Lights, camera, action! To inaugurate the first MakeUp in Action in Los Angeles, there was no better place than this Mecca of the movie industry, home to special effects and probably the largest employer of makeup artists. A reputation that certainly has a lot to do with the proliferation of start-ups and indies brands in the field of makeup. An effervescence that gave rise to new brands that have also become mythical within a few years, such as Smashbox, Bare Escentuals, Benefit, Stila… To name a few.

Hence, it seemed only logical to organize in Los Angeles, MakeUp in Action, this meeting of another kind!

The 'creme de la creme'

It is not a traditional trade show as we know them, but more a formula more in tune with the atmosphere that characterizes the world of beauty on the West Coast.

MakeUp in Action in Los Angeles, which will take place over two days, aims to bring together the 'creme de la creme' of the beauty industry. Two days that will alternate both plenary sessions and highly focused workshops to take an in-depth look into the makeup industry. Workshops that will be moderated by packaging and formula experts, brand managers and selected suppliers.

Innovation will be the cornerstone and the core component of this event. Companies willing to exhibit (on a deliberately limited space) will be granted to do so, provided they only display their most recent innovations. The core concept being the richness of the themes covered by the various workshops and plenary sessions.