Refyne at Premiere Orlando 2026

09.06.26

A few thoughts from Orlando

By Georgia Rae

So we're back from Premiere Orlando, and I wanted to write a bit about it while it's still fresh.

For anyone who hasn't been, Premiere Orlando is one of the biggest professional beauty shows in North America and has been for over thirty years. It's held at the Orange County Convention Center and it's genuinely huge - tens of thousands of people, and pretty much everyone who matters in this industry passes through at some point over the few days. You'll see all the big names there, Redken, CND, Sam Villa, OPI, Universal Companies, alongside hundreds of smaller brands and the people actually running them.

Thomas and I went out to represent Refyne, but honestly, the most useful thing about a show like this isn't the stands or the demos. It's the conversations. You end up talking to brand founders, distributors, educators, people you'd never get a meeting with otherwise, and a lot of it has nothing to do with a live role. It's just getting a feel for where the US market is heading and getting to know the people in it. That's the part that pays off later.

The other thing we went for was the Beauty Changes Lives Gala, held over at the Hyatt Regency Orlando.

If you don't know them, they're a non-profit that backs careers in professional beauty and wellness, mostly through scholarships and championing the trades as a proper, skilled career path. It's a cause that lines up really closely with how we think about our own work, so it meant a lot to be in the room for it.

The bigger picture for us is that Refyne's North America side isn't really a plan anymore; it's a team that's out here doing the work. And the only way to actually know a market is to keep turning up to it. That's basically what last week was about.

If you're a beauty or wellness brand growing in the US and thinking about senior hires, we'd love to chat.