Step and Repeats

The Better Skin Company had one of the more memorable booths, featuring a psychedelic painted wall that evoked the brand's Mirakle Cream label. But there was a twist: Male models were painted to match the wall. Guests could pose with the models, creating a unique effect for photos.

Retailer Sally Beauty had a carnival-theme booth complete with acrobat performers, games, and a miniature Ferris wheel of products. A branded photo backdrop featured illustrated black and white hair with red combs; guests sat in a spinning hoop to get their photos taken. The activation was designed and built by Conversate Collective.

MAC Cosmetics embraced the brand's colorful style with a large, eye-catching booth. Signage and decor promoted how the brand is for all "races, ages, and genders," represented by a series of larger-than-life hands of various races holding lipsticks. Attendees could pose with shirtless male models who were covered in colorful paint—one of several Beautycon booths featuring shirtless men.

Shhh Silk, which creates silk pillowcases designed for better skin and hair, worked with Balloon Celebrations to create a sleek photo backdrop of silver and white balloons. Extra balloons were on hand for guests to throw in the air, making for memorable photo ops.

Target Beauty used swings in its booth, which the brand tapped MKG to design. Oversize paper flowers in shades of orange, yellow, and red filled the area.

Another area of the Target Beauty booth offered animated gifs; guests posed as flower petals fell around them.

Kiss Cosmetics had a simple but on-theme backdrop for photos, featuring hanging paper lips.

CoverGirl's booth included a photo backdrop made from angled neon lights that changed color.

Many guests walking around Beautycon sported glittery hair and skin, which they got from Beauty Creations' in-booth Glitter Bar. The booth also featured a photo area with colorful balloons and a lifeguard stand.

Revlon offered a simple photo backdrop made from eyeshadow palettes.

Aveda promoted its new Cherry Almond shampoo and conditioner with an eye-catching booth featuring a cherry blossom tree. Guests could pose on a swing underneath the tree.

Angel Fruity Fair, a new perfume by Mugler, also had a carnival-theme space where guests could pose in a roller coaster car.

When attendees first entered the convention, they were greeted by a larger-than-life DJ booth in the shape of a neon boombox—which also created a memorable backdrop for photos.

Beautycon's own displays promoted acceptance and empowerment, with signage about welcoming all races, genders, ages, sexual orientations, and more—"all unicorns," as organizers worded it. To further that theme, a Beautycon booth featured unicorn sculptures that guests could pose with.

A colorful backdrop for Rimmel London featured streamers in various shades of red and gold.