Dallas-Fort Worth area makeup artists and beauty professionals are basking in the glow of The Makeup Show Dallas, held this past weekend at the Hyatt Regency Dallas. A makeup lover’s dream, the two-day event featured keynotes and seminars from the industry’s top talents and entrepreneurs, as well as booths and demonstrations from hundreds of professional beauty brands. Among a sea of flawless faces and innovative applications, even non-professionals felt right at home.
“While I’m not a makeup artist, makeup has always been my passion,” said Boxy Ladies co-founder Lauren Guzman. “Kevyn Aucoin’s books inspired me when I was younger and it was amazing to hear from world famous makeup artists who worked with him. Having the opportunity to meet one of my makeup heroes James Vincent is something I’ll never forget. I loved learning new techniques and hearing stories about his celebrity clients.”
Speaking of James Vincent, (Sex and the City and Lady Gaga videos are among the glamorous items on his resume) he serves as The Makeup Show’s Director of Education and the face of the event. In introducing keynote speakers and seminar educators, Vincent is clear on the purpose of the show: to educate makeup artists on the latest tools and techniques in the industry, while helping them define and ultimately achieve, their business goals.
Saturday keynote speaker Ruby Polanco, founder of Ruby Makeup Academy (#403 on Inc. Magazine’s list of Fasted Growing Companies) focused her discussion on the importance of branding in the beauty industry. She encouraged attendees to analyze a brand they love and determine what the individual connects with in the brand’s identity. She then challenged attendees to define characteristics or attributes they see in themselves, and build a brand around it. In short, determining and defining brand personality will help to identity how and were to connect with customers in an authentic way.
The Makeup Show also featured instructional seminars covering a variety of topics including beauty pageant and bridal makeup, color correction, airbrush makeup and tattoo coverup to name a few. In these 45-minute seminars, makeup professionals demonstrated techniques, tools and tips on models to give attendees both the strategy and the execution behind the work.
In addition to showcasing new techniques and product innovation, the show featured booths by the industry’s go-to brands for makeup artists, including major player brands like Make Up For Ever (the event’s Diamond Sponsor), Stila, Nars and Sephora. The event also provided a opportunity for up-and-coming brands and their entrepreneurial founders to get in front of the DFW beauty community and peddle their wares. One such entrepreneur is Emmy-winning makeup artist Melanie Mills, who served as Makeup Department Head for ABC’s Dancing with the Stars for four seasons. In her time there, Mills found the dancers to be obsessed with self-tanners and had the rough, patchy skin to prove it. Inspired, Mills developed Gleam Body Radiance to create the illusion of perfect skin while delivering a velvety, hydrating finish. Gleam is available in four shades and suitable for all skin tones. Mills also delivered a keynote address Saturday, highlighting her background and sharing her tips for rising through the ranks as a Hollywood makeup artist.
After two full days of innovative content, dynamic speakers and tempting discounts on professional products and tools, attendees were left inspired, awed and ready to take their art and business to the next level.
The Makeup Show has two additional events in 2015, a Pop-Up Shop in San Francisco in August, and the Chicago show in November. For more information, visit their website and follow them on Twitter.