In just five years, Beautycon festivals have spread from Los Angeles to New York to London, bringing out celebrities, beauty gurus, and beauty enthusiasts in the many thousands. Beautycon has earned its position as the authority in beauty culture, filling a white space in the industry for niche and underrepresented audiences. In the face of mainstream beauty standards and cookie-cutter brands, Beautycon has championed inclusion, self-expression, and inspiration, and that DNA is inherent in their newest venture. With the launch of Beautycon POP, the experiential brand is posed to become the coolest and most inclusive marketplace for what's next in beauty.
But don't worry: Beautycon POP is not your average pop-up, "museum," or Instagram trap. The brands Beautycon has chosen to work with for their retail debut are female-driven, and they're bringing both rare and well-known goods to L.A. starting on Nov. 16.
Here's a sneak peek.
1. Beautycon POP Is Everything You Love About Beautycon, But Somehow Even *More* 'Grammable
Just like Beautycon, Beautycon POP opens its doors to everyone, welcoming creativity, encouraging community, and celebrating IRL experiences. POP, however, has a way more immersive spin — which of course, means way more opportunities for *content*. The eight galleries on-site include the Prism Powder Room, a fully mirrored bathroom of your Instagram dreams, as well as the Dream State, a partnership with K-beauty brand LANEIGE that involves a real wing from an actual airplane.
2. You Can Leave With Your Own Mini-Music Video
The Confidence Runway, created in partnership with Macy's, gives you your own 15 minutes of fame. The experience is completely private to you, so even shy beauty-lovers can get their strut on.
3. You Can Buy Pretty Much Everything In Sight, & There Will Be Some Rare Finds
You'll be able to test and buy the Beautycon team’s top picks in lip, eye, and skin from 20 female-founded brands. And the founders are super-inspiring. Take it from Nadia Babar of Kálos, who scored last-minute space at Beautycon NYC in 2015, soon after launching her brand. She says: "Being a tiny indie brand was nerve-wracking, to say the least... The response we received was incredibly motivating. Amidst the excitement and thrill of Beautycon, women of all ages came together to learn about my baby brand. Beautycon reaffirmed my belief that there was still space for new ideas and products to change the beauty industry.”
4. Don't Worry About Coming With Your Hair & Makeup Done
Of course, no Beautycon event would be complete without a few moments of primping. Make time to visit the Beautycon x Macy's Salon (open from Thursdays through Saturdays) to get a live demo from a beauty master. At opening, services will include hair braiding for short and long hair as well as a holiday makeup look. Just don't forget to snap a few well-lit selfies while you're at it.
5. Tickets For The First Week Are Nearly Sold Out — So Buy Yours ASAP
Opening day is this Friday, Nov. 16. After that, POP is open Monday, Wednesday, and Thursday from 12 p.m. to 8 p.m. at $35 per ticket and on Friday, Saturday, and Sunday from 10 a.m. to 10 p.m. at $45 per ticket. The Beautycon SHOP is open during operating hours and accepts debit and credit cards plus Apple Pay.
One last tip: a little bird told us to expect some pretty good programming at POP. Kim Kardashian and Snoop Dogg showed up at Beautycon's L.A. Festival this year. Just saying...
In partnership with Beautycon.
