ShopBeautyNow creates a B to B e-commerce platform for beauty professionals to connect all year long outside of beauty shows and salons. It claims to be answering a true need from "traditional" beauty professionals to better connect thanks to digital tools.

Questex Media Group LLC has partnered with OurBond Inc. to create a new e-commerce platform dedicated to beauty professionals only. Every year, Questex brings together lead suppliers and beauty professionals at the International Beauty Show – a live event where suppliers showcase their new products to the industry. allows beauty professionals to buy from suppliers all year long on top of live events, thus maintaining the connection and business opportunities throughout the year.

A digital International Beauty Show "anywhere, anytime"

The platform will allow IBS exhibitors to host virtual storefronts and therefore develop business opportunities throughout the year for their clients. ShopBeautyNOW is also a real e-commerce platform that allows suppliers to take orders and sell their merchandise online. According to Questex Media Group CEO Kerry C Gumas, “is an opportunity to provide our exhibitors a model to reach their professional beauty customers anytime, anywhere." In a nutshell, helps IBS exhibitors be more visible and continue business all year long.

B to B e-commerce widely underused in beauty industry

This initiative draws on the observation that the online B to B beauty market is largely underused. The B-to-B beauty market represents $30 billion in commerce opportunity, but as Tony D'Avino – EVP of the Questex Beauty, Spa & Wellness division – explains "in the professional beauty community, although 77% already order products online and 73% will likely purchase products online in the next 12 months, there is no online venue exclusively focused on this market that combines tools to buy as well as deep content related to the practice of beauty, spa and wellness professions". wants to help the beauty industry transition to the digital by filling this gap.

By Delphine Prediger