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fashion-scoops
fashion-scoops

Generation Beauty Draws a Plugged-in Crowd to First Conference

Roughly 1,200 existing and aspiring creators of online beauty content attended the event in downtown Los Angeles.

fashion-scoops/news

BEAUTY VIBE: The plugged-in generation got a beauty conference all its own Saturday and Sunday with Generation Beauty, which was put on in the downtown Los Angeles venue L.A. Live by beauty sampling service Ipsy and aimed at existing and aspiring creators of online beauty content. Roughly 1,200 people attended Generation Beauty and around 20 brands participated, including Benefit, Sexy Hair Concepts, Pacifica, NYX, Pixi, Anastasia Beverly Hills, Proactiv, Smashbox and Bare Minerals. Attendees were able to learn about producing quality, lucrative online videos during presentations by the likes of YouTube Next Lab’s Rachel Lightfoot and Rob Polonsky, Big Frame’s Rachel Talbott and Lisa Filipelli, and FAWN’s Ronit Cohn and Leslie Morgan. They were also able to meet their favorite YouTube personalities, and Andrea Brooks, Bethany Mota and Promise Tamang Phan, who use the YouTube handles AndreasChoice, MacBarbie07 and dope2111, respectively, as well as Kandee Johnson and Michelle Phan were among the YouTube personalities on hand. Generation Beauty was the brainchild of Michelle Phan, founder of FAWN and co-founder of Ipsy. “It’s kind of crazy to think that six years ago this online community didn’t exist. Girls posted makeup tutorials here and there, but there wasn’t a concrete community until YouTube happened. Once that was established, likeminded girls were networking with each other, creating beauty tutorials. As years went by, the community grew bigger and bigger, and I stepped back andrealized there was no event to celebrate this amazing group of girls who are paving the way for the beauty industry,” said Phan. “I told my team, ‘We need to create the first digital beauty conference.’ I’ve seen makeup conferences [for] makeup artists. I’ve even seen conferences for brands, but I’ve never seen one for beauty vloggers and bloggers.”