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    Features

    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles

    A focus on the eyes—from brows to liners—marked much of the interest at the 2nd edition of MakeUp in LosAngeles.

    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    The day begins at Quixote Studios.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    Anastasia Soare (R), founder of Anastasia Beverly Hills, was one of many presenters in the show’s sessions tent.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    (L-R) Jean-Yves Bourgeois, Jamie Matusow, Jay Gorga, Sandra Maguarian
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    Many exhibitors had set up meetings in advance of the show.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    A 3-in-1 eyebrow pen from Ningbo Jieli Cosmetical Package Company
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    A new Filling Brow Marker from Alkos features a beveled tip for control and precision.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    A microbristle precisionLINER was drawing interest at Geka.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    Presto Packaging’s lipstick cases are magnetized to ensure that the cap and base are always oriented.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    Quadpack previewed a wooden lipstick case that’s not yet commercially available.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    Arcade Beauty presented a new sampling kit—and gesture/applicator—for the root touch-up/hair color category.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    At Asquan, a duo-stick pack still in mockup form, incorporates two mechanisms in one barrel, and can be utilized for two different colors.
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Seacliff (L-R): Connie Fernandez, Helen Min, Vonda Simon, Ramina Khachi
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Lumson: Maria Nikolis, Bill Omelia
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Presto: Rex Ye (L), Carli Windsor
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Ningbo Jieli (L-R): David Zhang, Vivian Liu, Robert Tognetti
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Geka: Amalia Marciano
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Strand: Denis Richard-Orliange, Nathalie Dessirier, Jacques de Prémare
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Arcade (L-R): Chelsea Stewart, Laura Freedman, Taylor Ryan
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Asquan (L-R): Heather Brekke, Henri Tinchant, Angel Tsoi, Wendy Skolfield
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Alkos (L-R): Allison Kieffer, Eric Goyer, Jonathan Chung
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Pinkpac: Thomas Hwang, Sophia Chang
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Taiki booth
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Quadpack(L-R): Sonia Cerato, Eileen McCardle, Christin Cupo, Robert McDermott
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Baralan USA: Jim Slowey
    ‘Brows’-ing—and Buying—at MakeUp in LosAngeles
    MakeUp in LA: Jean-Yves Bourgeois, Sandra Maguarian
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    In the midst of a rainy stretch in Southern California, the sun came out for two days and warmed the scene and the mood at MakeUp in LosAngeles as exhibitors and visitors gathered to discuss, browse and plan for new beauty launches.

    The megatrend in eyebrows was especially evident at the West Coast beauty show, with a sculpt-worthy assortment of formulations and tools, as well as an impressive brand category success story presented by “eyebrow queen” Anastasia Soare, founder of Anastasia Beverly Hills. But lips, face and lids; in-demand packaging; and cosmetic bags also drew avid interest as attendees made their way around the show floor and into the sessions tent.

    Jean-Yves Bourgeois and Sandra Maguarian, co-managers of the MakeUp In…cosmetic-centric tradeshows, told Beauty Packaging that any qualms they may have originally had about launching a West Coast beauty event in the U.S. in 2016 had been completely allayed with this year’s second annual edition of MakeUp in LosAngeles, held February 8-9. Maguarian said on Day 1, alone, more than 1,000 beauty in

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