"No other brand ever did this- a penthouse in NY just for us to relax, eat, drink, create, connect and just enjoy...The GelBottle won my heart," @kleopatra.ts wrote on Instagram.
While the stars walk the runway during Fashion Week, an army of hairstylists, makeup artists, and nail technicians work around the clock backstage to bring every look to life, even when the spotlight stays out front. To escape the chaos, The Pro Penthouse was designed to give these artists a dedicated space to recharge, connect, and be celebrated during one of the industry’s busiest weeks.
The GelBottle Inc, DUEL and Cosmo Prof Beauty, the professional beauty supply network of Beauty Systems Group, debuted The Pro Penthouse: a dedicated home for professional hairstylists, nail technicians and beauty professionals to go between shows, charge their devices, grab food and drinks, connect with peers and stock up on product from the brands they love.
Each partner brought something unique to the activation, from the UK-born professional nail brand and inventor of BIABTM, to the brand advocacy platform trusted by leading beauty brands to turn their communities into growth engines and the nation’s leading wholesale distributor serving licensed beauty professionals.
TGB brings its longstanding relationship with the professional nail community it was built to serve. Duel, host of the space at its New York HQ, brings its expertise in community-building. Cosmo Prof, its network of professional beauty brands and authority on trends to the experience.
Professionals got the chance to revel in The Pro Penthouse from Sept. 10 through Sept. 12, continuing with a full day of masterclasses for the nail tech community on Sept. 13, coinciding with the kick-off of New York Fashion Week.
Pro Penthouse guests indulged in on-site product recommendations, shade matching and light touch-ups from Pixi, alongside styling expertise from milk_shake, plus gifting from The GelBottle, Neom, Grace & Stellar, with food and drinks throughout the day.
