Beauty trends, product innovations and education set the scene for day one of Beauty Expo Australia

Media release

Saturday 24 August 2019

Day one of the most prestigious event on the Australian professional beauty industry’s calendar has taken place, delivering an incredible experience of networking, shopping and education for visitors.

“The opening day of Beauty Expo Australia 2019 has been phenomenal,” said Cory Watson, Event Director for Beauty Expo Australia. “There’s an amazing atmosphere here at the ICC Sydney and it’s incredible to see salon owners and beauty professionals coming together to celebrate everything our amazing industry has to offer. We’ve brought some of the world’s leading talent in beauty to Sydney this year to share the skills and techniques that have made them icons in the industry, and it’s amazing to see visitors so enthusiastic to learn from them and discover all the latest innovations they can take back to the salon to provide for their clients,” concluded Cory.

Beauty Expo is defined by world-class education, with sought-after educators from Australia and the globe gathering in Sydney to share their sought-after tips, tricks, styles and techniques with the industry’s professionals.

Day one of Beauty Expo saw celebrity brow stylist, Kelley Baker, conduct a highly-anticipated, sold-out hands-on workshop in partnership with Elleebana, where visitors learned how to achieve the notorious insta-worthy brow techniques that Kelley applies to her celebrity clients, including the Kardashian sisters, Cardi B, Ariana Grande and Zendaya Coleman. Reinforcing the current beauty trend of defined brows, beauty professionals appeared eager to learn the ‘Kelley Baker Style’ and skills to re-create the tamed arches of Hollywood’s elite back in their salons.

Beauty influencer and internationally renowned makeup artist Penny Antuar’s ‘Mastering the Glow’ Look ‘n’ Learn session was a huge success with visitors. Penny demonstrated her signature makeup looks that have secured her local and international clientele, and shared lessons that she has learned from working backstage at New York and Paris Fashion Weeks, to the delight of visiting makeup artists who can now apply these key learnings to their own careers.

There was plenty of live-action for Beauty Expo visitors to experience on the buzzing expo floor, with back to back education sessions and demonstrations from local and international icons on the Makeup & Grooming Stage and Anti-Ageing Stage, which are free for visitors to attend.

Prominent skin practitioner and educator, Sarah Hudson, led two successful sessions on the Anti-Ageing Stage, where she was also the MC over both days of Beauty Expo. Sarah shared her ideas on ‘Treatment Room Styling and Set-up’ and how beauty professionals can maximise their workspaces in a chic, professional environment.

Big beauty brands attending Beauty Expo previewed new products and treatments to visitors, with many new brands also introduced to the market. Industry-leading brands returned to Beauty Expo, including Babor Cosmetics, Murad, Ultraceuticals, PAYOT, OPI, INGLOT, Lycon, Age Delay, The Global Beauty Group, Young Nails, Bio Sculpture, Crown Brush, Timely, Brow Squad, Mancine Cosmetics, Elleebana, EyEnvy Australia, and Advanced Cosmeceuticals who distribute leading brands including Medik8, Lycogel and Mesoestetic. Beauty Expo also welcomed over 85 new exhibitors for 2019 including Runway Room Cosmetics, Mimic Lashes, Cryotoned, Refectocil, Inika and Sunny Park Skincare.

Director of Silk Oil of Morocco, Shirley Piscina, said the brand had a fantastic first day at Beauty Expo Australia, reinforcing their continued appreciation to the expo.

“Beauty Expo have put on a fabulous show yet again. I’ve been coming here for 16 years and I love that you can meet all of the industry trade professionals, you can showcase your new products, and our visitors love to see everything we’re doing and being able to try our products before they stock our lines in their salons. Our stand has been hammered all day and we’ve sold out of some of our popular products, and we’ve also launched some brand new products too – it’s been fantastic,” Shirley said.

Beauty professionals stocked up their toolkits with heavily discounted products from a plethora of brands offering expo-exclusive show specials. Just some of the specials visitors enjoyed include 20% off Refectocil’s kit range, $15 lash trays from Melbourne Lash Supplies, 30% off the entire range from H&S Nails and Eyelashes Supplier, 50% off storewide from Long Lashes, 30% off the HydroSkinCare range, 40% off the Byonik Laser from Beauty Tech, $15 Solaire and Mediterranean Tan tanning mousses, discounted BB-Glow and Plasmablast training from Attitude Dynamics Consulting, 50% off La Cosmetique sheet masks, expo-exclusive discounted Classic & Volume Eyelash Extension courses, and 20% off all ClinicalPRO skincare.

Beauty Expo Australia will open for its second and final day on Sunday 25 August from 9:00am – 5:00pm, where another packed day of education, shopping and networking will unfold at ICC Sydney. Tickets are available online at or on the door.

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