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Beautycon Festival Los Angeles, July 2018, shot for New York Times.  

BEAUTYCON IS THE SUPER BOWL OF THE BEAUTY INDUSTRY, WHERE NEW PRODUCTS ARE UNVEILED AND CELEBRITIES SHOW UP TO LAUNCH THEIR FORAYS INTO THE LUCRATIVE MAKEUP BUSINESS -Elizabeth Holmes for the New York Times 

Click here for the full article.  

  • One of the celebrities at Beautycon was Drew Barrymore, promoting her Flower Beauty brand. Fans crowded in to get a selfie with the actress.
  • Among the star attractions at Beautycon was the YouTube celebrity Nikita Dragun, who also has 2.7 million followers on Instagram.
  • Both brands and attendees come with a #picsoritdidnthappen mentality. Shoppers are after social media bragging rights and companies see those same posts as a chance to spread their marketing dollars beyond the convention center’s walls.
  • The reality TV star was interviewed by Moj Mahdara, the chief executive officer of Beautycon. Ms. Mahdara says she first saw the potential in Beautycon in 2013, when she was looking for “the next gen of QVC.”
  • Beautycon is at the forefront of a trend known as experiential retail that combines marketing, entertainment and shopping.
  • Kim Kardashian West was one of the celebrities at Beautycon, there to promote her KKW Beauty line.
  • One of the looks at Beautycon. More than 23,000 people attended the recent event in Los Angeles.
  • One of the looks at Beautycon. More than 23,000 people attended the recent event in Los Angeles.
  • One of the looks at Beautycon. More than 23,000 people attended the recent event in Los Angeles.
  • Manuel Gutierrez, known professionally as Manny MUA, is a makeup artist and self-described “boy beauty vlogger” who has nearly 5.3 million subscribers to his YouTube channel.
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  • Ashley Gonzalez does her lashes at the Glamcor booth.
  • Aamine Tahir and Fariza Javed were among those who showed up to watch the rapper Snoop Dogg give a presentation called “Immaculate Hair Game.”
  • The reality TV star was interviewed by Moj Mahdara, the chief executive officer of Beautycon. Ms. Mahdara says she first saw the potential in Beautycon in 2013, when she was looking for “the next gen of QVC.”
  • One of the looks at Beautycon. More than 23,000 people attended the recent event in Los Angeles.
  • Tickets to Beautycon ranged from $50 for a single-day pass to $1,000 for two days of skip-the-lines VIP treatment.
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