I don’t often *do* IMATS as the fear of huge crowds, q’s for miles and not being able to move quickly really vexes me, BUT this year I am making an exception because quite a few makeup artists I know are going on pro day and then a load of beauty bloggers on Saturday. Currently , I am going to try and do both days. CraY.
If you are not familiar, IMATS (International Makeup Artist Trade show) is a huge 3-day event that is held in major cities all over the world and once-a-year it comes to London. It is now at Kensington Olympia in west London although I haven’t been to it since it was at Alexandra Palace so not sure if it’s as big or scary as it used to be.
Makeup brands from all over the world will be there on stalls / shops including brands you cannot normally buy in the UK, along with our well-known and famous brands. Makeup artists will usally go on ‘Pro Day’ which is the Friday afternoon to stock up on kit favourites before the crowds on Saturday and Sunday. Many bargains can be had, and most brands will be running great offers and discounts on their products. Alongside shopping at the pop-up shops, there is makeup demo’s, live catwalks shows and makeup talks from the experts and brands. You can pretty much spend the day there is you are ok with battling with thousands of other crazy beauty shoppers.
Brands/Stands to check out:
The ultimate brush brand for affordable and great quality makeup brushes. The NEW foundation will also be available at a discounted price. Also my top picks of brushes can be seen here if you need a helping hand! The lovely Zoe Newlove will be on the stand on both days so I will be hanging with her for a bit and there will be some great makeup demos going on.
Makeup Forever Paris :
Have a look at their HD foundation. J’Die.
Nigel Beauty Emporium :
A selection of smaller, niche makeup brands.
Hakuhodo brushes :
These brushes are RAVED about by top makeup artists including Kenneth Soh. Super pricey but I am going along to have a look.
Love Makeup :
Kevyn Aucoin, Wayne Goss, Kett, Ellis Faas, Z Palette, Daniel Sandler & more!
Lots of hype about this range coming to the UK. Am not familiar yet but will be after IMATS.
Lots of pro makeup brands and I’m going along to see the JT Makeup & glitters!
Obsessive Compulsive cosmetics /O.C.C :
You need to check out the lip tars, the colours are magical and they are the original liquid lipsticks.
Talks & Demos to go-see
10-11am: Drag Queen Techniques with Courtney Tichman (Open Forum stage)
11.30-12.30pm: MAC Pablo Rodriguez ‘Runway trends’ (Main Stage)
1-2pm HD Brows with founder Nilam Patel (Open forum stage)
2.15-3.15pm: Red carpet Looks with Gary Cockerill (Main Stage)
12.30-130pm: The Art of Male Makeup with David Horne, Spob O’Brien and Mark Bowles. (Open Forum Stage)
2-3pm: Book signing with makeup artist David Horne, author of ‘The Art of Male Makeup’ (Makeup Artist magazine booth)
3.15-3.45pm: Student Makeup Competition awards show. (Main Stage)
Just make sure to make a schedule which isn’t too tightly packed as you will end up running around like a headless chicken.
Little bit disappointed not to see Anastasia Beverly Hills not on the list?! Was expecting them to be here. I haven’t got a shopping list as such, I’m just going to see as I go. At trade shows like this I think it’s a really good chance to embrace the smaller, niche brands rather than the MAC / NARS etc, unless there are some SERI-ASS bargains to be had!