California Trade Alliance is more than an association. It is a community. A community of independent brands and manufacturers dedicated to opening and expanding sales internationally.
We are not competitors, we are collaborators. We are bound by our shared passion for our brands and customers.
What We Do
Through the California Trade Alliance, we...
Host Beauty Buyer Meetings, One-on-one meetings with vetted buyers
Connect US beauty brands to international buyers and distributors.
Create an environment for brand owners to exchange ideas and find solutions
Provide seminars and education
Organize dedicated California pavilions in the largest international trade shows
Provide one-on-one mentorships
Our Story
In 2010, a group of companies came together to create better representation of US beauty brands abroad. During initial gatherings it became clear that although the US was the largest and most innovative exporter of beauty brands it was also the most underrepresented of countries in the international exhibitions and events.
Further, US exhibitors often felt that they were competing mostly with other US brands as opposed to other countries' brands. As a result of these conversations, we set out to specifically change and improve the US beauty brand’s experience.
We needed to shift the focus to having a US entity manage and promote US brands abroad. Over the last 10 years, we have achieved this through the development and growth of the California Pavilion at the largest international trade shows.
Buyers now seek out the California Pavilion as a place to discover independent innovative brands. From there, we now have had the opportunity to manage the USA Pavilion at Cosmoprof India, as we have grown services to support not only California but the greater US.
The progression continued with the support of brands to create Beauty Buyer Meetings, this direct one-on-one platform connects vetted buyers to US beauty brands.
From its inception, we’ve understood US beauty brands not only deserve a better platform to develop their brands overseas but ultimately lead in innovation, quality, and business transparency. With the guidance of our members, our only aim is to keep it that way.
Our Team
Jake Rubenstein
Director of Operations
Jacob Rubenstein is an experienced executive with particularly deep knowledge of project management, financial analysis, and vendor management: ensuring activities are completed on schedule and under budget.
Jacob has managed the due diligence of multimillion-dollar commercial loans (including the Trump Tower in Waikiki Beach for a $40 mm refi) to executing international trade shows with 18+ participants and budgets in excess of $100k.
Jacob has significant international experience, having done business in East Asia and Europe – including having lived and worked in Germany for four years.
Cesar Arellanes
Contractor: Trade Show Services
Kimberly Pederson
Special Projects Coordinator
Kimberly first got a taste of international e-commerce when she interned at the Center for International Trade Development while working on her statistics and economics degree at California State University, Long Beach. Here, she had the opportunity to assist with the organization of a California Pavilion at an International Beauty Trade Show.
By the end of her year-long internship, Kimberly was hooked. Shortly after, the opportunity arose to become a part of the California Trade Alliance team.
Her economic background and love of travel and culture all lend to her position. “So here I am, living the dream.” – Kimberly Pederson
