According to the organisers, the first edition of MakeUp in Action Los Angeles, the B2B event dedicated to the makeup industry brought together over two days more than 700 people during its two days, 3-4 February 2016 at the Quixote Studios in Los Angeles, California.
“Many small and medium-sized brands from the West Coast had made the trip, which was the aim, but also brand owners from the East Coast. As for workshops and conferences, they were fully booked and attended,” claims Beauteam, the agency behind the ‘MakeUp in’ events. Among them, "key visitors" were present with, to name a few, Mac, Benefit, Urban Decay, Bare Escentuals, Sephora, Chanel Parfums et Beauté, Stila, L’Oréal, Cinema Secret, Lorac, Kardashian Beauty, Billion Dollar Brown, Yes To, Physicians Formula, etc.
A total of 600 people attended the seven conferences and two round tables. As for the eight workshops they attracted a total of 300 people, (120 at the Formulation workshop and 180 at the Packaging workshop).
