The beauty and wellness industries lit up the Javits Convention Center once again as the International Beauty Show (IBS) New York and the International Esthetics, Cosmetics & Spa Conference (IECSC) New York returned from March 23–25, 2025.
When drag queens like Violet Chachki and Youtube influencer Laura Lee endorses Sleek’s new launch, you know you’re poppin’. The UK’s makeup line has finally made its way across the pond with 152 products for the lips, eyes and face; all sold online and is available in stores at select Walgreens and Ulta stores.
Photo Credit: Sleek MakeUP
It has been a world wind week for Sleek since last week’s launch party where they served cocktails and touch-ups to New York’s top beauty influencers and drag queens. Violet Chachki was the star of the night and raved about the product line and said, “What I love from Sleek is their highlighters. They have two creams and two powders. You put the cream on first and the powder second. It’s like crazy!” Chachki is in love with the campaign and considers makeup as ammunition to face the world. “Using makeup as a tool to face the world and face society and combat any insecurities that you have and realize there’s a part of you that is glamorous and gorgeous and beautiful. Makeup is a tool that helps you get there.”
Photo Credit: Sleek MakeUP
If the first course was a creative activation entitled, “My Face. My Rules” at lower Manhattan’s Tuck Room, then the main course is a competition called, “The Glow Down,” which launch yesterday. Makeup guru and influencer Laura Lee explains the weekly competition, “The GlowDown is a competition challenging today’s top talent to the ultimate makeup junkie showdown. This competition has no rules, but to follow your own, be bold and push your creativity to the limit.” Each week, participating influencers will curate live videos pinned with a playlist within Sleek MakeUP USA’s YouTube channel. The participants are Violet Chachki and Kristen Leanne, Miss Fame, Sonjdra Deluxe, Peppermint, Nazanin Kavari, Pearl and Bri Hall.
According to the company press release, Sleek has been a trendsetter in the makeup business since 2009 “bringing contouring to the masses to pre- empting the Matte Lip trend back in 2012, Sleek MakeUP has always been one step ahead.” Smart business tactics like this campaign seem genius when using drag queens and beauty influencers to showcase the product! Sleek is sold in over 50 countries worldwide, crossing boundaries while perfecting the makeup line.