Every year, Cosmoprof North America Las Vegas brings together the beauty industry’s brightest innovators, disruptors, and trendsetters. This year, the NEW YOU Magazine team walked the show floor with one mission: to uncover the most exciting beauty, wellness, skincare, haircare, and lifestyle brands so our readers don’t have to.
Submission Beauty
A brand focused on accessible beauty and self-expression, Submission Beauty continues to attract attention for its bold approach to makeup and individuality. Submission Beauty is a Los Angeles-based beauty brand that is redefining sustainable cosmetics with its collection of plant-based, vegan, and cruelty-free glitter products packaged in zero-plastic packaging. Designed for all skin types, the brand combines bold self-expression with environmental responsibility, offering high-impact, editorial-worthy sparkles and pigments that allow beauty lovers to create standout looks without compromising their values. Submission Beauty’s commitment to proving that clean beauty can still be creative, fun, and fashion-forward, making it a standout brand for consumers seeking both sustainability and performance.
Where to buy: SubmissionBeauty.com and select specialty beauty retailers.
Brand with a Heart
Brand with a Heart is a clean beauty brand that lives up to its name by combining high-performance formulations with a mission-driven purpose. Made in Canada, the brand is proudly vegan, cruelty-free, and powered by plant-based ingredients, with every product formulated around its signature M+ Cocktail™, a proprietary blend of highly potent superfoods, botanical extracts, and proteins. The formula features ingredients such as maqui berry, bamboo extract, a protein complex, and a nutrient-rich superfood blend, designed to help nourish and strengthen hair while supporting overall hair health. What truly sets Brand with a Heart apart is its strong commitment to giving back. The company is deeply rooted in ethical values and donates a portion of its proceeds to charitable organizations close to its heart, including The Heart and Stroke Foundation and PETA, allowing consumers to support meaningful causes while investing in cleaner, more conscious beauty.
Where to buy: BrandWithAHeart.com and select beauty retailers.
Dionis Goat Milk Skincare
One of our favorite discoveries at Cosmoprof was Dionis Goat Milk Skincare. The brand’s hero ingredient, goat milk, closely matches the pH level of human skin, helping products absorb more effectively without leaving behind a greasy residue. Goat milk is naturally rich in vitamins, proteins, fatty acids, and gentle lactic acid, making it ideal for sensitive skin and compromised skin barriers. Founded on a Pennsylvania goat farm, Dionis has become a trusted source for nourishing body care that delivers hydration while remaining gentle enough for everyday use. Beyond its skincare benefits, Dionis is committed to sustainability and ethical beauty practices, utilizing packaging made from recycled plastics and maintaining a completely cruelty-free product line. The company also supports the Philly Goat Project, a first-of-its-kind nonprofit organization based in Philadelphia that uses trained, friendly goats to provide free community engagement programs, animal-assisted therapy, educational initiatives, and teen job training opportunities. By supporting Dionis, consumers are not only caring for their skin but also helping support a meaningful community-focused mission.
Where to buy: Ulta Beauty, Amazon, and DionisGoatMilkSkincare.com.
Malibu C
A favorite among professional hairstylists, Malibu C is known for wellness-driven haircare solutions that help remove mineral buildup, restore shine, and improve overall hair health. Malibu C is one of the most trusted names in professional hair wellness, known for creating science-backed treatments that address common hair concerns at the source. The brand’s most iconic product, the Hard Water Wellness® Hair Remedy, has built a loyal following among consumers and salon professionals because it helps remove hard water mineral buildup, including calcium, magnesium, copper, and other metals that can leave hair dull, dry, discolored, and difficult to manage. Using a patented vitamin C-based chelating technology, the treatment helps restore softness, shine, vibrancy, and manageability without stripping color, making it especially popular for color-treated hair. It remains one of the brand’s signature products and is often considered the hero product that put Malibu C on the map.
Where to buy: Salons, professional beauty suppliers, and Malibu C online.
