Events company Questex has introduced a new umbrella brand called Be+Well for its activities across all spa and beauty markets, to recognise the evolution salons and spas are undergoing – into wellness destinations.

The Be+Well Media and Events will host a brand new trade fair called the Be+Well Beauty and Wellness Show which will unite two well-known events in their respective sectors: The International Beauty Show and the International Esthetics, Cosmetics and Spa Conference.

Questex believes the harmonisation of these two brands will create a one-stop event that aligns with the personal care service industry’s needs.

Elizabeth Fantetti Trevorrow, partnership and event director at Questex's Wellness Group, said: “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 recognising the evolution of our industry and its deepening ties to the wellness movement,” she added. “For years, these two brands have stood side by side. Now, under one powerful banner, they’ll move forward together, stronger, more relevant and be more inspiring for our beauty and wellness professionals.”

The show floor layout at this merged event will have “neighbourhoods” that will bring together spa, beauty and wellness brands.

There will be neighbourhoods for:

• Hair and salon essentials• Spa and wellness

• Nails• Cosmetics and lashes

• Business and education• Retail

• TechZone – this area is a new addition

The next editions of the Be+Well Beauty and Wellness Show will take place in the US in 2026:• New York – 8-10 March

• Las Vegas – 27-29 June• Florida – 23-24 August

Be+Well Media and Events will also host Spatec, Sibec and its former Club Industry events. It will also publish American Salon and American Spa magazines.