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SEARCHThe Makeup Show LA continues to draw crowds as one of the biggest pro-driven beauty events on the west coast.
The Makeup Show LA took place March 2 and 3 at California Market Center. In it’s 5th year, The Makeup Show LA brought together over 4,500 attendees, more than 75 beauty brands, 30 keynote speakers and seminars for a weekend full of inspiration, education, and artistry.
The show was packed with attendees from beauty professionals, retailers, buyers and over 150 editors that each stopped by to network and build relationships. With nearly a 10% increase in exhibitors this year, pro-makeup artists were also able to stock their kits with the newest products and brands on the market and pick them up at exclusive show only prices.
Shelly Taggar, Vice President for The Makeup Show states, “This was our fifth year in LA and each year becomes the most inspiring and best year yet. Attendees raved about the expansion of the show and all the new exhibitors that were added. We are now looking forward to four more shows this year in NYC, Chicago, Europe and Orlando.”
The Makeup Show LA featured over 75 top beauty brands including Diamond Sponsor MAKE UP FOR EVER, Platinum Sponsor Crown Brush and Temptu Pro, Silver Sponsor NARS, Supporting Sponsors Smashbox, Stila, INGLOT, Obsessive Compulsive Cosmetics, Ruby Makeup Academy, The Powder Group and On Makeup Magazine. Other brands included: Alcone, Senna, Muse Beauty, Embryolisse USA, YoungbloodMineral Cosmetics, AJ Crimson Makeup, Kevyn Aucoin, South Seas Skincare, Billy B Beauty, Ellis Faas, Sam Fine Beauty, Cult Nails, to name a few.
The Makeup Show LA Highlights
The Makeup Show LA featured a lineup of keynote speakers by Hollywood’s top celebrity makeup artists. A few in attendance included Sam Fine, Billy B., Johnny Lavoy, Uzo, James Vincent, and Mathu Andersen. Each of these artists shared their secrets to success and techniques in inspiring keynotes and demonstrations.
Many beauty brands used The Makeup Show LA to launch their newest collections exclusively at show. Attendees were amongst the first to try out and purchase their must-haves for the season. Obsessive Compulsive Cosmetics, MAKE UP FOR EVER, INGLOT, Youngblood Mineral Cosmetics, and Ofra Cosmetics newest collections and colors debuted,
NARS participated in its first The Makeup Show LA with a “Pop-Up Shop” that resembled their new store opening in Los Angeles.
Over 100 artists took advantage of this years’ new Pro Resource Area where industry experts Crystal Wright and Michael DeVellis put together a panel of top agents, publicists, producers, photographers and industry insiders to view and review portfolios and offer advice to the attending artists.
Hands-On Workshops allowed a limited number of artists to be a part of intense learning with in an intimate setting. A few of the educators that coached the artists and critiqued them face to face included makeup artists Johnny Lavoy, Jon Hennessey, and Orlando Santiago.
Ruby Make Up Academy brought top FX, television, fashion and body experts to the Ruby Make Up Academy Stage with 12 inspiring topics. This stage proved to be a true showstopper from artists eager to learn more about the world of FX and film. Popular topics included how to create cuts and scars, bullet holes, and bruises.
Sofia Vergara, Lucy Hale, Alison Brie, John Salley, Brian Austin Green and more honored the best achievements in Science Behind Beauty, Health & Wellness at this glittering event.
Stress was the factor respondents blamed most often when their skin worsened, cited by 54%, followed by diet at 37% and hormones at 35%.
This year’s awards centered around the Monochromatic trend, which is rooted in minimalism and intentional by design.
Haircare brand The Doux has launched “My Salon Empire,” a free-to-play salon management game on Roblox, helping the next generation celebrate the diversity of textured hair and explore salon entrepreneurship.
The show reported 30% attendance growth. It felt that way. This event for the southwest professional beauty community had heart, spice, and something for everyone.
Wella artists presented the Monochromatic trend movement, introduced new Pure Perfection color and Sebastian styling innovations, while the Wella team created interactive fun throughout Wella Studio in Los Angeles.
Dominique LyVar, an influential educator and artist, is remembered by those who loved him for his significant impact on the industry and contributions to the community.
Known for his buttery blondes and a technique for highlighting hair with more precision that he called chunking, Brad Johns died on August 27. His friend and fellow colorist, David Stanko, shares thoughts on his talented colleague and close friend.
As technology evolves at an accelerated rate, you want to make sure you have the best in your business toolkit to help you grow sales, motivate your team, communicate with your current and future clientele, and streamline your managerial tasks. The 2026 SALON TODAY Technology Solutions Guide is designed to help you navigate today's growing landscape of salon and spa technology. In this guide, you'll find a curated look at more than 50 of the latest software platforms, digital solutions, and innovative features to help you compare options and identify the best fit for your business.
The Davines Edit reflects the brand’s passion for people and planet.
RÜTE Wash introduces a shower cap designed specifically for crown washing, helping clients with hair extensions cleanse the scalp while protecting the lengths from water.
Premiere San Antonio Presented by SalonCentric returns for its fourth edition August 30-31 at the Henry B. González Convention Center, delivering its biggest and boldest event to date.
One-Day Personal and Professional Development Education Event for Beauty Professionals Set for October 25, 2026, at the Hilton Philadelphia City Avenue.
According to the report, people are moving away from copy-paste trends and toward community, using real experiences to develop a sense of taste and beauty that reflects who they are.
Hairstylists and barbers can showcase their creative and technical vision in two global categories with cash prizes and a chance to represent in Portugal.
The BBR Beauty Show featured a prominent speaker lineup including Lacy Redway, Karrueche Tran, Danessa Myricks, Chelley B., Sabrina Elba, Jessica Harris-Dupart, and more.
The Professional Beauty Association and Pivot Point team up to develop an ongoing study that measures the confidence of salon owners, stylists, school owners, and students.
