Meeting top brands that influence the makeup generation

Anastasia, SmashBox, GlamGlow, Flirt, Nyx, Stila, Houglass, Yes To, Ilia Beauty, Rituel de Fille. . .  will be some of the “star” brands present and very active in the various debates that will animate the round tables and conferences of this second edition of MakeUp in LosAngeles. California, and Los Angeles in particular, have become in a few months the region and the city driving innovation in makeup and acknowledged as the innovation hub of the United States. A inspiring two-days event, gathering a carousel of leading industry experts, trend agencies, marketers and developers who are shaping the future of the beauty industry and design the star products of tomorrow.

Anastasia Soare

Anastasia Soare

As of the first hour of the first day, the tone will be given! Anastasia Soare will open this first session of debates by retracing her path, probably one of the most amazing in this West Coast saga. Beauty pioneer, creative visionary and powerhouse entrepreneur Anastasia Soare is Founder, CEO, and driving force behind Anastasia Beverly Hills (ABH)—one of the fastest-growing brands in the global beauty industry.

Soare immigrated to the US from Romania without language skills or financial means; instead she leveraged a fierce resolve and education in art and architecture to fuel her entrepreneurial vision and unique approach to beauty. In 1990, she introduced a new “brow-shaping” service to clients—later patented as the “Golden Ratio” method—that has gone on to become a staple service and enduring new category in modern beauty. Soare continues to push boundaries today, expanding beyond the brow category with the company’s leading prestige cosmetics line. Her capacity for driving growth through innovation and organizational focus on customers has become a hallmark of her leadership and the ABH brand.

Soare’s gift as artist and entrepreneur is complemented by an ease and grace with customers with whom she connects daily in video tutorials and personal appearances around the world. Her audience spans the globe and comprises many of its most famous faces, who rely on her unique vision of individual beauty to amplify their own.

Soare has achieved iconic status in her twenty-five year journey to self-made entrepreneur and American success story. She has been featured in The New York Times, The Guardian, People, Vanity Fair, Vogue, Elle, and Allure, among numerous other publications, and has appeared on such television shows as The Doctor Oz Show, The Oprah Winfrey Show, and America’s Next Top Model.

Soare’s belief in beauty’s power to transform extends to her lifelong work for women and children and the establishment of The Anastasia Brighter Horizon Foundation, which supports and advances the lives of young adults exiting the foster care system.

The digital influence

The digital influence, which is irrigating the beauty sphere from its Californian epicenter, will be one of the hot topics of this day speakers from Stila (Samantha Cutler, Chief Product Development Officer), Hourglass (Kate Helfrich, Vice President Product Development), Yes to (Ingrid Jakel, CEO) et NYX (Joyce Kim, Vice President Product Development).

Another highlight of the first day will be the roundtable on Millennials with the exceptional presence of Jill Tomandl, VP Product Development & Innovation at Estée Lauder Companies – Smashbox. A roundtable dedicated to Millennials with the participation of the GenNext – West Coast representative of the ELC Group from the Clinique (Karina Spritz), Glamglow (Noelle Kot), Flirt (Vanessa Munoz) and Smashbox (Kia Ragland).

Finally, the Wellness trend, which is flooding the beauty planet, will be at the center of the conversation taking place at the last round table with rising brands in makeup and represented by their founders, Katherine & Caroline Romos for Rituel de Fille and Sasha Plavsic for Ilia Beauty.

The first day on « The New Influences From California & Their Impact in Beauty » is curated and moderated by Leila Rochet-Podvin, founder of Cosmetics Inspiration & Creation, a Trend and Consulting Office specialized in Beauty Innovations.