Beauty

Beautycon Pop takes over a 20,000-square-foot venue near the Beverly Center in Los Angeles until the end of 2018. Colorful signage outside displays Beautycon's motto of "You don't need lipstick, lipstick needs you."

The pop-up, which aims to redefine traditional beauty standards, is made up of four spaces: a salon, a retail shop, a main gallery for panels, and eight Instagram-friendly art installations.

The Macy’s-sponsored “Confidence Runway” room has a catwalk, flashing lights, and a wind machine, giving everyone their “own Beyoncé moment,” according to Beautycon founder Moj Mahdara.

One room is inspired by Drake's "Hotline Bling" music video.

South Korean skincare and cosmetics brand Mamonde created a room filled with oversize pink flowers.

Cosmetics brand Laneige's purple space has a life-size portion of a plane; guests can take photo ops standing on the wing or sitting in airline seats.

Another space features a maze of mirrors, leading to interesting, rainbow-infused photo ops.

One of Beautycon's pillars is welcoming all "unicorns," a.k.a., all people regardless of race, gender, age, sexuality, and other differences. Naturally, one area allows guests to pose with unicorns.

A glamorous space includes a bathtub filled with sparkly confetti and a shower that uses hanging crystals instead of water.

One of the more memorable and surreal spaces includes a wall featuring videos of blinking eyes, and a platform resembling a makeup palette.

Beautycon Pop also features the company's first retail space, which offers products from 25 independent, woman-owned brands not often found at traditional beauty events.

Attendees can get makeovers sponsored by Macy's and schedule office hours with Beautycon staffers for hands-on mentorship on starting their own beauty-focused business.

The space is also hosting a variety of panel discussions from entrepreneurs and beauty influencers. Furniture for the panel room came from Joss & Main.