IMATS Los Angeles 2016 + My Mini Haul

January 17, 2016

This year I finally made it to IMATS Los Angeles in Pasadena, California. This event has been on my radar for such a long time so I was thrilled when MustaeV invited me to attend the Makeup Artist Pro-Card Event on Friday. Since I had never attended one of these events before, I wasn’t sure what to expect and it was significantly larger than I expected. For makeup professionals who have attended The Makeup Show, the concept of IMATS is similar – but is open for anyone to attend. I didn’t do an exact booth count, but there seem to be a lot more vendors and brands featured at IMATS.

IMATS in Los Angeles is held at the Pasadena Convention Center and the booths were split into two different halls. I looked through the list of attending brands and had a list of booths to visit including Beautylish, MustaeV, Kat Von D Beauty, Make Up For Ever, Anastasia of Beverly Hills, Le Metier de Beaute, Temptu, tarte, Hakuhodo to name a few. I was told by a few other fellow beauty bloggers to expect booths to be extremely busy and packed and they weren’t joking. I arrived at 4:30 and stayed until closing at 7. I only made it to a portion of the vendors I had on my list, many had crowds or lines I didn’t have patience for. The first brand I went to was Anastasia which had a long line just to submit your purchase requests on a form, and then a 2 hour wait to pick up your items.

I snapped a few pictures as I walked throughout the event. A look at the floor layout, wish I could have gotten an aerial view of the entire setup.

Amazing demonstrations of body art and special effects. The artists are phenomenal.

A look at the MustaeV setup some exciting releases coming out this year were not yet on display, but I can’t wait to share them with you later this spring.

Setup on one of the stages (right), a look at Kryolan Professional Makeup Palettes (left):

Viseart Palettes:

Palettes from BH Cosmetics, brushes galore from Hakuhodo:

Beautylish featured a new line from makeup artist Natasha Denona. Right now they offer the Glow System (complexion products) online. The remaining items are expected to launch by the end of February (shadows are supposed to launch end of January). Natasha herself was in attendance and she was so kind to take the time to explain some of her products. I was also thrilled to see @trishalee_w from A Glittery Life working the booth – she’s an amazing artist and helped me pick out a blush (I wanted like all of them, but she helped me pick 1 to start with). I will be reviewing the Glow System and more from the Natasha Denona line soon, texture and pigments are really phenomenal and so unique.

Several have asked for a haul post. I didn’t buy much – there were a few booths where I had intended to go back to pick up  items, but I didn’t have time and I did not have tickets for the other days of the event, so here’s a snapshot of what I picked up. I’ll have reviews + swatches in the next couple of weeks (as soon as I can). Most items you can buy elsewhere right now. I’m most excited about the Beautylish x Natasha Denona launches that are coming in a few months.
The items I looked at were at full retail price (they might have had discounts for pro-card holders). The Glow Kits were offered at $40 each without sales tax.

I was also very fortunate to receive a generous gift of the Natasha Denona 28 Eyeshadow Palette in Green Brown. It’s just so dreamy and from what I swatched at the booth – the textures are super saturated, highly pigmented and gorgeous. I have several of the 5 pan palettes on my wishlist but this one is just phenomenal. I die for the texture! The packaging:

28 shades of stunning green and brown. I am not a green eyeshadow wearer but I lightly swiped the top row on my eyes this morning – texture, pigment and shimmer = OMG.

If you are able to attend one of the IMATS events I highly recommend going. It’s a beauty lovers dream come true to visit all the booths and see makeup artists in action. Do be sure to carve out as much time as possible if you’re going on 1 day – I thought I could make my rounds in 2 hours, but I guess that was being overly optimistic! You can check out the IMATS website to see where else they will be traveling this year in 2016, there are three dates listed so far: 

New York, April 8 – 10
London, June 3 – 6
Vancouver, July 16 – 17
If you’re in the Los Angeles area and missed out, be sure to check it out next year. Otherwise if you are a makeup professional, you might want to consider attending The Makeup Show (see their FAQ page to check if you qualify to attend). They will be in Los Angeles later this year in March.

Many thanks again to MustaeV for enabling me to attend this year! Have you been to IMATS before? If yes, please let me know!

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  • I've always wanted to go to IMATs, might have to go to New York! There were lots of exciting things I saw I can't wait to try, like highlighter palettes from Tarte and Natasha Denona.


    • If you can make it to the one in NY I highly recommend it! Be sure to get tickets early as I do believe they sell out.

  • Thank you so much for your recap. I too have always wanted to attend. Crowds … so frustrating!

    • Glad you liked the recap – it's a popular event so it's understandable about the crowds!

