Capturing trends is big business at International Beauty Show New York

More than 500 professionals showcase their trendiest products at the International Beauty Show New York, a showcase that's part of a US$300 billion (S$424.2 billion) industry worldwide.ST VIDEO: AMANDA WONG

NEW YORK (REUTERS) - Being on trend is big business at the International Beauty Show New York. 

Celebrity make-up guru Eve Pearl - known for working on TV shows like The View - set up a showroom to feature her latest products matching the latest trends in the industry. 

"The trend today is everything about multitasking, everything from having your skin care be your skin care, your serums, your primer in one, to having your foundation be your foundation, you concealer, your contour in one, to your blushes, and bronzers, and highlighter, everything simple and fast," said Pearl.

The International Beauty Show attracted over 500 vendors and more than 65,200 attendees looking for new skills, contacts, and products. 

Gordon Miller of industry insight American Salon Magazine says there are three big things to watch this year. 

"Those bright colours will continue to be a big, big trend this year. Men's product - smaller category, but, you know, huge growth, and hair loss, in particular, is going to be very very important to watch. And, then, the third category, which is not a product, but a tool, and that's appliances. Appliances are becoming more sophisticated," said Miller. 

Like, for example, a dryer made by Dyson, built with the same technology as the company's famous vacuum cleaners. In hair colours, Manic Panic takes the lead. 

And when it comes to cuts, wavy is the thing this year, says celebrity hairstylist Nick Arrojo. 

"People are wearing their head curly, they're wearing their hair natural. We used to live in a completely straight world. Now we're living in a world, where we're encouraging texture, movement and curl, and American Wave is the product that we're using," said Arrojo. 

The US beauty market is worth over US$50 billion (S$70.7 billion), according to a research firm Questex. 

Globally, it exceeds US$300 billion. And, according to the US Bureau of Labor Statistics, the industry is constantly growing, with a predicted 10 per cent increase in the number of barbers, hairdressers, and cosmetologists within the next 10 years.