Coffee N° 5 with Lara Schmoisman

Episode: Beauty Connect LA: Behind the Trends Driving the Industry with Joanne Murphy

Release Date: October 21, 2025
Guest: Joanne Murphy, Head of Content, Kosaco Research / Beauty Connect LA

Overview

In this episode, Lara Schmoisman sits down with Joanne Murphy, Head of Content at Kosaco Research, the organizers of the renowned Beauty Connect events. With the upcoming Beauty Connect LA event as the focus, Lara and Joanne dive into how industry events shape beauty brands, trends driving the sector, networking opportunities, and the behind-the-scenes work that crafts meaningful industry gatherings. Joanne’s background in journalism provides unique insight into curating relevant and actionable content for attendees of all stages, from startups to multinational corporations.

Key Discussion Points & Insights

The Value of Industry Events

• Lara shares her transformation from skeptic to advocate for industry events, emphasizing how they foster both learning and relationship building.
• Joanne highlights the unique role of events like Beauty Connect, specifically their role in catering to all stages of beauty brand growth, and how their focus is on connections between brands, retailers, investors, media, and creators.
  • Quote (03:38)
    “The whole event concept is centered around the growth and scale journey for emerging and established growth stage beauty brands.”
    — Joanne Murphy

Joanne Murphy’s Journey & Content Curation (02:15–03:16)

• Joanne discusses her journalism background, emphasizing skills in consumer trend analysis and multimedia storytelling.
• She explains how this background feeds into event content creation, curation of sessions, speakers, webinars, and industry reports.

How Beauty Connect Designs Its Program (03:16–05:50)

• Content is shaped by year-round engagement with stakeholders: brands, retailers, investors, creators, and press.
• They curate sessions based on the feedback and current challenges in the industry, not just sponsorship needs.

Networking and One-on-Ones (04:34–06:01)

• Facilitated 1:1 meetings are a core feature; an app matches attendees by interests and challenges for meaningful connections.
  • Quote (05:02)
    “We have a booking system on our event app where we match up the attendees... and facilitate those meetings on site.”
    — Joanne Murphy

2025 Venue Upgrade & Event Experience (06:01–07:05)

• New venue: Fairmont Century Plaza (Beverly Hills). Chosen for glamour, space, centrality, and facilitation of varied activities (press, networking, exhibitor stands).

Brand and Stakeholder Segmentation (07:05–09:07)

• Attendees are profiled and categorized: startups, emerging growth, multinationals, investors, retailers. Full attendee breakdown is shared in a “glossary” report to maximize networking potential.
• Types of passes and agenda tracks are designed based on attendees’ business focus.

Sponsorship & Curation of Solutions (09:07–10:03)

• Sponsors are intentionally curated; their solutions directly address the key growth challenges faced by attending brands.
• Event topics range from product development to influencer strategy, supply chain optimization, and retail expansion.

Leading Challenges for Beauty Brands (10:03–12:41)

• Dominant trend: Rise of e-commerce and omnichannel strategies.
  • Online sales have surpassed 50% of US beauty/personal care sales, outpacing in-store.
  • Brands are moving from DTC to retail (ex: UK brand Refy entering Sephora).
• Addressing the adoption gap in technology: Brands often struggle to maximize platforms’ potential due to complexity or overwhelm.

Year-Round Insights & Reports (12:41–13:27)

• Kosaco produces actionable industry reports and will soon release the “Retail Ready Playbook” to support ongoing brand learning.

2025 Event Themes & Content Focus (13:27–15:40)

• Major theme: Retail expansion and innovation.
  • Top retailers—Sephora, Ulta Beauty, Target—will be on stage.
  • Skincare innovation, efficacy, and clinical credibility are major product focuses.
    • “Consumers are really wanting... the backing from dermatologists, knowing they’re going to have results from efficacy-based skin care.” (14:14)
• Founders and social commerce get targeted attention; TikTok Shop, global marketplaces, and new media like marketplace media are part of the landscape.

Globalization of Beauty (16:25–18:15)

• Event originally targeted US brands, but global participation is increasing (e.g., K-beauty is gaining prominence).
• Preview for upcoming event expansions: new tracks specifically for e-commerce and omnichannel strategies.

Memorable Moments & Quotes

• On designing sessions:
  “We have those relationships... year-round to touch base on what is really, really key in the industry right now.” (03:38)
• On networking:
  “We match them up depending on their interests... we actually match that up really intentionally and then facilitate those meetings on site.” (05:02)
• On efficacy in skincare:
  “Consumers are really wanting that... efficacy-based skin care.” (14:14)
• On marketplace media:
  “Today I think... there are two more medias... share media... but also we have marketplace media that we cannot forget. And I feel like you guys are really incorporating this information by bringing marketplaces into the conversation.” — Lara Schmoisman (15:08)

Timeline of Key Segments

| Timestamp | Segment | |-----------|--------------------------------------------------------------| | 00:05 | Lara’s introduction & event philosophy | | 01:26 | Joanne’s introduction & journalism background | | 03:38 | How Beauty Connect event topics are formulated | | 04:34 | The importance and mechanics of 1:1 meetings | | 06:01 | New venue and event experience upgrades | | 07:05 | Tiering and segmenting brand journeys | | 09:07 | Role of sponsors and curated solutions | | 10:03 | Major challenges for brands in 2025 (E-comm, technology) | | 12:41 | Jo’s approach to year-round content (reports, playbooks) | | 13:44 | Themes for Beauty Connect LA 2025 (retail, categories) | | 15:08 | Rise of share and marketplace media in beauty | | 16:25 | The globalization of beauty events and cultural differences | | 17:31 | Upcoming new event tracks | | 18:24 | What to expect at BC LA 2025, including awards voting | | 19:34 | Why brands and service providers should attend | | 21:19 | Joanne’s coffee order (fun closer) |

Why Attend Beauty Connect LA?

For Brands

• Full immersion in the entire beauty ecosystem and all its stages of growth.
• Opportunities to meet C-suite/Vice President-level executives across sectors.
• Targeted, actionable content sessions, workshops, and real 1:1 networking.
• Exposure to the latest in technology, retail, product, and influencer strategy.

For Service Providers/Platforms

• Intimate access to high-level decision-makers and live dealmaking.

• On-stage and off-stage opportunities for collaboration, feedback, and learning.

• Data-rich reports and event tracks mapped to current brand challenges.

  • Quote (20:24)
    "These are deals that happen on site... we're actually looking to create a report that goes more into the partnerships that happen as a result of our event."
    — Joanne Murphy

Final Notes & Call to Action

• Beauty Connect LA 2025 will be held November 3–5 at the Fairmont Century Plaza, Beverly Hills.
• Registration is open—attend for unparalleled learning, networking, and growth opportunities, no matter which part of the beauty value chain you represent.

To learn more or register, visit the event website (link in episode notes).