Beauty New York 2025: Aliis Makes Its Big Debut (And Lives to Tell the Tale)
First times are awkward. First dates, first days at new jobs, first times trying to parallel park. But sometimes? They're also kind of magical… and that's exactly what Beauty New York 2025 was for us: a beautiful, chaotic, occasionally overwhelming, and totally-worth-it first.
This wasn't just Aliis' first beauty show. It was Beauty New York's inaugural event, period.
So basically, we were all figuring this out together: brands, organizers, attendees, the works.
And you know what? We wouldn't have it any other way.
Standing Among the Big Names (And Trying Not to Freak Out)
Aliis, the scrappy new kid on the block, set up our booth right next to beauty powerhouses like tirtir, Lola, and Medik8. No pressure, right?
We weren't trying to be them. While everyone else had their perfectly packaged samples ready to go, we were literally bottling samples in real time throughout the weekend.
Our team was there, hands-on, pumping bottles, sealing caps, and chatting with everyone who stopped by. And that included our neighbors! While other events like this might have felt like competition, this one ended up more like a collaboration.
We became fast friends with the other teams, sharing words of encouragement through some long days, showing love to their brands and their products, and ending the weekend as each others’ fans and friends.
And the response to all that energy we put in? People loved it.
Turns out, in a world of perfectly polished posts, there's something refreshing about knowing that the actual humans in front of you had made your sample.
Attendees kept telling us how authentic and down-to-earth it felt, like watching their favorite indie band before they got famous. (We're blushing, honestly.)
The Numbers That Made Us Go "Holy Hair Masque"
Remember how we said we weren't sure what to expect? Yeah. About that.
We gave away over 2,000 samples of our seven-day Aliis haircare regimen over the weekend. Two. Thousand. Samples.
Our booth saw lines during the VIP sessions that had us genuinely wondering if we'd accidentally set up next to a celebrity sighting. (Nope, just good hair care and a killer signature scent wafting from our diffuser. More on that in a sec.)
There were moments (okay, several moments) where we had to strategically barricade ourselves behind stools with a "Taking a 10-minute break" sign.
That break lasted closer to an hour because we literally couldn't keep up. If you stopped by during one of those times and didn't get to chat with us, we're sorry! (And also, wow, thank you for wanting to.)
It Turns Out… Beauty Fans Are Really Into Beauty!
Most of the people who showed up weren't influencers, salon owners, or industry insiders. They were just people who genuinely, truly, deeply care about beauty and hair care.
Like, these folks bought tickets to spend their weekend learning about products, discovering new brands, and nerding out over ingredients.
They didn't just want to grab samples and bounce. They wanted to talk. They asked questions. They shared their hair struggles. They wanted to understand how our products worked and why.
Mind = blown.
Don't get us wrong. We met plenty of influencers too, ranging from rising creators to people with 400,000+ followers who looked like regular humans until you Googled them. (One of our favorites: Eli Levi, who loved our sea salt spray. You can check out their video on Instagram. Another we loved to meet was Yulia Fadeeva-Hashem, who stopped by our booth to talk all things hair care.)
Special shoutout to Theresa Krug from Florida, who documented her entire Beauty New York journey, from "Am I crazy for flying here?" to her massive product haul. She's been posting about her finds all week, and seeing Aliis featured in her content? We can’t stop smiling.
Salon owners stopped by too, expressing serious interest in bringing our plant-based formulas to their businesses. (More on that soon. We're working on something special for you salon pros out there.)
5 Things That Got Everyone Talking
1. "Healthy Scalp. Healthy Hair."
This message landed harder than we even expected. Of course it’s our raison d’être, but we were still so excited to see that lightbulb moment occur as soon as people heard it:. Oh. That's why my expensive products aren't working. I've been ignoring my scalp.
Yep. Welcome to the revolution, friends.
2. Plant-Based Ingredients That Actually Work
People wanted to know everything about our ingredients. The clear MVPs? Ashwagandha and Baobab.
Attendees were fascinated by the adaptogens in our formulas and how they help stressed scalps chill out and how they work to strengthen and nourish hair from the root. We talked about Baobab so much that weekend, we're pretty sure we could write a dissertation on it at this point.
Other ingredients that got people hyped:
- Gotu Kola (nature's other chill pill)
- Coconut and Moringa Oils (hydration without the grease)
- Turmeric and Ginger (scalp-soothing superstars)
-
Meadowfoam Seed Oil (that silky finish everyone craves)
3. Made in the USA (And People Cared)
This one surprised us a bit. But when attendees learned that Aliis is formulated, manufactured, and distributed right here in the United States? They got excited. Like, genuinely excited.
In a beauty industry dominated by overseas manufacturing, people appreciated knowing exactly where their products come from.
