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):
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.
- MustaeV Easy Go Powder Brush (c/o)
- Mustae V Skinny Tint Foundation in Bright Beige and Sienna Beige (c/o)
- MustaeV Maxi Volume Mascara (c/o)
- Anastasia Glow Kits in Gleam and That Glow (also available at Macy’s)
- OCC Lip Tar in Synth (which appears to be sold out everywhere)
- Natasha Denona Blush Duo Palette #10 which has #02 Toutou and #05 Sheer Peachy Nude (launching at Beautylish by February)
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!