Palladio Beauty
Palladio Beauty has built a loyal global following by combining affordable, high-performance makeup with skin-loving botanical ingredients. Founded in 1999, the brand is now sold in more than 50 countries worldwide, making it one of the most recognized clean beauty brands in the mass market category. Palladio is known for its botanical and vitamin-infused formulas, offering cruelty-free, paraben-free products with many vegan and gluten-free options that help consumers achieve beautiful results while being mindful of skin health. Among its most popular products are the Under Eye Brightener, Lip Stain Marker, Retractable Waterproof Eyeliner, Skin Tint, and the iconic Rice Collection, including its Rice Powder and Rice Paper Blotting Sheets, which have become longtime beauty favorites for controlling shine and creating a flawless finish. What impressed the NEW YOU team at Cosmoprof was Palladio’s ability to deliver trend-driven, professional-quality cosmetics at accessible price points while maintaining its commitment to clean beauty and botanical-powered innovation.
Where to buy: Ulta Beauty, Amazon, PalladioBeauty.com, and select retailers.
TAD Beauty: The Future of Lashes Has Arrived
Among the most talked-about innovations at Cosmoprof were TAD Beauty’s revolutionary 3D-printed lashes. The company has developed what it calls the world’s first 3D-printed DIY lash clusters, manufactured in the United States using patented technology. Their Memory Flex™ design allows lashes to maintain their curl, shape, and comfort for days while providing a lightweight, seamless fit.
Unlike traditional lash clusters that can lose their curl and shape after wear, TAD’s patent-pending Memory Flex™ Technology allows the lashes to maintain their original shape and bounce back into place, even after days of wear. Designed for exceptional comfort, flexibility, and durability, the lightweight lash clusters can last up to a week or longer with proper application, offering a salon-quality alternative from the comfort of home. The technology also makes them an excellent option for consumers who experience sensitivities or discomfort from traditional lash extensions, as the lashes are engineered to fit naturally along the lash line without poking, rubbing, or causing irritation.
Where to buy: TADBeauty.com, Amazon, and select professional beauty distributors.
Aware Hair
AWARE Hair is redefining hair care through a scalp-first philosophy, recognizing that healthy hair begins with a healthy scalp. Founded in Los Angeles by a mother-daughter team, the brand was created to bridge the gap between professional salon performance and long-term scalp wellness. Rather than focusing solely on the hair itself, AWARE approaches scalp care the way skincare brands approach facial skin, with science-backed formulas designed to support the scalp barrier, balance the microbiome, reduce buildup, and create the ideal environment for stronger, healthier-looking hair.
AWARE’s hero 9·1 Professional Scalp Care Collection, including its bestselling shampoo, conditioner, and leave-in styling conditioner. Powered by the brand’s proprietary AWAREBIO™ Complex, the formulas combine bioactive ingredients such as hyaluronic acid, green tea extract, and antioxidant-rich botanicals to help combat shedding, improve hydration, and support overall scalp health while delivering salon-quality results.
Where to buy: AwareHair.com, and select professional beauty retailers.
GLO by CO2Lift
CO2Lift has long been a favorite among dermatologists and aestheticians, and their newest innovation, GLO by CO2Lift. Using advanced carboxy technology, the brand delivers skin-rejuvenating oxygenation benefits that hydrate, brighten, smooth, and improve overall skin radiance. Unlike traditional skincare products that work only on the surface, CO2LIFT’s patented technology utilizes carbon dioxide to help increase oxygen delivery to the skin, supporting hydration, radiance, firmness, and overall skin rejuvenation. They’re known to help improve hydration, texture, and visible signs of aging.
Where to buy: CO2Lift.com and participating skincare professionals. https://shop.app/products/173669220382/co2lift-glo-double-set-pack
Euthymol
Euthymol is one of the most recognizable names in oral care, blending more than a century of British heritage with modern innovation. Originally established in 1898, the brand has built a loyal global following thanks to its distinctive formulas, bold mint flavor, and iconic packaging. Recently, Euthymol has experienced renewed popularity on social media and among beauty enthusiasts with the launch of its viral Purple Whitening Toothpaste, which uses a violet tone-correcting technology to help neutralize yellow tones and instantly brighten the appearance of teeth while also providing stain protection and long-lasting freshness. Alongside the Purple Whitening formula, the brand’s classic Original Pink Toothpaste remains a bestseller, beloved for its signature flavor and effective plaque-fighting properties.
Where to buy: Amazon, LG Beauty, Euthymol and retailers nationwide.
