Hoping he gets people “fired up to attack their day,” entrepreneur Mark Cuban will be the keynoter at the Professional Beauty Association’s business forum at the upcoming Cosmoprof North America show. More than 27,000 industry executives are expected to attend the event held at the Mandalay Bay Convention Center from July 13 through July 15.

Cuban, owner of the Dallas Mavericks and a “shark” on ABC’s “Shark Tank,” has invested in beauty companies such as Simple Sugar and Hot Tot. He shared advice with WWD for beauty marketers heading to Cosmoprof, saying, “Have a great marketing plan and don’t think a product will sell itself.”

More than 930 companies hope his advice can help them be the next big thing at the show, organized by North American Beauty Events LLC, a joint venture company between BolognaFiere Group and the PBA. It is touted as the only beauty event in North America encompassing all sectors of the industry under one roof.

One section luring attendees is Discover Beauty, a curated assortment of start-up companies. Discover Beauty has emerged as a launch pad for innovative beauty brands in high-end retail stores, boutiques, salons and specialty retail doors, according to Daniela Ciocan, director of marketing for Cosmoprof North America, who recently previewed the show at a New York event touting past exhibitors. Announced at that event was a limited-edition Boutique-Glossybox, filled with unique products unveiled at Cosmoprof, which will go on sale to beauty consumers online in August.

The Discover Beauty lineup this year includes Coastal Salt & Soul, Doll Face Beauty, Drunk Elephant, Indie Lee, Karora Cosmetics, LightStim, Manuka Doctor, MD Solar Sciences, Monteil, Qiriness, Skin Nutrition, Skin&Co Roma and True Isaac Mizrahi. There’s also Discover Beauty Spotlights, a high-end display area featuring indie brands. This year’s lineup includes Ayres, Balanced Guru, Briogeo, Bernadette Thompson, Chiara, Daily Concepts, Dr. Lili Fan Probiotic, Glycelene, Ila Skincare, Londontown, Manna Kadar Cosmetics, MeBath, Salon in a Bottle, Sciote Skin, Simple Sugars, SoCozy, Spongelle and Thymes. All Discover Beauty brands will compete for the honor of company most likely to succeed as part of the Discover Beauty Award.

More and more retailers, such as Ulta and Walgreens, are migrating to Cosmoprof as an avenue to find products to separate them from the competition. There will also be a retail panel called “The Retail Evolution: What’s New in Stores,” comprised of Marcia Gaynor, divisional merchandise manager of prestige beauty for Walgreens; Space NK founder Nicky Kinnaird; Richard Parrott, president of Ricky’s NYC, and Shannon West, vice president of beauty for Costco Wholesale Corp.

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