Questex’s Be+Well | Beauty and Wellness Show New York, the fusion of two iconic industry brands—the International Esthetics, Cosmetics & Spa Conference (IECSC) and the International Beauty Show (IBS)—took place at the Javits Convention Center in New York City from March 8-10, 2026. With expanded offerings, the addition of wellness exhibitors, and increased education on topics that elevate your craft, Be+Well New York was the must-attend event of 2026 for beauty, spa, and wellness professionals.
There was so much great information that was discussed during the education sessions at the show, and I grabbed these presentation points from some of the educators. Be sure to check out the Be+Well website for updates on what to expect at the next event in Las Vegas in June.
Kimberly Morfin - The Art of Brow Lamination: Elevating Shape and Style
- When it comes to brow lamination, it's better to underprocess than overprocess.
- It's cheaper to keep consistent clients than try to get new clients.
- How to make results last: proper redirection, correct timing, aftercare instructions, and pre-booking strategy.
Register for Kimberly's class at Be+Well Las Vegas:
Brow Lamination That Lasts: Safe Techniques for Consistent, Profitable Results
Christina Stratton and Ilana Alberico - Beyond Boss Mode: Building a Wellness-Driven Culture for Growth
- If work is not fun, your employees will look elsewhere.
- If you give respect, you will get it back.
- Assessment of skin quality: Evaluating skin firmness, elasticity, texture, thickness, density, hydration, and collagen loss.
- C.A.R.E. Mode: Embracing wellness-driven leadership for organizational success and growth.
- Wellness-driving leadership is not soft. It is Culture, Accountability, Respect, Engagement.
- Wellness is not a perk. It's an infrastructure.
- The 5 Elements of C.A.R.E Mode: Regulated leadership, Clear boundaries, Emotional safety, Consistent communication, Meaningful accountability
Register for Christina and Ilana's classes at Be+Well Las Vegas:
Beyond Boss Mode: Building a Culture for Growth
Hire Better, Lead Smarter: The New Rules of Building a Team That Stays
Christine Tian - The Biochemistry of Barrier Health: From Irritation to Restoration
- Some of the most effective ingredients to treat barrier damage: panthenol, allantoin, bisabolol, centella asiatica.
- Two hydration systems, two strategies:
- Lipid Matrix
- What is does: prevents water from escaping between cells. Repair with ceramides, cholesterol, fatty acids (the 3:1:1 ratio)
- NMF
- What it does: Pulls and holds water inside the corneocytes. Repair with sodium PCA, urea, amino acids, lactate, hyaluronic acid.
- Lipid Matrix
Register for Christine's classes at Be+Well Las Vegas:
Decode the Label: Cosmetic Formulation for Smarter Recommendations
The Biochemistry of Barrier Health: From Irritation to Restoration
Erin Madigan-Fleck - Skin Analysis: Advanced Assessment Skills & Case Studies
- Skin glycation is not only from sugar, it's also from drinking out of straws and sucking on lollipops.
- Be sure to take before-and-after pictures. You can use a cellphone, just make sure the lighting is good.
- Assessment of skin quality: Evaluating skin firmness, elasticity, texture, thickness, density, hydration, and collagen loss.
Ella Cressman-Sandoval - Is Your Backbar Making You Money? Practical Strategies to Deliver More With Less
- Inventory that sits too long expires, and you'll need to sunset them. It's not impressive to have so many products, it's expensive.
- Cost-per-treatment calculator:
- Step 1: Per-Use Cost - Wholesale cost + Realistic # of treatments per bottle = Cost per use (not what the brand says, what actually happens in your room)
- Step 2: Cleanser + Exfoliant + Mask + Serum + Finishing + Consumables = Total (include everything that touches the client - cotton, gauze, brushes)
- Step 3: Compare to Price - Total product cost + service price x 100 = Your product cost % (target 10-15%, acceptable 15-20%, red flag over 25%
Register for Ella's classes at Be+Well Las Vegas:
The Hidden Profit in Your Spa Back Bar: Smarter Inventory, Stronger Margins
The Power Consultation: How to Build Trust, Deliver Results, and Increase Revenue
Nicole Shemwell - Luxury at the Shampoo Bowl: Turning Scalp Treatments into Scalable Income
- Be sure to rebook clients right after their service; if the client is a member, look to make upcoming appointments through the end of the year.
- Offer a free scalp analysis, you have to start somewhere. When you plant seeds, things will happen.
- From Relaxation to Revenue - Shift thinking from spa treatment to corrective program:
- Step 1: Evaluation (The entry point) - Comprehensive scope analysis and baseline documentation. Do not guess, measure.
- Step 2: Stabilization (6-8 weeks): Weekly treatments focused on repairing the barrier and reducing inflammation.
- Step 3: Monitoring (adjustment phase): Re-scope to validate progress. Transition protocols based on objective data.
- Step 4: Maintenance (membership): Monthly preventative care to ensure long-term stability and recurring revenue.
Register for Nicole's classes at Be+Well Las Vegas:
Luxury at the Shampoo Bowl: Turning Scalp Treatments into Scalable Income
The Missing Link to Healthier Hair, Happier Clients & Higher Tickets
Charmaine Cooper - Menu Magic: Pricing and Packaging Strategies That Sell
- Potential clients scope you out for 6-8 months before deciding if they want to be your client.
- Pricing should be done with confidence, not guilt.
- Go to trade shows because education is billable.
- Don't just be inclusive be integral with specificity.
- Oversaturated service offerings confuse clients. Underpriced services burn out providers. Poor menu structure results in inconsistent results.
Register for Charmaine's classes at Be+Well Las Vegas:
Advanced Care for Melanin-Rich Skin: Science & Precision-Centric Protocols
Stop Undercharging: Pricing That Grows Your Revenue & Positions Your Expertise
Leah Smith - Trend-Driven Growth: The Future of Client Connection in the Beauty Industry
- Fitness and Wellness Professionals: Offer live classes, micro-sessions, accountability groups, habit-based support.
- WhatNot is good for live selling and education.
- Community Opportunities: special needs opportunities, school systems and wellness grants, churches and outreach, nonprofits, corporate wellness, assisted living.