Premiere San Antonio Draws Record Attendance in 2026
More than 12,000 professional and student visits recorded during two-day beauty industry event
SAN ANTONIO — Premiere San Antonio wrapped up its fourth annual event with record attendance, drawing more than 12,000 professional and student visits to the Henry B. González Convention Center during its two-day run Aug. 30-31.
Premiere Shows said the 2026 event recorded a 30% increase in attendance compared with 2025, marking another year of growth for the professional beauty industry gathering.
This year’s event also marked the first presenting partnership in Premiere Shows’ more than 30-year history. SalonCentric joined the San Antonio event as presenting partner after the collaboration was announced in March.
“The energy and engagement we witnessed throughout the weekend was extraordinary,” said Erin McDonald, event director for Premiere Shows. “The growth of this show validates our commitment to delivering unparalleled value to the Southwest beauty community and demonstrates the power of strategic industry collaboration.”
More Exhibitors, Larger Show Floor
More than 130 exhibitors participated in this year’s show, representing a 14% increase from the previous year. The exhibit floor also grew by 21%.
The partnership with SalonCentric expanded the show’s brand presence with companies including Redken, Color Wow, Biolage, Bumble and bumble, Framar, House of Foils, Living Proof and StyleCraft Gamma+.
The SalonCentric Pavilion served as a central destination for product demonstrations, interactive experiences and educational programming throughout the weekend.
“The energy, vibrancy, and undeniable passion we saw from the professionals and students in San Antonio was nothing short of inspiring,” said Dessirae Sands, vice president of education, shows and events for SalonCentric.
Other exhibitors represented a range of beauty industry categories, including hair, barbering, nails, spa and wellness. Brands included Jack Winn Pro, Panasonic, Keratherapy, Beard Octane, Wahl, Johnny B Hair Care, Kokoist, LeChat, Sofgel, Procell Therapies and Zemits.
Living Proof was among the brands using the San Antonio show to connect directly with professional stylists.
“Premiere San Antonio was a valuable opportunity to connect directly with stylists through education and meaningful conversations,” said Gwen Blevens, vice president of sales and trade marketing, professional and international for Living Proof.
250 Educational Sessions Offered
Education remained a major component of Premiere San Antonio, with approximately 250 sessions featuring 135 brands and independent educators.
Programming covered hair, barbering, spa and wellness, lashes, brows and business development.
Popular sessions included “Bold Extension: From Install to Income” with Rachel Bynum, “Korean Lash Lift” with Lashcon, “Content – Connection – Clients” with Bailey Lavender and “Intro to Curly Cutting” with Presley Poe.
Competitions also returned as part of the weekend.
Nailympia, powered by Scratch Magazine, welcomed 51 nail professionals from around the world to compete in San Antonio. Maksymilian Borowy of Ireland earned the Premiere Cup as the highest-scoring competitor across at least two Nailympia competitions held at Premiere Shows this year.
The event also featured Professional and Student Barber Battles, powered by L3VEL3 and sponsored by JRL, giving both established and emerging barbers an opportunity to demonstrate their skills in front of attendees.
Premiere San Antonio Returning in 2027
Following this year’s record turnout, Premiere San Antonio is scheduled to return to the Henry B. González Convention Center on Aug. 29-30, 2027.
Premiere Shows will continue its 2026 schedule with Premiere Columbus on Oct. 11-12.
“This partnership demonstrates what’s possible when industry leaders collaborate to deliver exceptional value to beauty professionals,” McDonald said. “We’re committed to raising the bar year after year, empowering our community through education, connection, and inspiration.”
