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The consumer-focused event draws several thousand beauty enthusiasts to the World Trade Center Oculus, setting a new standard for industry-consumer connection.
October 31, 2025
By: Rachel Klemovitch
Assistant Editor
The launch of the inaugural Beauty New York – an event concept poised to become the “fashion week” for beauty that is inclusive and forward-thinking – was a success, taking over NYC for “the biggest week in beauty,” made for consumers, powered by industry.
From the very beginning, Beauty New York was designed with a clear mission: to move the beauty industry forward, elevate new voices, and create a space where culture, innovation, and consumer connection intersect.
The event was not just a showcase of products, but a celebration of progress, creativity, and the possibilities of the future of beauty.
Liza Rapay, Founder of Beauty New York, said,
“My vision was to build something that would move the industry forward — a stage that reflects our influence in culture, a home where new ideas and new voices can rise, and a bridge that connects us more closely to the people we serve. Beauty New York had to be a force for progress. For possibility. For the future of beauty itself.”
The celebration continued with Beauty New York’s Impact Awards and Launch Party on October 16th, an industry-exclusive event with 350 beauty executives, founders, and culture shapers.
The awards celebrated those making an impact and driving the industry forward – a pillar of Beauty New York’s objective.
Honorees included:
The large-scale pop-up event hosted over 30 brands to showcase their innovation and tradition across various price points.
The selection included brands like trending Korean Beauty favorites TirTir and Mixsoon, skincare innovators Dr. Dennis Gross, Borghese, and Medik8, fragrance favorites Dossier, Nishane, emerging indie fragrance brand Brown Sugar Babe, and 7 Virtues, and exciting new-comers like Amaxy, Spooge, and Go Beauty.
Through interactive displays, product sampling, and immersive experiences, brands created genuine connections with their target audience at Beauty New York.
MasterClasses at Beauty New York offered expert-led sessions that showcased both the art and the business of beauty.
The programming centered around these two pillars: Artistry – empowering one’s beauty routines, and Industry – inspiring a new generation of beauty leaders.
Popular classes included ‘The Art of Skin: Mastering Prep and Dimension’ with Chloe Grace Baltimore, ‘Flawless Camera-Ready Makeup’ with celebrity makeup artist Scott Barnes, ‘Super-Selling Beauty On TikTok’ with Iced Media, and ‘Breaking In & Moving Up: Careers In Beauty’ with Cosmetics Executive Women (CEW).
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