Questex unifies iconic events into one powerful brand: Be+Well
The Beauty Industry Report
Fall 2025
By Jayne Morehouse
Questex, producers of the International Beauty Show; International Esthetics, Cosmetics & Spa Conference, American Salon and American Spa magazines; and other iconic industry media brands and events, has integrated their properties into Be+Well, the first brand platform to fully integrate the beauty, spa, wellness and fitness industries under one umbrella. This bold initiative brings together decades of industry leadership, trusted media brands and legendary events to create a new one-stop destination for industry brands, professionals, educators and other stakeholders alike.
Serving hair, skin and body professionals in the beauty, spa, wellness and fitness industries, Be+Well Media and Events includes Be+Well | Beauty and Wellness Show (The International Beauty Show and International Esthetics, Cosmetics and Spa Conference), American Salon, American Spa, Spatec and Sibec, including the former Club Industry events.
Why the time is now: According to the Global Wellness Institute, the beauty and wellness industries are undergoing a significant transformation and unprecedented growth. Recent market economy projections indicate they will reach $9 trillion by 2028. Plus, according to McKinsey & Co., 82% of U.S. consumers now consider wellness a top priority in their everyday lives. Professionals must be ready to serve them.
Beauty Industry Report recently spoke with Questex Wellness Group’s Jess Tyler, market leader & vice president, and Elizabeth Trevorrow, partnership & event director, who are spearheading this huge rebrand, for the inside story. We are delighted to share their insights with you.
Jess Tyler
Elizabeth Fantetti Trevorrow
BIR: Welcome, Jess. Please share your news!
Jess Tyler: Be+Well is a fresh take on two iconic industry events that have shaped what beauty, spa and wellness mean for licensed professionals today. For over 125 years, two powerhouse brands—The International Beauty Show and International Esthetics, Cosmetics & Spa Conference—have defined excellence in their respective industries. Now, those two visionary leaders are coming together to form one united community: Be+Well | Beauty and Wellness Show.
BIR: Why now?
JT: We are witnessing a powerful movement in wellness. People are seeking more than products and services—they want transformation, balance and empowerment. 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. In addition, we’ve seen that Beauty and Personal Care account for the biggest spend in the Wellness category, and the lines continue to blur. Because the distinctions are fading, it makes sense to bring them together on one platform. Be+Well exists to ignite a community that empowers beauty, spa, wellness and fitness professionals to elevate lives, nurture wellbeing, and shape the future of this movement together.
As salons and spas evolve into full-body wellness destinations, and the demand for AI and personalization continue to rise, the needs of attendees and their customers have changed. Be+Well was created to meet and support this change by offering a streamlined, one-stop destination that aligns with today’s personal care service industry.
BIR: Hi, Elizabeth. Congratulations on such an extraordinary undertaking. Tell us about the process.
ET: Rebranding two iconic events into one unified experience is both a challenge and an incredible opportunity. I’m especially excited about how Be+Well embraces cosmetologists while recognizing the evolution of our industry and its deepening ties to the wellness movement. For years, the IBS and IECSC brands have stood side by side; now, under one powerful banner, they’ll move forward together—stronger, more relevant and more inspiring for our beauty and wellness professionals.
BIR: What difference will attendees notice?
ET: The first show under the Be+Well platform will be our legacy New York event on March 8-10, 2026. The fusion of the IBS and IECSC brands, along with fitness and wellness, will be brought to life on a fully transformed and cohesive show floor. The new layout will consist of “neighborhoods” that bring communities of buyers and sellers together. They will blur the lines between traditional beauty, spa and wellness and deliver the ultimate educational and shopping experience for our attendees. Neighborhoods will include Hair & Salon Essentials; Spa & Wellness; Nails, Cosmetics & Lashes; Business & Education District; Retail Zone and a NEW! TechZone.
In addition to hair color, stylers, moisturizers and masks, attendees will find the newest products for sleep health, nutrition, total body hydration, wearables, supplements, fitness equipment and so much more. We’re carefully curating a show floor that for the first time promotes head-to-toe wellness.
While professionals can’t possibly be experts in every category, it makes sense for them to be aware of the newest developments in treatments, services and products, as well as how the services and products work together to help their clients look and feel their best from the inside out and the outside in.
It’s super-exciting to bring them all under one umbrella to empower individuals and create communities and networks of professionals who are offering the holistic wellness approach to make life better for their clients.
JT: What really impressed me in joining this industry is how everyone is so committed to helping their clients. These hair, skin, nails and spa professionals go beyond technique—they invest in people. In turn, we care about helping these pros be successful by bringing them the newest and best for their clients. This education and knowledge have progressed from nice to have to must-haves for today’s professionals.
BIR: Tell me more about the “Be+Well” theme.
ET: In addition to helping our professionals help their clients be well, we are passionate about helping our professionals be well, too. We want to help them be well in every aspect of their personal and professional lives from how to run their businesses to how to take care of themselves. Whether that means providing business education to help boost their bottom lines, sharing tips and tricks they can use throughout the day to keep their energy up or creating communities of like-minded professionals who love support, we want them to know that we are their partner in helping them be their best.
Be+Well applies to education, as well. It’s a very synergistic approach. We’ve dedicated many months collaborating and thinking outside of the box about how to bring this new approach to life and how we can partner with them. Jess has brought so many new ideas to how all of our divisions can work together to benefit attendees, exhibitors and other stakeholders. Now, they’re paying off.
BIR: How will the shows and media work more collaboratively?
JT: Whether on the beauty or spa side, it’s important to us that our licensed professionals can see themselves as part of this community. It’s also important to us to map their attendee journeys fully, based on their interests. To bring that to life, we are connecting what we’re writing about in American Salon and American Spa to our neighborhoods on the show floors.
BIR: How will this new approach flow through to your exhibitors?
ET: Our sales team is doing a phenomenal job helping exhibitors to provide more of long-term business partner experience vs a short-term selling booth. We are working with them to create year-long engagement in our events, media and social media, as opposed to a typical trade show presentation.
JT: It’s a consultative plan combining both product sales and thought leadership. Our goal is to serve the industry. When you break it down and stay true to their core, the conversations are deeper and more valuable.
BIR: What’s the bottom line?
JT: IBS New York is over 125 years old. It’s been through a lot of evolution and transformation. This is the logical—and most exciting—next step. It offers a fresh perspective on content and education—and how they work together.
Be+Well | Beauty and Wellness Show will take place in New York on March 8-10, 2026; Las Vegas on June 27-29, 2026; and Florida on August 30-31, 2026. For more information, visit www.bewellmediaandevents.com and www.bewellshownewyork.com.