BEAUTY guide neighborhood
BEAUTY
Welcome to ASD Market Week’s Beauty Neighborhood Guide, one of nine guides to help navigate the ASD show and ignite product discoveries so you won’t miss a beat.
Explore the Beauty Neighborhood and shop the widest selection of on-trend beauty products at affordable prices. Is beauty your main focus? Are you thinking of introducing this booming category into your merchandise mix? You’ve come to the right neighborhood! Our Beauty brands will share tips, tricks, and amazing deals to boost your sales and increase those important margins.
We’re excited to share insights, tips, vendor highlights, and valuable information to maximize your experience in the Beauty Neighborhood.
We’ll see you on the show floor!
BEAUTY FUN FACT
Have you heard of the Lipstick Effect?
During times of economic struggle, consumers spend more on little luxuries like lipstick. Cosmetics and Beauty products provide a sense of comfort and a way to treat oneself. Beauty products add value for your customers and is a recession-proof category.
HOW TO SHOP BEAUTY
Walk Every Aisle
Take note of what excites you, new trends, top sellers, customer favorites. With your customer and budget in mind, notes in hand, revisit your favorites and buy.
Take Risks
Remember, this neighborhood is packed with high-margin, low-cost items so it’s a great place to take a risk on something new. Determine a product mix and price point and go for it!
Identify
Key Items
Use the ASD Mobile App to search vendors and filter by product. Visit the Product Display Cases throughout the show lobbies for trend highlights.
Meet New Brands
Keep an eye out for “NEW” floor stickers, as these highlight new brands. Introduce yourself and say “hello”. This is a great way to inspire fresh ideas and introduce new key items to your store.
Research Target Audience
Do your research. Ask your customers to get a pulse on the beauty items they want. Think about ideas for gift giving holidays like Valentine’s Day and Mother’s Day.
Drive
Sales with Cross Merchandising
Visit other Neighborhoods like Gift+Home and Alternative Lifestyle to see additional beauty items or to pair complimentary products within your store.
Explore Conscious Brands
Visit booths that share your values. Check out sustainable, woman-owned, BIPOC-owned, LGBTQIA+ and diverse brands. Use the ASD Mobile App to filter and search these options.
IF YOU LOVE BEAUTY, YOU’LL ALSO LOVE THESE NEIGHBORHOODS
Now Trending … BEAUTY
Professional Hair Care
• Protect & Repair Formulas
• Styling Tools
• Extensions
• Hair Color
• Growth Support
• Men’s Hair Care
Skin Care
• Red-Light Masks
• Blemish Patches
• Dermaplaning Tools
• Barrier-Repair Moisturizers
• Peptide Serums
• Sunscreen & After Sun
Conscious Beauty
• Natural & Organic Makeup
• Cruelty-Free Cosmetics
• Vegan & Plant-Based Nail Polish, Fragrance & More
• Sustainable Shampoo Bars, Body Scrubs, Bath Products & Beyond
Nail Care
• Gel Polish
• Cat-Eye Polish
• Press-Ons
• Gems, Charms & Stickers
• Treatments
• Manicure Tools
Grooming Essentials
• Shaving Supplies
• Hair Removal Devices
• Waxing Systems & Kits
• Beard Care
Spa & Self-Care
• Face Masks
• Bath Bombs
• Essential Oils
• Anti-Aging Tools
Bombshell Makeup
• Color Palettes
• Faux Lashes
• Bold Eye Shadows
• Brow Shapers
• Pro Tools & Brushes
Fragrance
• Perfumes
• Colognes
• Layering-Focused Collections
• Body Sprays
• Scented Lotions
• Discovery Sets
BEAUTY
WHAT STORE TYPES SHOP BEAUTY?
• Specialty Boutiques
• Department Stores • Discount Stores • Hotel & Travel • Gift Shops
Apparel Stores
Beauty Stores
Convenience Stores
Online Retailers
Spas + Salons
THE BIZ-BUZZ ON BEAUTY
Retailers are betting big on personal care by expanding into upscale beauty — and winning. In 2022, Target partnered with Ulta Beauty by opening mini shops inside its brick-and-mortar spaces, offering customers access to hundreds of cosmetics brands Target may not have carried otherwise. Starting in 2021, Kohl’s developed a similar model with in-store Sephora shops, which the department store cites as one of its most successful partnerships to date.
Source: The Street
Viral trends are reshaping purchasing behaviors, as evidenced by 78% of TikTok users buying products featured in influencer content. Consumers are now confidently performing professional-level services in their own homes, from red light therapy to applying lash growth serum and extensions, thanks to “Get Ready With Me” videos, tutorials, and influencer recommendations. The result? A booming market for beauty tools and products for head-to-toe self-care.
Source: House of Marketers
Fitness Studios
Grocery stores
Gas Stations
Dollar Stores
Big Box
“In
one day, we found all the vendors we needed and then some.”
-Marisol Cornwell, Owner Lashes del Sol
BEAUTY FAMILIAR FACES AT ASD MARKET WEEK
Michael Malul London
A niche fragrance brand that collaborates with renowned perfumers to craft evocative scents using the finest raw materials.
Romantic Beauty
Rooted in LA but inspired by the spirit of New York, they’re dedicated to crafting high-quality makeup that doesn’t break the bank.
“We’ve been coming to ASD for six years and keep coming back because the show is innovative and we meet customers from all over the world. It’s why we love launching new products here.”
-Maitri Vyas from Jlash
Cala Products
Offering a broad assortment of items, this beauty brand delivers premium value products at competitive prices.
