Makeup artists and beauty bloggers roamed the 13th floor at the California Market Center in downtown Los Angeles Makeup Show earlier this month. Over 20 prestige and independent makeup and beauty companies set up displays of their products as eye candy for makeup enthusiasts, including Smashbox Cosmetics, Inglot, Stila Cosmetics and Make Up For Ever.
For those who don't know, the Makeup Show is an annual event that debuts products and beauty innovations for makeup professionals all over the world. Starting in Los Angeles, the Makeup Show makes its rounds through New York City, Chicago, Europe and Orlando, Florida. The weekend event is devoted to all things beauty, hosting seminars for professionals, as well as guest speakers and technique workshops. Some of the workshops include Perfect Beauty Fundamentals, Glamour Makeup and Advanced Airbrush for Editorial Beauty.
With so many beauty products on display, it is easy to get overwhelmed and excited at the same time. Offering discounted specials and unique products, cosmetic companies lure professionals into adding much needed beauty items for their makeup kits. From lash extension serums to airbrushing tools, makeup artists were introduced to unique products they could utilize for work.
A few popular booths with girls hovering over included, Eye Kandy, a cosmetic line based in Southern Utah that offers various colored glitter for eyes and lips. Fans were waiting in line for a chance to be glitter-fied and it was common to see others walking around with glitter lips.
While some were looking for deals, others were stocking up on this season’s “it” colors. Pantone recently named Tangerine Tango their color of the year and for Youngblood Mineral Cosmetics, their Tangelo lipstick was flying off the shelves.
While Make Up Forever can already be found in nearby Sephora stores worldwide, their booth offered a collection not found in Sephora: their Rouge Natural lipsticks. According to Nicole, representative of the prestigious brand, this lipstick is sheer but offers a more intense pay-off than other lip products. And at $9.50 a pop, attendees stocked up on those and other discounted products.
The Makeup Show was not just about playing with new beauty products. The event, devoted to professionals worldwide, also allowed emerging makeup artists to enhance their skills through various workshops and lectures held by accountable artists known in the field. Smashbox Cosmetics invited artists into their makeup booths to recreate looks on guests, which they could add to their portfolio. Smashbox had a photographer nearby taking close-ups of the makeup, of which would then be put on a disk and given to the makeup artist, at no charge. Other makeup artists were gazing the booths with full-on costume makeup and business cards on hand in hopes to discovered and applauded for their work.
The Makeup Show in Los Angeles attracted many makeup mavens that in this instance, were allowed to mix work with pleasure.
Full coverage can be seen in the slideshow below.
(Photos are courtesy of Nancy Mora and Vivian Ramirez)
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About the Author
Nancy Mora is currently studying Beauty Industry Marketing & Merchandising. Her exuberance comes from creative writing and bringing stories to life. She indulges in her weekly cravings from salads to chili cheese fries and is an obliging gym rat – minus the bulging muscles. She is always accompanied by her shaggy dog, Lucy.