McCormick Place West is brimming with excitement. With over 70,000 beauty professionals enjoying the shows, classes, demonstrations, new products and innovations, America’s Beauty Show (@americasbeautyshow) is making its mark. BaBylissPRO’s Frank Soto (@frankdabarber) wowed the crowed with his quick and easy hair design skills. American Crew (@americancrew) showed off their pompadour prowess. Hot Tools (@hottoolspro) drew in a crowd with their Curl Bar demonstration. The ladies at Pulp Riot (@pulpriothair) made a case for more female empowerment in the beauty industry. Matrix (@matrix) showcased a wall of over 70 colorful wigs—giving precise formulas for colorists and stylists to try at their salons. Mizani (@mizaniusa) highlighted their commitment to curls and natural texture. And Sexy Hair (@sexyhair) showed off their love of voluminous hair. The event was also packed with industry news—System Professional (@systemprofessional) showcased the personalized, technologically advanced advantages of their hair care products and formulas. And Wella (@wellahair) celebrated the life of Fabio Sementilli and announced their Trend Vision Chicago winners. Everyone, from the attendees to the presenters, understands and appreciates the business, educational and networking opportunities behind this tremendous event.