Two of the world’s oldest beauty and spa trade shows are adding a wellness component and uniting under one brand to form “the ultimate event for hair, skin, and body professionals.”
Media and events company Questex says its industry-leading International Beauty Shows and International Esthetics, Cosmetics, and Spa Conferences are joining forces along with a new wellness arm to form the powerhouse Be+Well | Beauty and Wellness Show.
The move is a response to rapid growth and ever-blurring lines between beauty, spa, wellness, and fitness, says Questex executive Elizabeth Fantetti Trevorrow.
“Rebranding two iconic events into one unified experience is both a challenge and an incredible opportunity,” says Trevorrow, the Partnership & Event Director for Questex’s Wellness Group.
She adds that while other industry events tend to focus on one vertical, none until now have united all three.
“I’m especially excited about how Be+Well embraces cosmetologists while recognizing the evolution of our industry,” Trevorrow says, “and its deepening ties to the wellness movement.”
Under the Be+Well Umbrella
The inaugural Be+Well will take place March 8-10, 2026 at the Javits Convention Center in NYC, replacing the IBS/ IECSC shows that for years have operated side by side as a two-for-one event.
The mega-show will expand beauty and spa offerings, while adding fitness/ wellness exhibitors and education on topics that have rapidly been merging into beauty and spa spaces.
Those include, among others: sleep health, recovery, tech and wearable devices, nutrition and supplements, wellness tourism, and longevity.
Expo floor zones consist of: Hair & Salon Essentials, Spa & Wellness, Nails, Cosmetics & Lashes, Business & Education District, Retail Zone, and NEW! TechZone.
Jess Tyler, the Wellness Market Leader and VP for Questex, says joining the three industries under one roof makes it easy for professionals and entrepreneurs to evolve their career training and business models in ways that align with the future of beauty, spa, and wellness.
“We are witnessing a powerful movement in wellness. People everywhere are seeking more than products and services — they want transformation, balance, and empowerment,” Tyler says.
“The professionals guiding them on this journey deserve a place to be inspired, to learn innovative techniques, share wisdom, and access the tools that will help them make a difference.”
A Bold Industry Shake-Up
The Be+Well initiative rolls the new wellness branch into decades of beauty and spa industry leadership and events, along with media brands: American Salon and American Spa are the media partners for IBS and IECSC, respectively.
Trevorrow, from Questex, calls it a potent combination. “For years, these two brands have stood side by side,” she says. “Now, under one powerful banner, they’ll move forward together, stronger, more relevant, and more inspiring.”
Allan Share, President of the Spa Industry Association, is “beyond thrilled,” saying there’s never been a better time to create a resource that combines beauty, spa, wellness and fitness in one approach.
“It’s the first time we are truly coming together to offer a holistic and integrated experience for our attendees,” he says. “I’m confident the benefits will have a lasting, positive impact.”
The Be+Well | Beauty and Wellness Show will take place in New York from March 8-10, 2026; Las Vegas from June 27-29, 2026; and Florida from August 23-24, 2026.