See How This Year’s Beautycon Catered to Creators

"The stage design was crafted to be a visually stunning focal point that anchored the event. Our design team focused on building a dynamic stage that could accommodate various panels, performances, and creator showcases. We integrated vibrant LED lighting, oversized brand logos, and graphic panels that brought the event’s themes to life, ensuring that the stage not only looked impressive but also reinforced Beautycon’s brand identity," Testa said. Pictured: AskAlicia Tarot offered live interactive tarot readings where guests were invited on stage.Photo: Courtesy of Mark Stephen Experiential AgencyLOS ANGELES—Now powered by women’s media platform Refinery29, this year’s Beautycon took place at Buttercup Venues in Los Angeles Nov. 2-3. 

It featured interviews, discussions, product previews, and demos from industry leaders including Jonathan Van Ness and co-founders of skincare line Summer Fridays Marianna Hewitt and Lauren Ireland. There were also celebrity stylist- and creator-led learning experiences, curated installations about the history of beauty products and trends, and the SOKO MRKT, where guests could purchase products from emerging brands.

Once again, Mark Testa of Mark Stephen Experiential Agency was tasked with creating the experiential design elements for the annual event, including the entrance installation, the main stage, the creator pods, and some turnkey sponsor booths.

With a focus on designing an environment tailored for creators, Testa and his team incorporated key design elements and themes—think bold colors and geometric shapes—that they had previously developed for Beautycon @ Essence Fest in July, “ensuring a sense of continuity and familiarity.” (Essence magazine's corporate parent, Sundial Media Group, bought Refinery29 from Vice Media earlier this year.)

He added that organizers directed the agency to “design spaces that would allow sponsors to maximize their ROI, creating a vibrant, inviting experience where attendees could connect meaningfully with brands. The aim was to balance aesthetics with functionality, fostering an atmosphere that encouraged interaction and left a lasting impact on both creators and sponsors alike.” 

While some elements, like the SOKO MRKT, remained the same as previous iterations, Testa said that the “layout was continually evolving to accommodate sponsor needs, ensuring their spaces were positioned for maximum engagement.” A backstage gifting suite and a food hall area were added this year. Additionally, the agency developed the “Halo Room”—an exclusive photo op for top creators.

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