The first show was deemed a success—and now the sequel is about to premiere. It will be a year since the first edition of MakeUp in Action in Los Angeles took place at the Quixote Studio in Hollywood. Nearly 700 participants were drawn to the lot for two days of specialized conferences and roundtables dedicated to the West Coast makeup industry. Thirty suppliers, representing formulation, packaging and accessories set up booths to showcase their products and services.

This year’s event will be held February 8-9 in the same venue and, according to the organizers, almost everything will be doubled. Twice as many suppliers, twice as many speakers and twice as many expected participants. (Not sure about the food truck vendors...)

Main highlights according to the “MakeUp in” production crew include conferences and debates centering on the key influences from California, which they describe as an “Innovation Hub” for the cosmetics industry. Participants will include both leading players and indie brands. Trends and innovations will focus on the entire makeup sector, particularly those involving the Formulation-Pack-Applicator trio.

Here’s a look at some of the scheduled sessions:

Day 1: Wednesday February 8th

10:00am - 10:20am: Introduction of the Event of the Day, with Leila Rochet-Podvin, founder of Cosmetics Inspiration & Creation

10:20am - 10:50am: “Insight into Future Trends and the California Influence,” by Sarah Jindal, senior innovation and insights analyst, Beauty & Personal Care, Mintel

11:00am -11:45am: “The New Ways Consumers Shop and the Evolution of Retail.” Roundtable moderated by Leila Rochet-Podvin

11:50am - 12:30pm: “Beauty in the Digital Age; The Power of Influencers and the Rise of Social Media”

12:40pm - 1:25pm: “Beauty in the Digital Age: What Has Changed and the Impact for Innovations.” Roundtable dedicated to California brands moderated by Leila Rochet-Podvin with Samantha Cutler, chief product development officer at Stila Cosmetics; Kate Helfrich, vice president product development at Hourglass; Ingrid Jackel, CEO at YesTo

2:45 pm - 4:00 pm: “Millennials, the Next Generation, the Impact for Our Industry.” Conferences & discussions moderated by Leila Rochet-Podvin

3:15 - 4:00 pm: Discussion and roundtable moderated by Leila Rochet-Podvin with Jill Tomandl, VP product development and innovation at The Estée Lauder Companies

Day 2: Thursday, February 9th

10:00am -10:45am: “The New Influences: Changing Time Concepts.” Conference by Antoinette van den Berg, CEO & founder of  Touché Today

11:00am -12:00am: Workshop Program: “Cosmetic Packaging, the Technology behind Beauty”

Workshop: “The Cluttered World of Cosmetic Packaging Made Simple,” by Gérald Martines, founder and president at IN.SIGNES. A look at how the formula, the packaging and the applicator must all work together.

2:30pm - 5:00pm: Workshop Program: “Cosmetic Packaging, the Technology Behind Beauty,” by Gérald Martines. Focus of individual roundtables will be on mascara, lipgloss, lipstick, pencils and foundation.

More info