JAMAICA | Caribbean Beauty Revolution: Visionary Expo Leader Taps Former US Ambassador for Industry Transformation

MONTEGO BAY, Jamaica, June 10, 2025 - When Suzette Brown conceptualized the Jamaica International Beauty Expo seven years ago, she envisioned more than just another trade show.

Now, as the coordinator prepares for the 6th staging of her brainchild, Brown has secured what may be her most strategic coup yet: Senator Ambassador Audrey Marks, Jamaica's former US envoy and newly-appointed Minister of Digital Transformation, will deliver the keynote address that could reshape the Caribbean's $4.2 billion beauty industry.

The June 27-29 expo at Kingston's National Arena represents the culmination of Brown's vision to transform the Caribbean beauty sector from a tourism-adjacent afterthought into a globally competitive force. Under her stewardship, JIBE has evolved from a modest Montego Bay gathering into the region's premier beauty and wellness platform, consistently exceeding expectations and attracting international attention.

A Coordinator's Strategic Masterstroke

Brown's decision to recruit Marks as keynote speaker demonstrates the sophisticated thinking that has elevated the 'Beauty Expo' above typical industry events.

"It is a tremendous honour to welcome Minister Marks to the premier tradeshow on beauty and wellness in the Caribbean this year," said Brown, whose expo has become the Caribbean's definitive beauty industry gathering.

"Her keynote address will undoubtedly inspire professionals across the beauty and wellness space to reimagine their role in the digital economy."

The selection reveals Brown's understanding that the beauty industry's future lies not in traditional retail but in digital transformation. The Caribbean beauty market, valued at $4.21 billion in 2024 and growing at 4.27% annually, represents significant untapped potential within the global industry's $670+ billion market.

Brown has positioned 'Beauty Expo' to capture this growth through strategic programming that emphasizes business development alongside product showcasing.

From Montego Bay to Kingston: A Coordinator's Bold Gambit

Brown's decision to relocate JIBE from its traditional Montego Bay home to Kingston signals serious ambition. While the resort city offered tourism appeal, the capital represents business gravitas—a recognition that Brown's expo has outgrown its origins and is ready for serious global engagement.

"Since its 2018 inaugural staging, 'Beauty Expo' has realized significant growth, with exhibitors, sponsors and patrons consistently praising the event as exceeding expectations," notes industry observers.

This success reflects Brown's ability to balance local authenticity with international standards, creating an event that serves both Caribbean entrepreneurs and global beauty brands seeking regional market entry.

A Minister's Mission Meets Brown's Vision

Marks, recently appointed as Minister without Portfolio with responsibility for Efficiency, Innovation and Digital Transformation, brings credentials that align perfectly with Brown's strategic vision.

The minister combines "business acumen, diplomatic insight, and technological foresight" from her tenure as Jamaica's first female Ambassador to the US and her entrepreneurial success founding Paymaster Jamaica Limited, one of the world's first e-commerce bill payment systems.

"Minister Marks brings a rare combination of business acumen, diplomatic insight, and technological foresight," Brown emphasized.

"As the beauty and wellness industry faces the challenge of modernization, her voice is exactly what we need to energize the conversation around growth, exports, and Caribbean-led innovation."

Brown's programming choice reflects her understanding that the Caribbean beauty sector needs more than inspiration—it requires practical guidance on competing globally while leveraging local advantages.

Recognizing Homegrown Excellence

“ Suzette Brown's Jamaica International Beauty Expo reaches new heights as digital innovation meets Caribbean entrepreneurship ”

Brown's strategic thinking extends to her award selections. Anne Chang, Chief Executive Officer of Fontana Pharmacy, will receive the prestigious Beauty and Wellness Icon Award—a recognition that highlights how Caribbean enterprises can scale from local family businesses to regional powerhouses.

Chang's story exemplifies the success Brown hopes to replicate across the industry. Under Chang's leadership, Fontana Pharmacy evolved from a small shop opened in 1968 into Jamaica's leading pharmacy chain, eventually going public with shares soaring from $1.88 to $7, valuing the company at $8.75 billion.

The award choice demonstrates Brown's commitment to celebrating substance over style—recognizing leaders who have built sustainable enterprises rather than merely achieved social media fame.

The Business of Beauty: Brown's Strategic Theme

Brown's selection of "The Business of Beauty" as this year's theme signals her evolution from event organizer to industry thought leader. The phrase deliberately emphasizes commercial viability over aesthetic appeal, reflecting Brown's understanding that the Caribbean beauty sector must move beyond pretty products to build globally competitive enterprises.

The expo coordinator has structured the event to serve primarily MSMEs (Micro, Small and Medium Enterprises) in hair, nail, makeup, fashion and wellness, while welcoming international exhibitors from Canada, the US, UK and elsewhere in the Caribbean. This balance reflects Brown's vision of JIBE as both a development platform for local entrepreneurs and a serious marketplace for international trade.

Building Caribbean Beauty's Future

Brown has assembled impressive institutional support for her vision, securing backing from JAMPRO, HEART/NSTA Trust, Stewart's Automotive Group, and other organizations that share her commitment to empowering entrepreneurship, education, and industry growth.

The expo, launched by Minister of Industry, Investment and Commerce Senator Aubyn Hill, has become what Brown envisioned: "a cornerstone platform for showcasing excellence, fostering growth, and driving innovation in the region's beauty and wellness industries."

The coordinator's programming reflects sophisticated understanding of industry dynamics. E-commerce is predicted to be the fastest-growing channel in the beauty industry, growing at 12% annually until 2027, while global consumers increasingly seek authentic, locally-sourced products. Brown has positioned 'Beauty Expo' to help Caribbean enterprises capitalize on both trends.

The Digital Transformation Imperative

Brown's invitation to Minister Marks acknowledges a critical reality: the global beauty industry faces mounting pressure to justify pricing as consumers become increasingly discerning, while digital transformation accelerates at breakneck speed. Industry executives identify "uncertain consumer appetite or restricted spending as the greatest risk to the industry's future growth".

The coordinator understands that Caribbean beauty enterprises cannot afford to miss this digitization wave. Her programming emphasizes not just product exhibition but business education, networking, and skills development—the infrastructure necessary for sustainable industry growth.

A Coordinator's Vision Realized

As Brown prepares for her 6th staging, she has transformed 'Beauty Expo' from a regional trade show into a platform that "remains a cornerstone for showcasing excellence, fostering growth, and driving innovation in the region's beauty and wellness industries."

The expo now features more than 100 exhibitors and promises an "immersive experience where beauty meets business, innovation meets opportunity, and Jamaica's best takes centrestage."

Brown's success reflects her understanding that effective event coordination requires more than logistics—it demands vision, strategic thinking, and the ability to evolve with changing industry dynamics. Her recruitment of Minister Marks as keynote speaker represents the latest evolution in Brown's ongoing effort to elevate Caribbean beauty and wellness from regional curiosity to global competitive force.

The Jamaica International Beauty Expo stands as testament to what visionary leadership can achieve. Under Suzette Brown's guidance, JIBE has become more than an industry gathering—it's a statement of regional ambition and a platform for the kind of sustainable development that could transform the Caribbean's economic landscape.

As attendees gather at the National Arena from June 27-29, they'll be participating in Brown's vision of the Caribbean as a serious player in the global beauty economy. The question isn't whether the region has the ingredients for success, but whether Brown's strategic platform can help package them effectively for world consumption.

For more information, visit beautyexpojam.com or follow @beautyexpojam on social media platforms.

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