The weekend long Beautycon Festival took place in Los Angeles last week/weekend with lots of fun activities, activations and more. Some of the activations that occurred off-site included a breakfast with Tyra Banks & an intimate group of Content Creators and the launch of Sofia Vergara’s new fragrance Tempting at Sunset Towers. The actual festival had over 15k in attendance at the West Hall at the Los Angeles Convention Center. Celebrities in attendance included: Host Jeannie Mai, Tyra Banks, Kelly Rowland, Christina Millian, and Ashley Tisdale to name a few. Top Content Creators mingled with their fans including Kandee Johnson, Gigi Gorgeous, and Jack & Jack who also performed.

NYX Cosmetics had two massive activations at Beautycon LA leading up to their live event in April 20th the NYX FACE Awards with their host Kandee Johnson. There activation was called “Beauty School Drop out” and they had school desks, lockers for consumers to try and sample their NYX lipstick, they were also inside the Talent Lounge at Beautycon LA. Other brands that had fun booths included Garnier, YouCam Makeup, L’Oreal Paris and NCLA. YouCam Makeup in collaboration with Kardashian Beauty let guests have the opportunity to virtually try-on the new Kardashian Beauty Collection (launching tomorrow) via the award-winning YouCam Makeup app.