The Makeup Show hit Los Angeles for the first time this weekend, after previous stints in New York and Miami. Producers decided to nix the Florida version of the show this year, replacing it with an L.A. stop. The event took over a floor of the California Market Center from March 15 to 16, with seminars and presentations on the latest techniques in the beauty industry. The event attracted 2,500 guests—mostly industry professionals—and offered 23 seminars in two designated areas. Dean and Davis Factor of Smashbox, Emmy winning makeup artist Kevin-James Bennett, and locally based Stila Cosmetics hosted seminars.
Co-produced by The Powder Group and Metropolitan Events & Productions, the beauty trade show started in 2006. Since then, it's had three runs in New York, and one go in Miami. For the L.A. installment, 53 exhibitors participated, including L.A. Fashion Week absentee Smashbox, and French-based brand Make Up For Ever.