The largest pro-driven beauty event on the West Coast, The Makeup Show LA, took place March 2-3 at the California Market Center in downtown Los Angeles, and it was an extraordinary success of spectacular proportions. (What else could you expect from a show devoted to makeup?) With more than 4,500 attendees, approximately 75 beauty brands, and 30 keynote speakers and seminars, the event was a real treat for beauty pros, retailers, buyers, editors (wink, wink) and all other guests present.
Plus, this year saw a nearly 10 percent increase in exhibitors, making it even easier for attendees to score their favorite brands' products at exclusive show-only prices.
"This was our fifth year in LA and each year becomes the most inspiring and best year yet," enthuses Shelly Taggar, VP for The Makeup Show. "Attendees raved about the expansion of the show and all the new exhibitors that were added. We are now looking forward to four more shows this year—in New York, Chicago, Europe and Orlando.
Several of Hollywood's top celebrity makeup artists were there to impart their wisdom as keynote speakers, including Sam Fine, Billy B., Johnny Lavoy, Uzo, James Vincent and Mathu Anderson. These artists' celebrity range from First Lady Michelle Obama to Lady Gaga, Beyonce and Tyra Banks!
Participating brands included: Youngblood Mineral Cosmetics, Tweezerman, Auraline Beauty, NARS, Ofra Cosmetics, Make Up For Ever, INGLOT, Dermalogica and Stila—among around 70 others.
The INGLOT booth was consistently mobbed!
The show's hands-on workshops were so popular, a few even sold out. These classes allowed a limited number of artists to take part in a comprehensive learning experience with some of the largest names in the industry. A few of the educators who coached the artists and critiqued them face to face—in an intimate setting!—included makeup artists Johnny Lavoy, Jon Hennessey and Orlando Santiago.
Among the show's educational seminars was a presentation on "The Benefits of Private Label Branding," delivered by Auraline Beauty Director of Product Development Reed Cromwell and Senior Account Executive Dara Venekeo, were invited to deliver a presentation on “The Benefits of Private Label Branding.” Salon owners, makeup artists and cosmetology students who attended learned about private label options—such as those offered by Auraline Beauty—as a business building tool.
Reed Cromwell and Dara Venekeo of Auraline Beauty give a presentation on private label branding.
All in all, the event was a serious success—one that brought the theatrical element of makeup together with a dimension of technical finesse. Attendees left inspired, exhilarated, and—of course—toting burgeoning bags of souvenirs.
Images courtesy of The Makeup Show LA (photographer: Brandon Showers) and Auraline Beauty.