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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Jamie Matusow, Editor-in-Chief05.01.17

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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