MakeUp in LosAngeles on February 8 and 9, 2017, the first BtoB makeup event on the West Coast

In a little less than four months, the second edition of MakeUp in LosAngeles will open its doors at the Quixote Studios. An event that comes at the right moment! Never before had the West Coast been so much the centre of interest of an entire makeup industry, in search of fresh ideas and innovations. And never before had there been such dynamism in the makeup industry! A second edition that looks very exiting! Register now…places are limited!


“Simply incredible!” “Amazing!” “Breathtaking!”… Terms, often heard in recent times and used by political commentators, in the U.S., but that can actually also be used concerning the boom in the makeup sector, which continues its overall leading role. According to the latest statistics published by the NPD Group, total face makeup grew by 14% during Q3, inching ahead of eye, lip and nail. Eyebrow makeup kept up its double-digit growth, with sales increasing by 37%. Lip color sales grew by 21%. Only the nail category experienced a 17% decline.

Makeup, up to 26%!

Another telling statistics published by the Group last November 3rd, L’Oréal’s turnover grew in the US by more than 4.7% over the first nine months of the year, to € 19.05 bn, thanks to the strong growth in sales of foundations, lipsticks and nail polishes. Whether in its luxury division (Giorgio Armani, Yves Saint Laurent, Urban Decay…) or its general public division (Maybelline, L’Oréal Paris, NYX), makeup is up by 26% since January and now accounts for a quarter of corporate sales. Whatever the age, gender, income or nationality of consumers, the craze for makeup products is global.

The strength of Digital

The younger generations of female consumers are immersed in social networks. And new emerging new brands that rely mostly on the internet are never short of innovation to constantly adapt. As a result some of the major brands will do everything to launch new products every two months. The ability to capture ephemeral moments and react quickly has become a challenge for everyone.

All these topics will be debated over two days, on next February 8 and 9 in Los Angeles.