The inaugural Be+Well Beauty and Wellness Show will host the Global Talent Beauty Cup (GTB Cup) for the first time in New York, bringing one of the industry’s most recognized international competitions to the Javits Center in March 2026.
The championship, known for drawing top nail, makeup and brow professionals from more than 40 countries, will be held in a hybrid format with both live and online categories. The structure will allow artists worldwide to compete regardless of location.
GTB Cup is staged in major cities including Chicago, Los Angeles, London, Milan, and Miami, and is regarded as a leading global platform for emerging and established beauty talent.
The judging panel is certified by the International Beauty Association of Trainers and Judges (IBATAJ), which sets standards for ethics and transparency in global beauty competitions. Judges undergo formal qualification and ongoing training to adhere to GTB Cup's technical scoring system, strict evaluation standards, and broad range of trend-driven categories.
At the New York event, GTB Cup will feature live competitions in nail techniques, nail art, brow design, and makeup. This year, the winner of American Salon’s Missus Claws 2025 nail art contest receives an automatic entry to compete in the New York show.
On-site nail categories range from soft gel tip extensions and creative men’s manicures to sculpting styles such as stiletto and modern almond French twist. New York will also debut a new specialty category, “Total Madness: Freaky Nails.” Additional submitted nail-art divisions — including flat art, rhinestone decoration, mixed media, and themed tip designs — will be judged remotely.
Brow and makeup professionals will compete in classic brow shaping, fashion makeup, and commercial smoky-eye makeup.
The online portion of the event will include more than 30 nail categories, along with expanded divisions in makeup, brow, lash and permanent makeup, allowing artists to participate globally.
Contestants will compete for honors that include the best-in-show Grand Prix Cup, Best Team, Best Trainer, and Global Talent Cup awards for the categories of nails, brows, lashes, and makeup. Competitors receive trophies, certificates and prizes from partner brands.
Competitors must register for the 3-day Be+Well Show using the promo code PMGTBNAIL26 to enter the championship area. For more information, tap here.