
chemical treatments, styling tools and harsh
environmental infl uences. Most recently,
Trueplex also introduced 2 vegan hair
smoothing systems and 4 at home support
products to the portfolio. With the addition of
these products and a ground-breaking new
product launch scheduled in 2019, Trueplex
continues to be recognized in top salons
throughout the world as a true “gamechanger”
for color and chemically treated
clients.
The Team at DIORA Professsionnel has always
been determined to develop and market
products that not only deliver fantastic results
for the stylist and their clients, but also
provide distributors and salon owners with
the support structure and tools that they
need for success. With the entire assortment
of Keratherapy and Trueplex products, all can
feel confi dent that they will be representing a
company with the highest integrity, exceptional
performance and the best quality ingredients
in the beauty industry. That is our 100%
guarantee!
STAR
PRODUCTS
Pure Renewal Plus +
Keratin Smoothing
Treatment - Pure Renewal
Plus+ is perfectly
formulated to provide
salons with an effective
alternative to traditional
keratin treatments that
contain formaldehyde.
This treatment is
safe without
sacrificing results!
Keratin Booster
Keratin Booster
Amplifying Spray - Keratin
Booster is a unique and
powerful boost spray to
enhance any Keratherapy
formaldehyde-free keratin
treatment, resulting in
of the keratin treatment.
Can also be used
monthly to refresh
and restore any
previous keratin
treatment service.
Bamboo Miracle
Reconstructor
The first ever “plex”
treatment for home use!
Providing true repair
& protection against
thermal, chemical and
environmental damage,
Bamboo Miracle
Reconstructor utilizes
the power of cysteine
to repair broken protein
bonds in dry, damaged
or chemically treated
20 BORNINTHEUSA
an even distribution of
keratin and amino acids
throughout the client’s
hair. This professional
use leave-in spray
ensures uniform curl
and volume reduction,
frizz control, shine and
condition from roots
to ends and helps
to extend the longevity
hair. Enriched with Argan
oil, keratin & bamboo
extract to strengthen
and fortify the hair,
Bamboo Miracle
Reconstructor restores
hair to its natural
condition.

KERATIN THERAPY FOR HAIR
Exclusive Kerabond technology delivers unparalleled
smoothing and strengthening results for ALL hair types.
BAMBOOMIRACLE
COLLECTION
BOND RECOVERY SYSTEM
LONGER-LASTING COLOR,
AMAZING SHINE, STRONGER HAIR!
The Fountain of Youth for Damaged
or Chemically Treated Hair!
New Distributor Opportunities Available
Contact info@keratherapy.com or 954-628-5163 / info@trueplex.com or 954-486-0846
WWW.KERATHERAPY.COM / WWW.TRUEPLEX.COM

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
22 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.
24 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.
26 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.
28 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.
30 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.

TM

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 fi rst Punk Boutique in
1977, they went on to start the world’s fi rst
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
34 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 Lightning®
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
Number of Employees:
13
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
Leaping Bunny 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 specifi cally
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 fi nishing; 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.
36 BORNINTHEUSA

EVERY
STYLE
FOR
EVERY ONE
PERFORMANCE
WITHOUT SACRIFICE®
neumabeauty.com | 800.333.0707
@neumabeauty | #neumabeauty

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.
38 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
benefi ts. “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
40 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
INTERNATIONAL
EXHIBITIONS
IT’S FAIR TIME!
2019
NOVEMBER
12-15
COSMOPROF ASIA
Hong Kong (HK)
www.cosmoprof-asia.com
2020
FEBRUARY
24-26
BEAUTY ASIA
Singapore
www.beautyasia.com.sg
MARCH
7-8
TOP HAIR INTERNATIONAL
Düsseldorf (Germany)
www.top-hair-international.com
13-16
COSMOPROF
WORLDWIDE BOLOGNA
Bologna (Italy)
www.cosmoprof.com
APRIL
18-20
AMERICA'S
BEAUTY SHOW
Chicago (USA)
www.americasbeautyshow.com
23-25
INTERCHARM RUSSIA
Moscow (Russia)
www.intercharm.ru/en
MAY
31 May-2 June
BEAUTYWORLD
MIDDLE EAST
Dubai (UAE)
www.beautyworld-middle-east.
ae.messefrankfurt.com/dubai/
en.html
JUNE
28-30
COSMOPROF
NORTH AMERICA
Las Vegas (USA)
www.cosmoprofnorthamerica.com
SEPTEMBER
2-4
COSMOPROF INDIA
Mumbai (India)
www.cosmoprofindia.com
5-8
BEAUTY FAIR
São Paulo (Brazil)
www.beautyfair.com.br
4-6
MCB BY BEAUTÉ
SÉLECTION
Paris (France)
www.mcbbybeauteselection.com
OCTOBER
10-12
SALON INTERNATIONAL
London (UK)
www.salonexhibitions.co.uk
16-18
SALON LOOK
INTERNACIONAL
Madrid (Spain)
www.salonlook.ifema.es
42 BORNINTHEUSA

DISCOVER
ESTETICAEXPORT.COM
A new digital way to enhance
international business is
now available!
An editorial and digital
service supporting hair & beauty
product manufacturers in enterprises
into new international markets.
JOIN US TODAY!
www.esteticaexport.com

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: