LA Makeup Trade Show a Sold-Out Success

By Anne Moratto | 06/27/2012 4:56:00 PM


The International Makeup Trade Show (IMATS) in Pasadena, CA welcomed makeup artists, makeup enthusiasts and media to three-days of education, makeup bargains, and an awards show for Beauty Vlogger of the Year on YouTube.  

Online phenom Perez Hilton hosted the FACE (Fine Artistry of Cosmetic Elites) Awards, a joint production of NYX Cosmetics and Makeup411, to recognize the artistry and talent of beauty vloggers. 

Michael Cain, Director of Education for Macadamia Natural Oil, was on the judging panel and Macadamia stylists did the hair for the final designs.

“We partnered with NYX and provided hair products and stylists who collaborated with the contestants to help realize their vision.  It was a really positive event.  Competition is healthy—it keeps you striving, learning and trying to improve.”

The six finalists--BeautyliciousInsider, ProMUAnetwork, iwanted2c1video, CharismastarTV, Sabsbeauty, GoldieStarling--were selected out of a field of vloggers who submitted their videos for consideration.  They were judged on Composition, Technique, Innovation, Kinetic (having a spirited, fresh impact) and Illuminative (having a professional and inspirational affect).  Hilton said, "And I will be secretly judging them on their fierceness."

On the trade show floor, cult favorite Obsessive Compulsive continued to win over fans with its vegan approach. Dinair Airbrush Systems' booth filled most of one wall and the artistry on display stopped traffic. The many brush  companies showed the importance of using the right tool for the job.  And in the Special FX Pavillion, scary monster makeup looked surprisingly beautiful up close.







Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at


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