  • I went once in New York and I adored it x

  • Looks amazing…..I can't wait to get my sticky fingers on the ABH Glow kits. Do the same brands feature in London or is it a different line up? Those brushes look feathery soft. Xxx

    • I'm not sure what brands are featured at each show, there is usually a list of exhibitors linked somewhere on each page, it's usually posted closer to the event dates.

  • OMG I love the fact I found you…let alone all the make up you bring. I have been totally obsessed with Natasha Denona…been emailing back and forth pre Beautylish. I love love the blush…what colour did you get? Highly pigmented.

    • It's listed above – I picked up #10 and it's stunning!

  • OMG that Natasha D palette look DIVINE!!! Do you know how much this will retail for? I LOVE those colours, i'm doomed LOL. Can't wait for your review.

    • The prices are on Natasha Denona's website I think. HTH!


    • I too, have gone bananas over Natasha Denona's products. Especially her shadows! I just purchased 6 of the quints from her website based in Tel Aviv. I can tell you the 28 pan color pans retail for $239. Above you see the Green/Brown one. She also has a stunning Blue/ Purple palette. Both are out of stock. Unfortunately, I have the patience of a two year old so I couldn't wait the 2 weeks before she restocked them. Beautylish should have them available by the beginning of February. Her eyeshadows are A-M-A-Z-I-N-G!! Are they pricey? YES but you will fall in love with the texture and the pigmentation……trust me!!

  • So jealous I couldn't make it this year, I will for sure make it next year. It looks so amazing and like so much fun.

    • Awww too bad, yes hope you can make it next year!

  • So jealous! I've been wanting to go and am hopefully going to make it out to the NY IMATS this year. *Crossing my fingers*

    Meliza Joyce | http://www.that-girl-in-nyc.com

    • I think the IMATS in NY would be amazing to attend!

  • I went to IMATS years ago. I took my makeup loving niece (young teen at the time) and her BFF and we had quite a day–fun and exhausting! At first they flocked to the more common, well known brands but I was able to convince them that they should be checking out the more unusual lines and products that were not readily available to them. By the time we left, they felt like they were amongst the cosmetic cognoscenti πŸ™‚

    • You are such a nice aunt!!!

    • Anonymous

      Eileen, I need a makeup fairy godmother. Would you please apply?

  • I would love to go to IMATS. It would be nice to coordinate a vacation around an IMATS event sans s/o so I would feel guilty drooling over all the goodies while he waited patiently in the wings. Are all IMATS events created equal? Sabrina, your selections are beautiful. NICE GIFT!!! WOW, I especially love the color of the ND blush. Thanks so much for the post!

    • OMG you should totally go to one if you can! I don't know if they are all the same but you can try searching via social media with #IMATSLA or #IMATS(insert location name) – yes I would go without the s/o. Take a girl friend with you instead. My husband went with me to The Makeup Show last year and he was very patient but I did feel guilty while he was waiting.

  • Sabrina S

    Oh wow! This is awesome, congrats on that gorgeous Natasha Denona palette! I have a question for you, do all of those blushes have the same color on the left side?! I kinda hope not, because I'd love to own more than one blush but would find it useless to have so many of the same color on the left!

    • A good portion of them do have the same Toutou highlighter. It was explained that it's the blending shade. It is quite amazing but yes, I would have liked to see duos with more options. There are some that don't have that Toutou peachy color though.

      I took some photos of all the blushes – hope to upload soon when I have the review up.

  • How exciting, you have a really nice haul! πŸ˜‰ I've always wanted to go to IMATS, I'm hoping one day it'll come to the Bay Area. I went to the Makeup Show in SF last year and was a bit disappointed in the amount of brands that participated (plus it was a small space and it was super stuffy), but it looks like IMATS is much more spread out and engaging for the visitors. Crossing my fingers for the next time!

    • Thanks! Yes, IMATS is definitely a lot bigger than The Makeup Show, but I think the one in SF was a mini one as it was a pop up. Would be so great if IMATS went to SF!

  • Anonymous

    Did you get your hands on Natasha's foundation? I am so curios about it


    • Hi Daisy – I did see several formulas at IMATS but didn't get a detailed look, I have the Face Glow and am still testing it. It's got a feel that's more like a CC cream to me. Will have a review hopefully next week!

  • Amazing roundup! Me and my blogger buddies (i.e., fellow makeup fanatics) go to the Toronto show every year and this March we'll be making the trip to the NYC show. Can't wait! πŸ™‚

    • That's soooo awesome! Sounds like such a great blogger trip!

  • t

    Looks like so much fun! I hope to attend the Vancouver IMATS!

  • Hi Sabrina! I'm about to attend imats in NY next month and have never seen a natasha at beautylish booth there before so I am extremely excited, do you know if there was any discount on the Natasha denona? I have heard 10%, would like to know for sure! I have a few of the five pans and am interested in the 28 so was curious. Love your blog! Thanks!