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GLOBAL CRISIS, ISOLATION 

AND OUR DIGITAL FUTURE 

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 

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 2020 

Savvy business people are fast learning the potential of communication online; 

with so many trade fairs be-ing cancelled, they are embracing it as a smart alternative 

for the future. 

In these days of isolation, we are seeing many people adopting what's known as 

smart working (aka teleworking, or remote working). Whatever you wish to call it, 

in the present circum-stances it simply means staying at home and thus helping 

in the fight against the Pandemic. 

Teachers and pupils are experiencing online tutoring and quick-ly learning to enjoy 

it, while business people understand they can easily and efficiently make 

conference calls rather than hold face-to-face meetings. 

In this crisis a large part of the population is realizing what other more digitalized 

people have already known for years: working can be organized in a very different 

way. Statistics say that, in a normal routine, about 60% of office and meeting 

time could be avoided, meaning reclaiming free time from commuting and 

consequently reducing levels of pollution caused by travel. 

Experts say that one positive post-pandemic consequence of this situation will 

probably be enhanced awareness of the bene-fits of smart working, at least for 

compatible industries and ser-vice providers. 

FUTURE EXHIBITIONS REDEFINED? 

In the last few weeks we have seen all the Fairs of our industry cancelled or 

postponed. And the rest are most probably going to do it quite soon. The same 

story and therefore the same con-cerns exists in each and every economic sector. 

Will postponements to the 2nd semester of 2020 actually be viable? Will 

businesses and visitors still participate? And what about next year? 

Observers of the market’s evolution already theorised, long be-fore the Virus 

Outbreak, that exhibitions as we know them, are an “old-fashioned way” to facilitate 

business relationships. In most cases, the high cost of displaying products in a 

booth all over the world does not provide the same lucrative returns as it did during 

the second half of the 20th century. On the other hand, new technologies allow 

much more efficient ways to dispatch messages, contact business partners and 

finalise deals. And this worldwide crisis might create awareness and accelerate the 

process to adopt a more technological way to in-teract. 

This doesn’t mean that meetings are useless, of course they are important, a part of 

human nature itself. But we could re-duce our business trips and conferences to what 

is really nec-essary. Online Technology can help our communication for the initial 

phases and, probably, we will not need big booths at International exhibitions, but just 

a place at a table where we can sit with some potential business partners, whom we 

will have already met online, dealt with, selected and with whom we might have 

already started some preliminary negotiations. 

New Exhibition Concepts are already being proposed either by trade fair 

organisers themselves or by Online Publishing Houses who understand the 

immense opportunity offered by communication online in facilitating business 

relations between players all over the world. 

EsteticaNetwork has been a hair and beauty industry pioneer in promoting 

online activities. In the last decade, our online magazines have supported the 

printed editions, becoming more and more important in global communication. 

We have devel-oped e-commerce and recently even Esteticaexport.com, the 

only global hub for intercommunication between traders and companies of the 

professional cosmetics industry. 

In this time of isolation, our teams are working much harder than ever, because our 

online media represents the most effi-cient way to communicate with the market. We 

have seen the traffic in our platform increase dramatically (up to +120%), es-pecially 

in Italy where the lock-down has been longer and more extensive than elsewhere. 

After the crisis, trade fairs will resume and international travel will regain its importance, 

but it is easy to foresee that people will look at the business world and how it 

communicates in a very different way. They will see, more than ever before, that 

there are other ways to develop their business relation-ships. 

EsteticaNetwork is ready now to help our industry in this time of evolution. 

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. 


3

FACTS & FIGURES 

GLOBAL HAIR CARE MARKET SHARE BY 

REGION, 2016 (%) 

MEA 

LATIN 

AMERICA 

ASIA PACIFIC 

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. 

EUROPE 

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

Indagine congiunturale 7/2/19 Pagine 2 e 14 

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) 

NORTH AMERICA 

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. 


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. 


ABOUT US 

Company Name: 

Blowpro 


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.” 


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 

Ian Murphy, the beauty 

business executive 

driving the change 

as CEO of Bosley 

Professional Strength. 


ABOUT US 

Company Name: 

Bosley Professional 

Strength 


12777 W. Jefferson Blvd. 

Building D, Suite 3057 

Los Angeles, CA. 90066 

Tel. 1- 800.267.5391 

Website: 

bosleypro.com 


2009 


Ian Murphy 


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 


6545 Nova Drive Suite 201, 

Davie, FL. 33317 

Tel. 954-763-0333 

Email: info@celebluxury.com 

Website: 

www.celebluxury.com 


2015 


Leland Hirsch 

Founder/Owner: 

Leland Hirsch 

VP, General Manager: 

Cindy Orr 

Number of Employees: 

30 


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. 


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 


1037 NW 3rd Street, Hallandale 

Beach, FL 33009 

Website: 

www.keratherapy.com 

www.trueplex.com 


2010 


21 


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 


19

DIORA PROFESSIONNEL 

portfolio. Trueplex, is an innovative brand 

specifically 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 influences. 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 confident 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, 


Reconstructor utilizes 

the power of cysteine 

to repair broken protein 

bonds in dry, damaged 

or chemically treated 


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, 


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 


Global Headquarters 

21-21 Broadway, Fair Lawn 

NJ 07410 

Website: 

www.Ecrunewyork.com 


2000 

CEO / Founder: 

Carmen DePasquale 

(privately held) 


35 


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 


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. 


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. 


ABOUT US 

Company Name: 

Eufora 

International 


3215 Executive Ridge 

Vista, CA 92081- USA 

Tel. 800 638 3672 

Website: 

www.eufora.net 

www.euforaglobal.com 


1997 


Beth Bewley 


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. 


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 


+2,000 


CHI, BioSilk, Esquire Men's Grooming 

Founder Dr. Farouk 

Shami at Farouk 

Systems in 

Houston, TX. 


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. 


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 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 


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 


Manic Panic® 

Manic Panic®Professional 


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 


20633 S Fordyce Ave. 

Carson, CA 90810 - USA 

Tel. 1-800-333-0707 

Email: breathe@neumabeauty.com 

Website: 

www.neumabeauty.com 


2010 


Jeff Orrell 

Founder/Owner: 

Jeffrey Orrell 


10 


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. 


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. 


ABOUT US 

Company Name: 

Rikoko, LLC 


5701 Miami Lakes Drive, 

Hialeah, Florida 33014 - USA 

Tel. + 1 856343-8989 

E-mail: renee@rikoko.com 

Website: 

www.rikoko.com 


2016 


Renee Cascarina 

President/Owner: 

Richy Kandasamy / Renee 

Cascarina / Sheree Ladove 


15 


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 


2900 N Locust St. Sterling, 

IL 61081 - USA 

Tel. 1-800-776-9245 

E-mail: wahlpro@gmail.com 

Website: 

www.wahlpro.com 

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

Dan Wahl, Brian Wahl, Mike Wahl. 

Vision, a new philosophy for the 21st Century. 


"To maintain our leadership position,” - said 

1919 


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 


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.

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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 

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WHAT WE DO: Our Global sales division, the Kirschner 

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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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