Beautycon is a beauty festival that happens seasonally, gathering beauty labels, professionals, and influencers all in one place. Los Angeles now hosts a pop-up experience entitled 'Beautycon POP' in correlation to the festival -- it is comprised of fun and immersive activities centered around social media content. The space features eight photo backdrops, makeup tutorials, and a salon by MACY's.
In addition to the pop-up experience, there is also the 'Beautycon SHOP' -- it is the first-ever Beautycon retail store. It offers products from 20 indie beauty brands, all of which have been founded by women. Highlighting the festival's ethos of inclusivity and representation, the chosen products for the shop are developed for the "underserved audiences."