I had the best time this year at ISSE 2017. The annual hair, beauty, makeup, nail, and spa show that takes place at the Long Beach Convention Center was held this year on January 28-30.
This year was very different from years passed. Primarily, almost all of the nail brands were situated near each other, making my life and job a whole lot easier. In years passed, nail companies were mixed throughout the show so you kind of had to search high and low to find them.
Some of the nail brands in attendance included: Akzentz, Belava, Bio Sculpture Gel, China Glaze, Christrio, Color Club, Skyline Beauty Supply, ibd, Jessica Cosmetics, LeChat, Nail Labo, Orly, E Nail Couture, Sha-Nail Pro, Vetro, Young Nails, Gelish, Morgan Taylor, Entity Beauty, Artistic Nail Design, Famous Names, Bio Seaweed Gel, etc.
Some nail brands that showed there for the first time included: Aora Nails, Kokoist, Joya Mia, Brillbird USA, and NCLA.
Some of the nail brands not there this year: essie, CND, Light Elegance, INM, Crystal Nails, ENP, OPI, & Apres Nails.
I loved meeting up with the various companies and catching up and seeing whats new.
I also enjoyed meeting with the newer brands showing for the first time at the convention. Brillbird USA, for instance, is an awesome highly extensive product line from Hungary. They offered so many cool things including one stroke art paint, 3-D sculpting gels, and flakey chrome pigments, which is soon to become all the rage.
Aora Nails, this was their first year at the show and they made quite a splash with their huge and highly impressive booth showcasing their chrome pigments and magnetic gel polishes.
Kokoist, a fantastic brand from Japan, was there for the first time, showing their gorgeous highly pigmented potted gels and highly popular fine brushes.
NCLA was there to promote their new line of gel polishes, Gelous?, which I recently got to try and must say, I really Love the formula. They're all 7-free, highly pigmented, and last up to three weeks.
As a whole, I would say this year was year of Chrome. Almost every brand was offering some sort of iteration of the trendy pigment powder, and performing many demos showing what can be achieved with it. Some of the brands offering chrome included- Skyline Beauty Supply, Nail Labo, Aora Nails, Bio Seaweed Gel, Bio Structure Gel, LeChat Nails, and E Nail Couture. The most impressive and informational of all the brands I felt was LeChat. They have a rather extensive offering of chromes, 12 colors, and one of their top educators, Anastasiia Morozova, showed me a few of her award winning design techniques.
Some of the brands did things differently this year and combined booths creating an almost mega booth. Hand and Nail Harmony, for instance, partnered up with Skyline Beauty Supply and had one large booth representing many of their brands, including: Morgan Taylor, Gelish, Artistic Nail Design, and Entity Beauty.
Skyline Beauty Supply probably had the biggest of all the companies booths, having 5 different segments all showcasing different things. There was Whale Spa on one end, Vetro in the middle, Sha-Nail Pro on the other side of that wall, Chrome Pigments and matte top coats were in their own section, and then Hand and Nail Harmony section as mentioned previously. So they definitely took up the most floor space at the show this year and had the largest booth.
Nonetheless, I would have to say Nail Labo was yet again the busiest booth of the show. Whether it's demos with famed celebrity nail artists, like Britney Tokyo or Miho Nails, looki-loos, or just shoppers stocking up on their favorite brand at a discount.
I can't fail to mention I met one of my favorite YouTubers, Suzie Manko, from Suzie's Nail Career Education. She was so sweet and lovely in person I adore her all the more. https://www.youtube.com/channel/UCTldDNXS4GeChcmwm55mXYQ
Like every year, I had each of my nails done by a different nail artist from around the world. My absolute favorite this year goes to my left thumb which features a hand drawn portrait of my malti-poo BooBoz, by the highly talented Vu Nguyen. It took him around ten minutes to do, and literally used just white and black gel polish in various mixed ratios. The result is absolutely stunning and so life like.
If you weren't able to make it to this years show, I highly suggest checking it out next year, there is already information up on the website. Also, if you don't want to commit to a three day pass, you can always go for one day and still have an amazing experience.
For more info on ISSE, check out their website here: https://probeauty.org/isselb/