All things beauty took center stage at BeautyCon LA. Anything from cosmetics to how technology is being used to book your next beauty appointment was featured. Hosted at The Reef the convention also featured outdoor entertainment where attendees were able to ride the farris wheel, admire a 40 foot tall, 24 ton chair, enjoy the live music and of course were able to get their hands on tons of freebies.
Inside The Reef, brands such as Maybelline, NYX Cosmetics, Birchbox, Nasty Gal, Proactive, Sprinkle Cupcakes, QVC, Tarte were among about 80 or more present. Celebrity attendees also made an appearance, including Zendaya, Christina Milian, Frankie Grande, Karrueche Tran, among others.
Amy Odell, editor and author of Cosmopolitan.com hosted the official key note alongside social media entrepreneur and fashion/beauty expert and designer Bethany Mota.
A 90â€™s brand making a comeback at BeautyCon was Jane Cosmetics. After filing for bankruptcy and near liquidation, the brand returned last year with warm shades of eyeshadows and girly pink blushes.Â The pigmentation on the eyeshadows is long lasting, while the lipsticks and lip glosses brighten your look. While millennials may have not been able to enjoy the brand back in the 90s, they can now find the quality brand at stores such as Ultra.
Besides Jane Cosmetics being one of the highlights at the event, other brands that were eye-catchy were Acuvueâ€™s 1-day Define contact lens and GlamSquad.
Acuvue 1-day Define contact lens come in three designs that blend â€œseamlessly with you eyesâ€™ color and patterns for a look thatâ€™s as unique as you are.â€ The three designs are â€œNatural Sparkle, Natural Shimmer, Natural Shine.â€ What makes these contacts interesting is the fact that anyone can wear them, whether you need sight correcting contact lenses or not and can be specifically prescribed to you.
BeautyCon goers were given the opportunity to try them on and take a free pair home. Upon putting them on, the difference was clear. The contacts highlight natural coloring around the pupil making someoneâ€™s eyes look brighter in color.
Another company that also captured the attention of goers was Glam Squad, due to their innovative beauty app. GlamSquad is an â€œon-demand, app-based beauty provider delivering professional and affordable hair, makeup and nails services to your home, office, hotel, or wherever you may be.â€ Services are provided in four cities New York, The Hamptons, Los Angeles, and Miami.
What makes this app great is the fact that customers can book their appointment on-the-go, an hour in advance and professionals will come to you. This type of services makes it convenient for anyone to look apart on their night.
Tickets to BeautyCon ranged from $29.99 to $269.99.
While the focus of the convention was all things beauty, it also brought awareness to â€œI Am That Girl,â€ a charity that aspires to bring global movement inspiring girls to â€œBE, LOVE, and EXPRESSâ€ who they are through education, content, and community. A dollar of each BeautyCon LA ticket was donated to the cause.
If you missed BeautyCon this year, donâ€™t worry, itâ€™ll be back next year in LA and is making its way to New York this October!