THE BEAUTY EDIT: Niche Beauty Expo, with Beauty Insiders
The debut edition brought fifty internationally regarded niche houses and eight hundred invited guests together in Shanghai, drawing coverage from more than forty media titles.
The debut of The Beauty Edit in 2024 showed the scale of what niche beauty can do, on the strength of its curation and its pull within the industry. Fifty internationally regarded niche houses from Europe and North America took part, and eight hundred guests were invited by name.
The occasion drew the attention of the press, the instincts of KOLs, the judgement of industry figures and the anticipation of consumers, and the response was substantial: coverage in more than forty media titles and over three hundred considered discussions across social platforms.
Alongside JOYCE BEAUTY and the thirty partner brands it brought, eighteen independent houses took part in their own right, which is evidence enough that The Beauty Edit reaches past its own circle and into a wider audience.
Looking to 2025, we will build on that first edition with a more complete partnership model, and further establish The Beauty Edit as the primary platform for showing what is new in beauty and for holding the industry's more serious conversations.
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