4. That Scent, Though
Okay, we need to talk about the diffuser situation. We had our signature Aliis scent running all weekend, and people could not stop commenting on it.
"What is that smell?" "Your booth smells amazing." "Can I just... stand here for a minute?"
We lost count of how many people said our booth smelled better than any other spot at the show. Some even came back multiple times just to experience it again. (We're not saying our scent is addictive, but... we're also not not saying that.)
5. The Seven-Day System: Simple Wins
You know what people loved most about our regimen? It's not complicated.
In a world where everyone's trying to sell you a thousand different products for a thousand different problems, we showed up with a straightforward seven-day routine that actually makes sense:
Day 1: Clarify and reset with our Clarifying Shampoo and Lightweight Conditioner
Day 2: Start daily maintenance with Daily Shampoo and Daily Conditioner
Day 3: Add nourishment with JUVENiiS Hair & Skin Oil overnight
Day 4: Lock in moisture with Hair Masque & Butter
Day 5-7: Continue the routine, adjusting as needed
(Plus Dry Shampoo whenever life gets in the way of wash day. Because we're realistic about how life works.)
No confusion. No overwhelm. Just healthy hair, day by day.
The Big Debut: Sea Salt Spray Enters the Chat
Beauty New York was the debut of our upcoming Sea Salt Spray, and people went feral for it.
This isn't your basic beach spray that leaves your hair crunchy and confused. Our Sea Salt Spray features:
- Big Sea Kelp for serious hydration
- Salt from the Dead Sea for that perfect texture
- The same plant-based philosophy that makes all our products special
Everyone who tried it? Obsessed. We're talking immediate texture, volume without the crunch, and that effortless "I woke up like this" vibe that usually requires, well, a lot of effort.
Stay tuned for the official launch. This one's going to be good.
What We Learned (Beyond "Bring More Samples Next Time")
People Want to Learn, Not Just Shop
This was the biggest surprise. Beauty enthusiasts at this show didn't treat it like a free-for-all sample grab. They wanted to understand the why behind the products.
They cared about ingredients, formulations, and results.
It reminded us that when you create something with real intention and quality, people recognize it. And they want to be part of it.
The Beauty Community Is Beautifully Diverse
We expected influencers and industry professionals.
What we got was so much more:
- Everyday people passionate about self-care
- Wellness enthusiasts curious about adaptogens
- Salon owners looking for plant-based alternatives
- Content creators at every level
- People who just really, really care about having great hair
That diversity? That's what made the weekend special.
Underestimating Demand Is Better Than Overestimating
Look, we hustled. Our team (special shoutout to Jamie, who we thought would be the wise father figure answering occasional questions but who ended up pumping bottles like his life depended on it) worked hard to keep up with the demand.
Did we take breaks? Yes. Could we have used an extra set of hands? Also yes. But we'd rather be overwhelmed by genuine interest than standing around an empty booth.
There's Serious Demand for Plant-Based Salon Products
The professional stylists and salon owners who stopped by had a consistent message: They're looking for plant-based alternatives that actually perform.
The traditional salon world is dominated by synthetic products, and there's a real gap in the market.
(Fun fact: Our Clarifying Shampoo helps remove formaldehyde buildup from keratin treatments without damaging the treatment itself. Salon owners were very interested in that.)
Seven to Ten Business Days Go By Differently in a Booth
By Sunday afternoon, it genuinely felt like we'd been there for a week and a half. Time works differently when you're on your feet, talking nonstop, and riding the adrenaline of "holy crap, people actually love what we made."
Worth every minute? Absolutely. Would we do it again? In a heartbeat. Will we bring reinforcements next time? You bet.
The Real Takeaway: It's About the People
Beauty New York reminded us why we started Aliis in the first place.
It's not just about creating great hair care products. It's about the people who use them. The person struggling with dry scalp who's tried everything. The salon professional looking for healthier options for their clients. The beauty enthusiast who wants to understand what's actually going on with their hair.
Meeting hundreds of these people face-to-face, hearing their stories, and watching them get genuinely excited about healthy scalp care? That's the good stuff. That's why we do this.
What's Next?
If you stopped by our booth at Beauty New York, thank you. Seriously. Your enthusiasm, your questions, and your willingness to give a new brand a shot means everything to us.
Missed us at the show? No worries! Send an email to info@aliisbeauty.com and we'll get you hooked up with samples so you can experience what everyone's been talking about.
Here's to first times, growing pains, and the beauty community that made our debut absolutely unforgettable.
Healthy scalp. Healthy hair. And one hell of a weekend.
Ready to start your own seven-day journey to healthier hair? Shop Aliis and discover what everyone at Beauty New York was talking about.
