New York was host to Beautycon NYC on Oct. 1 bringing in the beauty obsessed and popular beauty vlogger alike.
People were drawn in by the free samples, discount on brands’ staple products and a chance to see popular content creator in panels and meet and greets throughout the event. Youtubers such as Estée Lalonde, Mr. Kate, Yuya and MissyLynn met with fans at brand booth and outside some of the Beautycon tents.
Panels centered around the importance of diversity and using the beauty platform to talk about social issues, a sentiment Beautycon CEO Moj Mahdara said she relates to. “As someone who is a minority in a couple different ways, I can appreciate that there is a place and products and platforms and content that is really evangelizing the diverse, 2016 faces of beauty….,” she said at the event. Other panels centered around the changing job market, participating in discussions about being an entrepreneur and the rise of women juggling multiple careers.
Away from the stage were a maze of brand booths including L’Oreal, Pixi, SokoGlam!, NYX, Milani and many more. Along with products, brands had free services such as hand massages at Yes To’s booth and braiding and a floral stage for photos at Carol’s Daughter’s section.
Looking around the convention, the event perfectly matches the fandom surrounding online beauty. There are a huge variety of young women and girls walking around the convention floor donning every shade of lipstick, natural makeup to a full glamourous looks and styled and natural hair alike.
It’s clear that brands have also latched on to consumers’ desire to see a greater variety of faces in the beauty industry and brands that stand for cause. There were brands at the convention who cater to customers who want natural, vegan or cruelty free products such as Pacifica, 100% Pure and PÜR. There were also natural hair brands including Eden by bodyworks and Cantu.
For those who couldn’t attend, they were able to catch the event on Beautycon’s Facebook page. The livestream allowed fans to view the Chatroom where several different content creators took their turns hosting and answering questions asked through Facebook. Videos of the Chatroom can still be viewed on their page.
In between conventions, Beautycon releases their own seasonal beauty box. Each season subscribers receive beauty and lifestyles products hand picked by a guest creator. The current fall box has products curated by MakeupShayla and Angel Merino. The company also posts makeup and hair tutorials, trend reports and continues to show support for online content creators.
London is the next destination for Beautycon at the Olympia on Dec. 3. Creators for the event will be announced soon.
