BEAUTYNEXOS by BEAUTYSTREAMS: for structured connections and networking!

BEAUTYSTREAMS is an American company founded by CEO Lan Vu in November 2009. Director Michael Nolte joined the company in 2011. “It was born out of a simple conviction,” explains Lan Vu. “The beauty industry needed a comprehensive, structured, and forward-looking strategic perspective.” After a year of development, the company signed its first client in 2010, Avon in the United States, before rapidly expanding its international presence. We now support companies on five continents.
Today, several hundred companies subscribe to BEAUTYSTREAMS Premium. These include major international groups such as L’Oréal, Estée Lauder Companies, LVMH, Chanel, AmorePacific, and Ulta, as well as the entire ecosystem that operates behind the scenes—OEMs, packaging suppliers, raw material producers, etc.
“Our positioning,” emphasizes Lan Vu, “is based on strategic intelligence and foresight. We analyze cultural, social, and economic changes to help beauty industry players anticipate rather than react.”
In 2020, the company created the Openstreams Foundation, a non-profit organization dedicated to international collaboration and the positive promotion of the beauty industry. After a digital summit in 2020 and the “Stop Age Anxiety” campaign in 2022, it organized the Openstreams Global Industry Summit: The Aging Forum at the United Nations headquarters in New York in 2024. This event brought together 26 organizations from 15 countries as well as leaders from groups such as L’Oréal, Estée Lauder, and Amazon. “These initiatives,” explains Lan Vu, "illustrate our ability to bring together the global ecosystem and open up conversations that will shape the future of the sector, as well as our desire to expand our focus on networking. The next summit we will be organizing at the United Nations will take place on November 5, 2026, and its theme will be ‘Beauty is Borderless’.”

What led you to create BEAUTYNEXOS? How did the name ”BEAUTYNEXOS" come about? What makes this new service unique?

Michael Nolte: Each country or region has its own professional associations and networking practices—LinkedIn, Kakao, Xing, WeChat, etc. However, we noticed the absence of a truly global platform capable of bringing together all the players and enabling them to communicate and promote their innovations on an international scale. BEAUTYNEXOS was therefore designed to operate anywhere in the world and will be available in seven languages.
BEAUTYSTREAMS was built around strategic intelligence and foresight. BEAUTYNEXOS was born out of a complementary idea: structured networking and connection. While BEAUTYSTREAMS’ services are mainly aimed at teams with substantial budgets, BEAUTYNEXOS has adopted a deliberately inclusive model. The basic subscription is free, and advanced packages are available at prices comparable to a Netflix subscription, around $9 per month for individuals and around $40 for businesses.
After more than 17 years of collaboration with national beauty associations, local and international companies, and major trade shows such as Cosmoprof, MakeUp in, China Beauty Expo, PCD, and In-Cosmetics, we have built a network of more than 80,000 professionals in 20 countries. Structuring this community within a dedicated platform was a natural evolution.
BEAUTYNEXOS does not replace trade shows, it complements them. Trade shows remain essential opportunities for physical encounters, discovery, and human interaction. BEAUTYNEXOS extends this dynamic throughout the year, allowing new contacts to be made and ensuring continuous visibility for innovations beyond the trade show calendar.
The term “NEXOS” comes from the Latin nexus - link, connection, point of convergence. It refers to a space where people, ideas, and innovations meet and interact. Beyond its meaning, we appreciate its international resonance and its resolutely forward-looking dimension.
The originality of BEAUTYNEXOS lies in its clear positioning—a global, independent platform exclusively dedicated to the beauty industry.

Can you explain more precisely the type of services that BEAUTYNEXOS will offer...

Michael Nolte: BEAUTYNEXOS is the first global and independent social media platform dedicated exclusively to professional beauty. Available in seven languages, it is aimed at all players in the ecosystem.
The platform will offer:
• A library of innovations (Product Library) - finished products, ingredients, active ingredients, packaging - presented in a structured and detailed manner.
• An interactive ecosystem database (Ecosystem Directory) bringing together companies, associations, schools, and trade shows.
• An international calendar of events (Trade Calendar), filterable according to needs.
• Discussion forums (Circles) dedicated to professional discussions—regulations,
trends, local and international dynamics, launches, etc.
The ambition is clear: to increase the visibility of innovation, keep the international industry community informed of new products, facilitate connections, and structure commercial development on a global scale.

Finally, a word about the past two years in the global beauty sector, a sector that is facing a plateau due to a combination of factors, including overstocking by clients that does not seem to be under control.

Michael Nolte: The last two years have been a turning point for the beauty industry. After a very dynamic post-pandemic expansion phase, the market has hit a plateau, fueled by excessive anticipation of demand, overproduction, and significant stockpiling by buyers.
We are now seeing a phase of rebalancing. Brands are being forced to re-examine their volumes, refine their reading of consumer signals, and favor more selective strategies—less dispersion, more consistency, and greater value.
In an uncertain geopolitical and economic context, flexibility is becoming a strategic skill.
We are entering a period of “multi-crisis” where organizational agility and the strength of a reliable international professional network such as BEAUTYNEXOS are decisive levers.

What do you think of the impact of plastic bashing and its consequences? What solutions do you see on the market?

Michael Nolte: Plastic bashing has profoundly changed the perception of packaging in the beauty industry. Plastic has become a symbolic marker, at the crossroads of environmental and cultural issues.
This pressure has accelerated innovation and transparency, but it has sometimes simplified a complex debate. The real issue is not limited to the material itself, but to the entire product life cycle.
There are many solutions on the horizon, including reduction at source, single-material packaging to facilitate recycling, the integration of PCR, the development of refillable packaging, and the exploration of alternative materials that have been rigorously evaluated.
The future does not lie in simplistic answers, but in a circular, measurable, and scientifically based approach that can reconcile performance, responsibility, and desirability.
We will be paying particular attention to the discussions that will emerge in the BEAUTYNEXOS “Circles” around plastic bashing, a topic that is already generating a lot of debate within the industry.