Beautycon LA 2018 - Day 1

Hourglass Cosmetics at Beautycon

Beauty is big business – an over $400 billion business, to be exact. So, it’s not surprising that beauty conventions have become big events, occurring around the world. Tens of thousands of beauty junkies and celebs poured through the doors of the Los Angeles Convention Center to celebrate the annual Beautycon Convention. If you’re a makeup, skincare, K-beauty or even Health & Wellness enthusiast Beautycon is an experience you have check off of your bucketlist. The phenomenon known as Beautycon is the biggest and arguably, the best of the beauty trade show circuit, with it’s franchise expanding across the globe to include Los Angeles, New York, London, Dubai and Dallas, and hundreds of thousands of attendees. From coast to coast, and around the world Beautycon is taking the online experience with fun filled festivals bringing in the biggest loved content creators, celebs, beloved brands, and beauty enthusiast all together to celebrate beauty self-love, self-expression and above all staying true to yourself. Beautycon Festivals are rapidly growing in size year by year. Day-of hashtags continue to trend globally and with more than a 100,000 fans in attendance.

Discover New Beauty Brands & Trends

Becca Cosmetics at Beautycon

The festival, at it’s core, is a retail opportunity – Beautycon CEO Moj Mahdara said that “pound for pound the festival does about $46K a year per square foot of event space.” Be the first to sample and shop NEW, limited edition, or unreleased products - FOMO Free! Beautycon brings in 100+ brand experiences from your favorite beauty and health & wellness brands (because self care is the best care) and more than 500 creators. Pictured above, Becca Cosmetics released their Ultimate Coverage Long-wear Concealer at Beautycon 2018. If you are more into skin care, Beautycon still has you covered. Explore K-Town a curated section of Korean beauty brands with the latest and greatest K-Beauty. More than 200 brands flocked to this festival, there is absolutely something for everyone. Beautycon is one of the many events at the forefront of what’s knows as experiential retail, a delicate dance of marketing, entertainment and shopping designed to attract consumers who want to do something as much as they want to buy something.


Engaging Panel Discussions, Meet-ups, Selfies and Brand Activations

Beautycon Panel

Watch and participate in the two day panel discussions and have meaningful conversations at the main stage. Hitting the stage on day 1 Tokyo Stylez,  Hrush Achemyan, and Mario Dedivanovic just to name drop a few. This theme set the tone for an inspirational event for festival-goers to celebrate their unique differences, inclusivity, and “Gen Z Realness”. Celebrities like Mrs. Kim Kardashian West, Drew Barrymore, Jessica Simpson, and even a surprise visit from OG Snoop Dogg all attended the festival along with many more. Festival-goers flocked to Beautycon with hopes of meeting their favorite beauty bloggers, influencers, and just all around boss babes (men include, of course!) Beauty bloggers Bretman Rock (@bretmanrock), Nikita Dragun (@nikita_dragun), Manny Gutierrez (@mannymua733), and many more were all in attendance.

*There are social package upgrades that allow you to meet with your favorite content creators and celebrities as well.

Health & Wellness Junkie?

Beautycon - Health and Wellness - Califia

Beautycon also made sure to include healthy food brands to fuel our energy for the long festival weekend. Our new generation is focused not only on our outward appearance, but also what we put inside of our bodies, because every true beauty knows, it’s what’s inside that counts. Brands like Califia, Kind Snacks, Sambazon Acai, and many more were giving away samples of their newest products and healthy snacks.

Planet Beautycon, A Space To Be You

Target Booth - Beautycon

Beautycon invites you to break the confines of space and time to skyrocket to another planet – where none of the old rules apply, and everything you think beautiful, IS. Beautycon is a manifestation of the changing, and expanding definition of one’s beauty. Our new generation of makeup shoppers isn’t likely to browse the aisles of a department store, waiting on a beauty salesperson to select the perfect shade to conceal their blemishes. Makeup isn’t about finding a fix, but rather a means of self-expression, and shoppers want to experiment on their own. We spend hours on Youtube and Instagram, where our favorite influencers are both makeup artist and life coaches. Individualism is celebrated, kindness is championed and self-esteem is built.

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