MINI DIVE TRADE SHOWS: She Didn’t Just Blend In at Cosmoprof...She Built Authority

Send us Fan MailTrade shows aren’t just about foot traffic they’re about getting in the right rooms.In this final Expo mini dive, Brittany Lo shares how exhibiting at a major beauty trade show led directly to landing her first retail account with Neiman Marcus and eventually opening doors with Urban Outfitters and Free People.We talk about: • Using trade shows strategically to meet buyers • Why industry expos aren’t about consumers — they’re about retail relationships • The power of a clear one-liner and premium positioning • Understanding that trade show ROI often takes months, not days • How launching in the right retail environment can instantly elevate brand credibilityBrittany shares how showing up at a beauty expo with intention not just a booth helped position Beia as a modern, elevated brand in a growing (and once-taboo) category.If you’re preparing for trade shows, this episode is your reminder: trade shows are a long game. Get on buyers’ radar. Refine your pitch. Own your niche.✨ Want to go deeper into Brittany’s retail strategy and brand-building journey? Listen to her full Shelf Talks episode released April 7, 2025.Follow Shelf Talks for more real conversations with female founders building brands that land and last on retail shelves. 🎙️ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaHow to Follow Shelf Talks Podcast on social:Instagram: https://www.instagram.com/shelftalkspodcast/Linkedin: https://www.linkedin.com/company/shelf-talks-podcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book