The Makeup Show, LA - Review

Inspiring beauty artistry

The Makeup Show in LA has grown into being one of the most sought after show for big brands as well as budding makeup artist. In the fifth year of the show in Los Angeles, It has a footfall of over 4,500 people, 75 exhibiting brands and 30 keynote speakers coming together on one single avenue. Every year, the show brings together brands across the globe to a common platform, giving the opportunity to develop artistry, networking, community development, inspiration and education to makeup and beauty professionals. The show has the top industry artists and pro-driven companies present their latest products, seminars, forums as well as hands-on workshops and seminars for the ones who are starting out in the industry.

The brands
Several established brands such as Smashbox, Anastasia, Stila, Inglot, Make Up For Ever, Japanese makeup brushes manufacturers - Hakuhodo and Australian brand - Gorgous Cosmetics showcased their products in the show this year. This year also saw some new lines of beauty products such as Obsessive Compulsive Cosmetics who have already created a niche in the market with their line of vegan nail polishes and other products. Celebrity make up artist Sam Fine, who is known for working with Vanessa L. Williams, Jennifer Hudson, Queen Latifah, Tyra Banks, Iman and Naomi Campbell who launched his signature makeup collection with Fashion Fair Cosmetics earlier this year, was also present for the show.

Workshops and seminars
The various seminars, workshops and demonstrations providing an expertise covering a plethora of subjects. On line beauty marketing and community building experts gave a seminar to the attending artists offering an insiders knowledge on and about the internet and its future and how it can help to better build the beauty business. The Vancouver based makeup artist Jon Hennessey, conducted a hands-on workshop on 'Anatomy of Makeup on the first day. It focused on the importance of adjusting, spotlighting or correcting structure in every application by exploring the different eye, lip and face shapes, by highlighting, contouring and with texture choice in facial manipulation.

Sheila McKenna and Laura Tyler for Muse did a review on the basic FX techniques and products for working in film, television, commercial work and fashion shows. While Levi Viera for Temptu Pro had a educational seminar on airbrush techniques for tattoo coverage as well as the history and cultural significance of tattooing. There were other workshops and seminars by Lijha Stewart from Make Up For Ever, Orlando Santiago, celebrity artists Johnny Lavoy, Billy B and more.

Shelly Taggar, Vice President for The Makeup Show states, “This was our fifth year in LA and each year becomes the most inspiring and best year yet. Attendees raved about the expansion of the show with more brands and more education and all the new exhibitors that were added. We are now looking forward to four more shows this year in NYC, Chicago, Europe and Orlando.”

James Vincent, makeup artist and Director of Artistry and Education for The Makeup Show, quips -"The Makeup Show continues to be a celebration of inspiration, education, community and artistry and our fifth anniversary was our most successful to date. With the biggest brands in the industry and the most influential makeup artists in areas of fashion, film, television, fx and more The Makeup Show managed to be a career and even life changing opportunity and experience for artists at any level of their career working in any area."

The show has grown to be one of the most well attended beauty shows in the world. This continues to be a growing industry and luxury and premium brands alike continue to look forward to the massive exposure it provides.

Show: The Makeup Show, LA.
Date: March 2, 3
Venue: California Market Center, 110 E 9th St, Los Angeles, California 90079

The original article appeared in the April 2013 issue of Salon International. 
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About Aparna Mudi

Aparna is a fashion graduate from NIFT, New Delhi. She has a passion for writing about everything under the sun, especially about fashion and lifestyle.

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