Cosmoprof North America 2023: International Manufacturers and OEM Model Dominate

Cosmoprof North America returned to Las Vegas from July 13 to 25 at the Mandalay Bay Convention Center, drawing more than 1,000 exhibitors from 100 countries. The scale of the event made it difficult for attendees to take in all the launches and innovations on display.

One of the most visible shifts this year was the significant increase in international contract manufacturers. The Asian sections of the show were roughly twice as large as in the previous year, signaling a growing presence of foreign suppliers in the beauty supply chain.

This expansion is tied to a major rise in the original equipment manufacturer (OEM) catalog model. International suppliers are now offering very low minimum order quantities, sometimes as low as a single case, making it easier for new brands to enter the market quickly.

The model works by selling the same basic formula to multiple companies, allowing entrepreneurs to select a product, add their own labeling, and launch it as their own. This approach is fueling the “dupe” trend on social media, where brands race to create similar versions of popular products by tweaking just one ingredient.

However, the abundance of similar goods could intensify competition. As exhibitors and buyers noted, the market is becoming crowded with nearly identical offerings, making it harder for any single brand to stand out.