Insider's Guide to Spas
Attendees at Cosmoprof North America's inaugural Discover Green Pavilion


Growing Cosmoprof North America’s Discover Green Show

Mary Bemis

Green beauty is growing among health-conscious consumers. Last July, Cosmoprof North America and Insider’s Guide to Spas joined forces to debut Discover Green, a special section dedicated to the best of clean, eco-friendly brands. The emphasis was on innovative new products from 20 trend-setting companies, as well as a panel of experts, explaining this emerging market.

“Discover Green was created to anticipate the growing consumer consciousness and demand for clean products,” explains Daniela Ciocan, marketing director at Cosmoprof North America, and the brains behind Discover Green. “It was a natural progression for our show, and it was an immediate success upon launch.”

With an emphasis on indie brands, Discover Green was strategically placed to allow exhibitors to distinguish themselves, giving attendees and buyers a showcase that was welcoming and not overwhelming. “With over 1,100 exhibitors at Cosmoprof North America, we wanted this area to be and look more exclusive,” explains Ciocan.

It was definitely a hotbed of activity—and with its tasteful design that included a lounge area in the center of the section, Discover Green allowed ample space for visitors to sit and chat amidst the hubbub and enticing scents the special section provided. Nobody wanted to leave the space—it was truly an oasis.

“It was abundantly evident that professionals who have a keen grasp of the market’s interest in natural products contemplated, curated, and organized the Discover Green Pavilion.”

Mother Nature Meets Shabby Chic

“For Discover Green, it was important that we mirror the brands and department stores that cater to the market,” explains Ciocan. “We wanted clean designs with a rustic feel. Chalkboards allowed brands to create their ‘menu’ of items, and acted as brand signs. Wood table tops, green shrubs, and a mural further helped design the area. Think Mother Nature meets Shabby Chic.”

It should come as no surprise that the show was a success—Cosmoprof North America, is the leading B2B beauty event that has won numerous awards from “Greatest Show” to “Most Innovative Show” to “Marketing Genius Award.” Close to 34,000 attendees from 113 countries visited the 2016 show—making it an ideal venue to launch Discover Green.

“Among all of the tradeshows in 2016, Cosmoprof Discover Green was by far the most successful event for us,” says Blue Beautifly CEO and founder Vida Karamooz, PhD. Karamooz says the show provided an excellent setting for connecting those who seek to promote health and beauty while caring for the planet. “It was abundantly evident that professionals who have a keen grasp of the market’s interest in natural products contemplated, curated, and organized the Discover Green Pavilion. Equally as notable to the attendees and exhibitors were the event’s absolute authenticity, thoughtful arrangement, and meticulous execution.”

New in Natural Beauty for 2017

A host of indie brands have signed on for Discover Green’s second annual event, taking place at Mandalay Bay in Las Vegas, July 9th through 11th. Among the  show’s newcomers is MyChelle, a Colorado-based company known for its scientifically advanced formulas based on natural bioactives. Says Kimberly Heathman, CMO, “MyChelle is both thrilled and honored to be a part of Discover Green at Cosmoprof 2017. For over fifteen years, we’ve been committed to developing safe, conscious, and ethically sourced products and have always seen natural, clean science as a consumer expectation rather than a trend. As a part of this innovative section, we look forward to sharing our important message with retailers looking for brands that not only provide professional results but are formulated with ingredients that do not compromise personal health and safety, or the wellbeing and conservation of our environment.”

Cosmoprof North America has expanded its natural beauty section with the addition of Discover LEAF for green brands that are seeking distribution in high-end chain spas, explains Ciocan. The new area will have its own distinguished look and customized marketing. Additionally, there will be a dynamic half-day conference. We’ll be sharing more on this in the coming weeks, so stay tuned.

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Mary Bemis

Mary Bemis

Mary Bemis is editorial director of She is an award-winning spa journalist, honored with Folio's Top Women in Media Award, and the distinguished ISPA Dedicated Contributor Award. In 1997, she launched American Spa magazine, and in 2007, Mary co-founded Organic Spa magazine. A pioneer in the sustainable spa and beauty worlds, Mary is co-curator of Cosmoprof North America's Discover Green Pavilion. She sits on the board of Wellness Warrior, is a Global Wellness Day Advisor and a co-founder of the Washington Spa Alliance.