Miami, FL (November 14, 2022)— Today, Informa Markets, BolognaFiere Group and PBA – Professional
Beauty association have announced closing on a monumental joint venture to deliver the largest and
most impressive series of beauty events in the U.S. beauty market.

Beginning in January 2023, the three beauty industry leaders will combine their extensive knowledge
and network to create a best-in-class event format with unrivalled reach, leveraging the power of the
two industry leading brands, Cosmoprof North America and Premiere Beauty to deliver extraordinary
value, more robust digital offerings, better educational and enrichment opportunities to a level never
before achieved in the beauty industry across the U.S.

Premiere Beauty Orlando, the largest beauty show in the U.S., announced the launch of two new shows
in the emerging Anaheim and San Antonio markets earlier this year, signaling the evolution of the
group’s fast-growing portfolio of industry-leading beauty events. Premiere Beauty continues to make a
name for itself as the leading voice in the U.S. beauty industry, with its recent 2022 Orlando a
resounding success, with 47% growth YOY, and hundreds of top-name exhibitors. 82% of visitors
attended the over 650 free classes that were offered during the show, allowing them to develop skills
and strengthen their expertise. This show is the first since Informa Markets’ early 2022 acquisition of
Premiere, and its success sets the stage for Premiere’s new joint venture and upward growth.

“Our beauty portfolio has expanded substantially in the past few years, and it is thrilling to be a part of
its continued growth and success,” said Ed McNeill, SVP of Premiere Group. “This joint venture is just
the next step in our goal to be the country’s leading network of beauty industry events—connecting
beauty industry professionals, educators, students, and top brands together in a way that hasn’t been
done before.”

“The joint venture we established with our partners will reinforce the offer of performing and
committing b2b beauty trade shows in the US market”, highlights Antonio Bruzzone. “Today it is
fundamental to provide a high-lever business experience to operators working in our industry, and
creating synergies is the best way to offer all the necessary tools to facilitate the growth of the
industry.”

“The expanded line-up of beauty industry shows allows PBA the ability to provide more educational and
experiential opportunities to our members nationwide. This partnership will help foster new products,
brand expansions and further education in the beauty space,” said Nina Daily, PBA Executive Director.
BolognaFiere and PBA, who currently partner on the Cosmoprof North America show held in Las Vegas,
announced a resoundingly successful 2022 edition, with retailers, distributors, investors, beauty brands,
suppliers from around the globe.

Information Classification: General
This joint venture will unite Premiere Beauty’s Orlando, Columbus, San Antonio, and Anaheim shows
with Cosmoprof North America in Las Vegas, and a newly announced Cosmoprof North America in
Miami which will launch in 2024. PBA’s ISSE show in Long Beach will evolve to be part of the Premiere
Anaheim brand as part of this new partnership, which will be the first show the joint venture partners
launch in 2023. Premiere Anaheim, set to take place April 2-3, is expected to draw a large crowd of
diverse beauty representatives from different facets of the community. The show will also host the
PBA’s North American Hairstyling Awards (NAHA), allowing attendees increased networking and growth
opportunities by combining two leading industry events in one place.1

“This is a revolutionary partnership that will help to grow the U.S. beauty industry exponentially and
deliver best-in-class customer experience,” said Ken McAvoy, President of Informa Markets’ South
Florida Ventures portfolio. “The finalization of this deal is the result of careful planning and
coordination, and we are excited to grow this talented team, and create meaningful growth for the
industry across the Cosmoprof and Premiere brands, focusing on event experience, education, data
opportunities, and more, to not only meet, but exceed, the expectations of the community.”

The joint venture, USA Beauty LLC, will be led by industry veteran Ed McNeill from Informa Markets’
Premiere Group, alongside Meredith Loza, Marco Labbate, and in cooperation with the Sales and
Marketing teams from BolognaFiere Cosmoprof. The team will be headquartered in Orlando, FL, where
an expanded call center is also planned to launch next year.

The beauty community can expect dramatically expanded marketing and sponsorship opportunities, the
ability to easily participate in multiple shows through multi-show contracts opportunities, better support
through the expanded call center, additional educational opportunities, and access to global markets.
This partnership is a landmark one for the U.S. beauty industry, increased sales 16% in 20212, and is
expected to exceed $716 Billion by 20253, and is expected to bring the best business opportunities,
education, connection, and innovation to cities across the country, under a single umbrella.

About Informa Markets
Informa Markets creates platforms for industries and specialist markets to trade, innovate and grow. We
provide marketplace participants around the globe with opportunities to engage, experience and do
business through face-to-face exhibitions, targeted digital services, and actionable data solutions. We
connect buyers and sellers across more than a dozen global verticals, including Boating,
Pharmaceuticals, Food, Fashion, and Infrastructure. As the world's leading market-making company, we
bring a diverse range of specialist markets to life, unlocking opportunities and helping them to thrive
365 days of the year. For more information, please visit www.informamarkets.com