Beauty NEWS: 29 Beauty Brands Selected for Special California Export Initiative

Building upon the initial success of its launch at Cosmoprof Bologna in March 2012, the 11 participants of the California: A State of Beauty Pavilion have since generated more than $13 million in export sales, entered 27 distinct markets and created 54 jobs in just nine short months.  Organized by the Center for International Trade Development (CITD) in Long Beach, this export initiative has selected twenty-nine brands to be part of their exclusive 2013 California: A State of Beauty Pavilions at both Cosmoprof Bologna and newly added Beauty World Dubai. With a few spaces left, CITD – Long Beach is looking for California-based beauty brands that want to attend these events at a highly offset rate and grow their businesses globally.

"Working with CITD Long Beach in 2012 was the right decision for our company, and we are excited to partner with them again for the new trade missions in 2013. Their services gave us and other small businesses an opportunity to collectively present and showcase our products internationally. Furthermore, CITD Long Beach’s resources helped to save on the cost of attending an international trade event, as well as allowing us to focus wholly on conducting business while at the show," Eve Yen, Owner and President, Diamond Wipes.

The Benefit of Participating in the California: A State of Beauty Pavilion
Small and medium sized businesses would typically not be able to attend a major foreign trade event due to the costs associated with entry, creation of a booth designed to draw attention, travel and logistical support.  By creating the California: A State of Beauty Pavilion, CITD – Long Beach selects companies that have the ability to succeed overseas and assists them with the costs of exhibition at the shows. The Pavilion concept is centered on the California lifestyle, but also provides dedicated and customized booth space designed to attract retailers and distributors. Furthermore, CITD – Long Beach has also partnered with other organizations to provide support with export compliance and buyer matchmaking, so that participants can increase their international sales.

Funding for the trade missions is made possible by the State Trade Export Promotion (STEP) grant from the U.S. Small Business Administration as part of President Obama’s National Export Initiative (NEI).



  • Chrislie Formulations (Lashem & Nailuv)
  • Fresh N’ Fruity
  • Ioni Cosmetics
  • LASplash Cosmetics
  • La Fresh
  • Millionaire
  • Mirabella
  • NYX


  • INeKE
  • Yosh


  • It Factor
  • Johnny B. Haircare
  • Zerran Hair Care


  • Nubar
  • wHet  


  • Dermaesthetics Beverly Hills, Inc.
  • Eranthis
  • Roots Organics
  • Senegence International


  • Biotone
  • Daily Concepts®
  • Laguna Candles
  • ME Bath

[Image courtesy of Y Public Relations]

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