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Trade 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 credibility

Brittany 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. 🎙️

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Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book