The Southwest’s beauty community is about to get bigger, busier, and even more educated. Premiere San Antonio presented by SalonCentric returns for its fourth edition August 30th–31st at the Henry B. González Convention Center, and it’s shaping up to be the most ambitious show yet — over 115 exhibiting brands, 180+ complimentary education sessions, live demos, competitions, and a handful of new activations for beauty professionals and students across the southwest.
What’s Happening
Beyond the exhibitor count, the two-day event spans hair, nails, barbering, spa & wellness, brows, lashes, and makeup, giving attendees a full-spectrum look at where the industry is headed — plus plenty of shopping and networking built in.
“There’s something special about the beauty community across the Southwest, and we’re honored to be coming back to San Antonio,” Erin McDonald, Event Director of Premiere Shows shares. “This isn’t just another show — it’s where top artists, educators, and brands who make this industry thrive come to share their expertise, and where professionals, students, and entrepreneurs gain unparalleled access to education, connections, and opportunities that move careers forward. We’ve lined up incredible brands, inspiring experiences, and real ways to elevate your craft and build your business. Show up ready to learn, make genuine connections, and leave energized about what’s possible.”
New This Year
The SalonCentric Pavilion is one of the biggest additions, bringing together brand partners like Bumble and bumble, Color Wow, Framar, House of Foils, and Redken for product discovery and interactive experiences. Attendees can join a gamified experience at the SalonCentric booth for a shot at exclusive swag, or enroll in the SalonCentric Dry Head Spa Certification — training in one of the industry’s fastest-growing service categories.
“SalonCentric is proud to bring an exceptional lineup of our brand partners and the latest product innovations to Premiere San Antonio,” LeAnn Bobitt, SVP of Brand Strategy at SalonCentric says. “We’re committed to providing Southwest beauty professionals with access to the tools, trends, and education they need to stay ahead in this ever-evolving industry. From hands-on demonstrations to expert-led sessions with the educators and brands shaping professional beauty, we’re here to empower attendees with the resources and inspiration that translate directly into salon success.”
Also new for 2026: a demo stage dedicated to live demonstrations across spa & wellness, nails, makeup, lashes, and brows, featuring brands and educators including LeChat Nail Products, Lashbomb, and IAMA Artistry LLC.
Fan Favorites Are Back
Inside the Premiere Lounge, Ulta Beauty returns with ear piercing and brow services alongside photo ops and The Premiere Charm Bar by OUTCHARMED, where attendees can build a custom charm bracelet. The Color Stage brings back live demos from top color brands and educators, and the Value Center returns with show-only deals for stocking up on salon, spa, and barbershop essentials.
The show floor itself features more than 100 exhibitors, including CHI by Farouk, Kokoist, T3 Micro, Panasonic, and Procell Therapies.
The Education Lineup
More than 180 complimentary classes come included with registration, covering hands-on workshops and live demos led by educators including Rachel Bynum, Presley Poe, Leysa Carrillo, Savannah Hicks, and many more.
Texas-based professionals can also knock out state cosmetology continuing education requirements through approved onsite CE classes, with representatives from the Texas Department of Licensing and Regulation for Barbering and Cosmetology on hand for licensing questions.
After Hours
Nailympia, powered by Scratch Magazine, brings nail artists of every skill level together to compete in live, poster, and turn-in categories. Professional and Student Barber Battles, powered by L3VEL3 and sponsored by JRL, give up-and-coming and established barbers a stage to show what they’ve got.
Then, once the show floor closes Sunday, the celebration moves to Howdy Sore Loser at 5PM for the official Premiere San Antonio After Party, with line dancing, live DJ sets, happy hour specials, and merch giveaways.
Registration
Early Bird pricing is available through August 6th, saving attendees $40 on passes. Beauty professional, student, and instructor bundles can be purchased online or in person at a local SalonCentric or State | RDA store. Full event details and registration are available at premieresanantonioshow.com!
