Imagine wandering through thousands of square feet filled with 100-plus brands of beauty products, stocking up on the coolest cosmetics at up to 60 percent off, and hanging with thousands of other rabid beauty buffs from all over the world, including celeb makeup artists, undercover YouTube beauty gurus and cosmetics company reps.
This beauty bonanza is not a fantasy — it’s the International Makeup Artist Trade Show (IMATS), held every year in Los Angeles, New York, London, Vancouver, Toronto and Sydney. Established in 1997, the three-day event is the first and largest gathering of beauty industry insiders anywhere.
This year’s L.A. event runs Friday through Sunday, January 13, 14 and 15, with vendors from Anastasia Beverly Hills to Z Palette, as well as Kat Von D, M.A.C., NYX, Sephora, Tarte, and more. Besides their regular stock, brands sell exclusive new and limited edition products not always available to the public and give free samples, makeovers, and swag bags.
Along with mad deals and networking opportunities, IMATS also offers master classes, panels, and demos by makeup artists working in film, TV, and fashion. (Recent LA panels have featured makeup artists from Game of Thrones, The Revenant and Cirque du Soleil.) To give you some perspective on the subject, there’s also the IMATS Make-Up Museum.
Even though there can be two-hour waits to get inside (Saturday is sold out),
l-o-o-o-o-o-n-g lines, and aching feet (wear flats!), the magical makeup moments far outweigh the drawbacks.
The Z Palette team will be on home turf at L.A. IMATS this weekend, ready to meet Z Palette fans in our sleek, streamlined, silver airbus waiting outside. So continue your experience after the show, meet the crew, and de-pot your makeup steals on the spot!