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A jam-packed CEW Beauty Expo floor.
September 26, 2025
By: Nancy Jeffries
Writer and Editorial Development
By Nancy Jeffries • Contributing Editor
Cosmetic Executive Women (CEW) celebrated the 2025 Beauty Awards Finalists at the fourth annual Beauty Expo. The members-only event attracted 1,000 attendees to engage and network with more than 270 finalists in makeup, skincare, fragrance, haircare, wellness and more.
The Expo, held in New York’s Metropolitan Pavilion, earlier this month, featured a centrally located product demo area on the first floor. The second floor included a hands-on experiential area, offering hand massages, aromatherapy, nail bar and lounge. With numerous on-site activities, the venue buzzed with excitement as attendees sampled luxurious skincare products, sublime scents, haircare solutions and innovative ingredients.
The Beauty Expo is a precursor to the annual CEW Beauty Awards, which recognize excellence in the beauty industry. The awards acknowledge indies, as well as established classics, and hold the distinction of being the only award voted on by industry insiders, who know the best in beauty. Winning products in each category will be announced at the Beauty Awards Luncheon at the Hilton Midtown Hotel in New York City, on November 11, 2025.
The Beauty Expo drives votes for this year’s winners and offers a preview of the newest of-the-moment beauty products, trends and news. CEW Chief Content Officer Andrea Nagel emphasized the event as an opportunity for connectivity and experimentation.
“The Beauty Expo gives attendees the time to touch, try, and experiment. There are 276 finalists across 35 categories, and voting officially opens today,” said Nagel. “It’s a time to connect everyone together, play with beauty, meet your colleagues and vote.”
Here is a link to the 2025 Beauty Awards finalists.
In addition to hand massages, nail services and aromatherapy, provided by event partner, SpaChicks, there were numerous on-site activities presented to engage and inform. Amazon featured a vintage photobooth and virtual try-on experience. Here, lipsticks by Clinique and Sulwhasoo, and tinted lip serum by Laneige gave attendees a chance to see themselves (virtually) in various hues and intensities.
CVS’s Beauty & Wellness Carnival invited attendees to sniff and identify scents, and Ipsy presented a claw machine, where participants could zero in on a beauty product-filled cosmetic bag of their choice. Everyone was a winner!
Drunk Elephant offered a Skin Smoothie Bar, Smartwater featured a Hydration Station and Kenvue presented a Spin the Wheel prize wheel. Additional activations were provided by Bazaarvoice, Tonnie’s Mini’s sweet treats and PIMS, which offered a coffee bar.
Categories include an array of beauty products, from body moisturizers and body scrubs, to fragrances, shampoos, facial cleansers and treatments, makeup and complexion products, including bases, lip colors, and eye products, as well as wellness and indies. Other categories include Trailblazer, featuring the Iconic Beauty finalists; Sustainability Excellence Award finalists, presented by DSM-Firmenich; and the Suppliers Award: Ingredients and Formulations, presented by New York Society of Cosmetic Chemists (NYSCC).
Each year, the high energy event, both pedagogic and performative, brings products to life for hundreds of attendees, and offers a welcoming platform for discovery. Event sponsors this year were Platinum sponsors: Amazon and DSM-Firmenich; Gold Sponsors: Raymond James, CVS Pharmacy, and Bazaarvoice; Silver Plus and Silver Sponsors: Cosnova, Kenvue, Bath & Body Works, Beauty Barrage, Drunk Elephant, Elevation Labs and Ipsy.
Event partners included New York Society of Cosmetic Chemists (NYSCC), Cosmoprof North America, Beauty New York, PIMS, WWD/Beauty Inc., RPG, Spa Chicks and TM-Tonnie’s Minis. CEW is an inclusive organization, with more than 8,000 members globally, that empowers and advances women by providing the support, education, connections and recognition necessary to elevate and advance careers.
Additional information may be found at: www.cew.org.
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