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Premiere Shows Makes Its West Coast Debut

USA Beauty’s Premiere Show Group Made its Anaheim Debut with 10,000 Visits to The Show Floor and Renowned Educational Programming

Anaheim, CA (April 18, 2023) – Premiere Show Group, the nation’s largest and preeminent network of beauty industry events and world-class educational programming, made its much-anticipated west coast debut of Premiere Anaheim, April 2-3, at the Anaheim Convention Center. The event welcomed 10,000 visits from an energized beauty community eager to return to shows, along with nearly 200 top professional beauty brands and service providers supporting the launch. In addition, Premiere Anaheim brought its renowned educational programming with more than 250 educational classes and hands-on workshops for beauty professionals to hone their skills and learn new trends in their respective fields.

“We are thrilled to have brought the Ultimate Beauty Experience to the west coast,” says Ed McNeill, SVP of USA Beauty LLC,” and to see the California beauty professionals energized about returning to shows. More than 90% of attendees said they were happy with their experience at Premiere Anaheim and that attending was important to their business. We credit a lot of that satisfaction to the amazing support we received from our exhibiting brands, sponsors and inspiring educators to join us on this expansion journey – we thank you!  Our team looks forward to continued and accelerated growth of this event; serving one of the largest markets in the nation.”


The Education

Professionals from all segments of the industry had the opportunity to immerse themselves in more than 250 educational classes and 20+ hands on workshops. Attendees said education was the number one reason they came to Premiere Anaheim and nearly half participated in more than 2 classes. Paul Mitchell’s triumphant return to shows was welcomed with packed classrooms for the renowned education team.  Skincare sensation, Bryght, also brought high-energy to the education offerings with standing room only sessions. Other popular classes and workshops included: Creating Bigger Impact by Painting Less – Balayage Placement Made Easy with SUNLIGHTS’ Abby Warther; Bescene Bob with Hattori Hanzo Shears’ Linh Phan; Wildflowers Play-Stations – a complimentary hands-on nail experience; Hothead’s Sew-In Weft Certification; From Brows on Down with NaturaverdoPro and Brow Down Studio; and Knowledge Destroys Fear with DJ Muldoon.

Electric stage performances on the show floor added to the education program, including: the Paul Mitchell team with special guests Stephen Moody and Noogie Thai; BaBylissPRO (featuring Sofie Pok, Presley Poe, Nogo Martinez and Carlos Los Cut It Estrella); Danger Jones (featuring the Danger Jones Artistic Asylum); Ammon Carver, Leysa Carrillo and Jack Howard presented by Social Art House; Lala’s Updos (with Lala Chihaia); and An Industry For All (with Chrystofer Benson, Greta Coston, Pati Plymire, Cory Hoffman, DJ Muldoon, Ira Pope Sage, Sam Smith, Brayden Pelletier and special guests).


The Brands

The Premiere Anaheim exhibit floor was buzzing with booth demonstrations, new product launches and shopping opportunities, for cosmetologists, barbers, estheticians, nail technicians, and lash, brow and makeup artists. Eighty-nine percent of attendees made purchases at the show and more than half said they met new suppliers that they wouldn’t have otherwise.

BaBylissPRO, CHI by Farouk Systems, Dyson Professional Hair Care Tools, HaloCouture, Leaf and Flower, Wahl and more brought that infamous hair and barber energy to the floor with interactive booths and demonstrations running both days.

Premiere Anaheim’s hair section also proudly served as the launchpad for Danger Jones with a spectacular exhibit and high-energy hair color demos. “Premiere Anaheim was the perfect place for us to launch our new brand Danger Jones,” said Alexis Thurston, Founder & CPO of Danger Jones.  “It allowed us to be in front of thousands of beauty professionals and expand our growing community. Kudos to the Premiere team for pulling off this well-organized and successful beauty event.”

The growing Dayspa and Nail categories for the Premiere Shows Group were introduced to Premiere Anaheim with support from top industry brands including, Bryght, Circadia By Dr. Pugliese, Celluma Light Therapy, Derme&Co, Gelish/Morgan Taylor, Lechat, and Wildflower Nails among others. “The nail and skincare categories are booming in the California market and beyond, and Premiere Shows sees great opportunity to enhance and expand these sections of the show for the estheticians and nail techs in this leading market, much like we’ve done with our flagship Orlando event” says McNeill. We’re inspired by the response received thus far from professionals in attendance and opportunities ahead,” he added.


And The Winners Are!

Competitions rounded out the 2-day event packed with activity.

Barbers competed for the ultimate bragging rights in the Barber Battle Competition, powered by L3VEL3 and sponsored by Barber EVO. Congratulations to winner Emmanuel Flores of Cosmetica Latina Edu Master Beauty School in Downey, CA.

The Nail competition powered by Nailympia and sponsored by Lechat offered six live and four turn-in entry competitions on the show floor. See the list of winners here. Nailympia, the globally renowned competition organization for nail professionals, will be hosting the competition across all Premiere Shows in 2023. Contestants entering in at least two of the four Premiere Shows Nailympia competitions will be eligible to win The Premiere Cup!

Hattori Hanzo Shears put hair stylists’ Bixie Cut to the test, judging who can create this hottest trend with the most creativity and style. Congratulations to winner John Marcel Lopez of Marcel Hair Salon in Miami, FL.

Makeup competitions returned to Premiere Shows courtesy of Jalia Pettis, 3 Jay Productions and sponsored by Rude Cosmetics. The Makeup Artists awarded for their creativity and skill were Melanie Dubarr, of Riverside, CA, showcasing a concept titled Grim Reaper for the Special Effects category, and Alondra Angel in the Extravagant Eyes category.

See the Show Program for the full list of education, artists and brands that were presented at Premiere Anaheim.


The North American Hairstyling Awards (NAHA) 2023

The Professional Beauty Association hosted the 34th edition of the prestigious North American Hairstyling Awards (NAHA) at Premiere on the evening of Sunday, April 2nd. NAHA honored the salon industry’s top artists who have pushed the boundaries of skill and creativity with a spectacular, high-energy ceremony.  For a list of winners, visit:


Up Next On The 2023 Premiere Shows Schedule:

Premiere Orlando, June 3–5, 2023; Orange County Convention Center

Premiere San Antonio, October 1–2, 2023; Henry B. Gonzalez Convention Center

Premiere Columbus, October 8–9, 2023; Greater Columbus Convention Center