Maybelline New York and Gigi Hadid joined by celebrity makeup artist Erin Parsons hosted an exclusive Beauty Bash to launch the brand’s newest bold & beautiful summer 2016 collection. Bringing the distinctive spirit of New York City to Los Angeles, Maybelline New York transformed the Commissary and pool deck at The LINE Hotel. From the food, to the drinks, to the activations, the brand weaved in iconic New York elements, bringing guests both the beauty and edge of the big apple. Celebrity chef Roy Choi re-created some of New York’s essential bites from mini pretzels to reuben sliders. Guests enjoyed speciality cocktails such as the Maybellini while listening to upbeat tunes spun by Simihaze. There were unique and shareable “Make It Happen“ moments including a Selfie Mirror as well as interactive product stations featuring some of the newest from the Maybelline New York collection.

A range of celebrities, influencers, and tastemakers attended the event included Alli Simpson, Christina Milian, Shaun Ross, Bar Paly, Kelli Berglund, Greer Grammer, Sami Miro, and Katherine McNamara.