This year’s Cosmoprof North America show is designed to ensure that small beauty brands — and well as small manufacturers — don’t get lost in the crowd.

The new Beauty Vanities section was specifically created to provide some extra TLC for smaller brands to help them get noticed. Exhibiting brands in this area include Asher Morgan, a socially conscious hair product company; Doctor Rogers Skin Solutions, created by Seattle-based Dermatologist Dr. Heather Rogers; and Lavaa Lashes, a line of lxury faux eyelashes.

Walk through the Emerging Beauty section, located within the Cosmetics & Personal Care Section and the Professional Beauty Sections, and you’ll find small manufacturers. These companies are first-time exhibitors, and include Alpha Skincare, Cocoa Brown Tan, Scentuals Natural & Organic Skincare, and UMA.