Lionyx Lacquer
Lionyx Lacquer is a rising indie nail brand bringing a luxury approach to self-expression through bold, effect-driven nail color. Founded as a woman-owned brand and proudly made in the USA, Lionyx Lacquer has quickly attracted attention for its highly pigmented formulas, clean beauty standards, and artistic finishes that go far beyond traditional nail polish. The brand’s vegan, cruelty-conscious, and 10-free formulas are designed for long-lasting wear while delivering eye-catching specialty effects including holographic, thermal, multichrome, shimmer, and magnetic finishes that have become increasingly popular among nail enthusiasts and collectors.
Where to buy: https://lionyxlacquer.com/
SOLSELLER
SOLSSELLER is a luxury beauty brand from San Juan, Puerto Rico, bringing together skincare and makeup in a way that reflects the growing demand for beauty products that do more than simply enhance appearance. Their makeup is infused with skin-loving ingredients, allowing consumers to care for their complexion while wearing it. Rather than treating skincare and cosmetics as separate categories, SOLSELLER seamlessly blends the two, offering products designed to support healthy, glowing skin with every application.
The brand is especially known for its standout Probiotic Serum, a hero product created to help support the skin barrier and promote a balanced, radiant complexion. This skincare-first philosophy extends throughout the entire collection, with makeup formulas enriched with beneficial ingredients that nourish the skin while delivering performance and wearability.
Where to buy: Solseller.com and select beauty retailers.
Blé de Fonty
Blé de Fonty is a luxury skincare brand from Singapore that has spent decades building a reputation for combining scientific innovation with premium beauty rituals. The brand’s unique approach to skincare through its signature capsule-sealed serum technology, which helps preserve freshness, potency, and ingredient stability with every use. Developed in Singapore and backed by ongoing research and innovation, Blé de Fonty has become particularly well known throughout Asia for its targeted anti-aging solutions and skin barrier-focused formulations. The brand’s philosophy centers on what it calls a “lipid-first” approach, utilizing skin-identical botanical lipids and carefully selected active ingredients designed to support long-term skin health, hydration, and radiance.
Among its most popular products are the brand’s iconic Miracle Pearls, single-dose serum capsules formulated to address specific concerns including hydration, firming, wrinkle reduction, skin repair, brightening, and contouring. Available in a range of targeted treatments for the face, eyes, lips, neck, and body, these elegant capsules have earned a loyal following for their convenience, efficacy, and luxurious user experience. With more than four decades of skincare expertise and a growing international presence, Blé de Fonty continues to position itself as one of Singapore’s most innovative beauty success stories.
Where to buy: BlédeFonty.com, flagship stores in Singapore, and select luxury beauty retailers throughout Asia.
SHEIN Beauty
SHEIN Beauty continues to make waves in the beauty industry by translating social media trends into affordable, accessible products for a global audience. Known for its fast-moving product launches and trend-driven approach, the brand appeals to younger consumers who love experimenting with makeup, skincare, and beauty accessories without the premium price tag. SHEIN Beauty’s ability to quickly identify emerging trends and deliver viral-worthy products that resonate with today’s digitally native beauty consumer.
Where to buy: SHEIN.com and the SHEIN app.
Be Care Love & BELIEVE Haircare
One of the most unique concepts we discovered was BELIEVE Haircare from Be Care Love. Beyond offering clean, peptide-powered haircare for fine and thinning hair, the brand introduces a wellness component unlike anything we’ve seen before. Consumers can enter their name and birthdate online and receive personalized daily encouragement messages at 11:11, blending emotional wellness with hair wellness. Their Speak Volumes collection utilizes biotin, caffeine, keratin peptides, and certified organic ingredients designed to support volume and healthier-looking hair. Be Care Love also showcased its spa division, including professional manicure and pedicure kits, sugar scrubs, moisture masks, and salon-quality body treatments. https://becarelove.com/
Where to buy: BELIEVE is sold exclusively at Whole Foods Market and Believe.Hair. Spa products are available through BeCareLove.com.
After days spent discovering hundreds of exhibitors at Cosmoprof Las Vegas, one thing became clear: beauty is becoming smarter, cleaner, more intentional, and increasingly tied to wellness. Whether it’s biotech-powered skincare, mental-health-supported haircare, advanced lash technology, or ingredient-conscious formulations, these brands are leading the next chapter of beauty innovation. And as always, NEW YOU Magazine will continue doing the searching so you can discover the best beauty innovations first.
