Let’s just say it, COSMOPROF North America 2025 hit differently this year. From the moment we stepped onto the reimagined show floor, it was clear: the elevation was real. The layout felt more curated, more intentional, and more in tune with what the beauty industry is becoming, smarter, sharper, and more global than ever.
We loved the new energy. The conversations happening on the floor weren’t just surface-level chatter; they were about scaling, ingredients, impact, and identity. The brands showed up ready, and we were here for it.
Now let’s be honest for a second. While the layout was undeniably gorgeous… where were the booth numbers?! Unless you were in the Beauty Vanities section, it felt a bit like a glamorous treasure hunt. That said, the payoff was worth it. What we found? Magic.
So. Many. Standouts.
From indie darlings to international innovators, the LAFM team was blown away by the level of newness on display. Here are just a few that made us pause mid-scroll:
- Samantha Beauty – the sweetest team, jaw-dropping hair, and formulations we’re still thinking about.
- SAFO Hair – bringing founder-led scalp care with purpose and clarity.
- TRUFFLuv – yes, there’s truffle in the formula and yes, it feels as luxe as it sounds.
- MORFOSE – bold, pro-grade, and ready to take up space (in the best way).
- BLENDSMART, TEXTURE CRUSH, KIIMA, DYULOKA, Poppin Oils, and MIMOSA LANE , all redefining what innovation looks like in their lane.
We also had our eyes (and noses) on NAISTURE, Samson’s Haircare, Full of Grace, and international favorites like AXIS-Y, BANOBAGI, and Aalok, who are quietly (or not so quietly) disrupting the space.
Now here’s where things get even better…
We’re finalizing our COSMOPICKS as we speak, our official selection of standout brands being featured in the LAFM Beauty Awards. Selected brands will be notified this Monday and given a spotlight in our digital feature (completely free, because when we believe in a brand, we invest in it).
But don’t worry, this is just the beginning. Even if your brand isn’t selected this round, our October Beauty Issue is shaping up to be the most exciting one yet.
We’re talking features, founder spotlights, retailer-ready visibility, and trend deep-dives curated by The LA Fashion’s beauty editorial team. If you’re a brand with a story to tell or a product worth trying, this is your moment to get involved.
Want to be part of it? Whether you’re a startup, a cult-favorite, or a global name with fresh vision, there’s still time to connect with us for coverage, brand strategy, or potential feature inclusion. We’re not gatekeeping over here. CLICK HERE TO FIND OUT MORE
This year’s COSMOPROF NA reminded us that the future of beauty is personal, powerful, and perfectly imperfect, and we’re here for all of it.
Check out our Insta video here
Until next time,
🖤 The LA Fashion Beauty Team
