The Makeup Show NYC showcases trends, welcomes indie brands, and adds Pro Awards

By Deanna Utroske

- Last updated on GMT

Ardell Lashes wins The Makeup Show Pro Award in the Lash Out category for its Ardell Wispies (image courtesy of Nadav Havakook)
Ardell Lashes wins The Makeup Show Pro Award in the Lash Out category for its Ardell Wispies (image courtesy of Nadav Havakook)

Related tags Makeup artists New york city Cosmetics

The annual show, “a place where professionals gather…and brands launch new product,” took place last Sunday and Monday in New York City, drawing over 7,000 credentialed pros.

“A place where professional gather…,” ​that’s how Jimmy Vincent, director of education and artistry, for The Makeup Show describes the event where seasonal looks are being demoed at nearly every booth and this year’s trends can be seen in the products available for sale (often at a discount to the makeup artists in attendance).

Evident at this year’s show: liquid lipstick is incredibly popular and likely to become more so over the coming months, as nearly every brand that does lip color was showing a liquid lipstick at The Makeup Show NYC. And skin care was more prominent this year too, both as stand-alone products like those from Dr. Brandt and Mario Badescu, and as a built-in benefit of complexion products, like Sunset Light – Light Infused Primer, Serum, Mixing Base from Veil Cosmetics.

Indie edge

Of the more than 150 beauty brands exhibiting at the show were well-known brands from companies like L’Oréal—including NYX (which recently introduced a pro line), The Body Shop, and IT Cosmetics—and from LVMH, such as Kat Von D and Make Up For Ever.

But plenty of smaller cult and indie brands were also on hand, brands like Jeffree Star, Menaji, Giella custom blend cosmetics, and brush and tool company Smith cosmetics.

Asked why her company joined the NY edition of the show this year for the first time, Janelle Olynyk, marketing and social media lead for Smith cosmetics, asks rhetorically, “why would we not add New York?” ​observing that “New York is an absolute hive of creativity!”

The Makeup Show “is important for the brands, especially the indies,” ​Vincent says “these are the owners of the brands…the people who take care of the pros.”​ Which is to say that the show is a great place for makeup artists working on Broadway, in Hollywood, on the red carpet and the runway to connect with the innovators behind the brands and the products they use everyday and for those brand leaders to hear directly from the artists.  

Pro Awards

This year, for the first time, the New York City edition of The Makeup Show included awards judged by the professional beauty community. Makeup artists have a broader experience of products, tools, and faces than the typical beauty consumer—at least that’s the premise here: “Where most awards poll the public on their favorite products, The Makeup Show Pro Awards were entirely curated and voted upon by 5,000 industry professionals and serious makeup enthusiasts,” ​according to an event press release.  

The winning products, listed below according to award category, will be shown at upcoming iterations of The Makeup Show in Chicago, Dallas, LA, and Orlando.

Tools of the Trade: ARDELL LASHES – DUO Lash Adhesive in Dark  

Prep and Prime:  MAKE UP FOR EVER – Step 1 Skin Equalizer, Smoothing Primer

About Face: MAKE UP FOR EVER – Ultra HD Foundation

Concealer Weapon: MAKE UP FOR EVER – Ultra HD Concealer

The Eyes Have It: URBAN DECAY – Eyeshadow Primer Potion

Seeing Red: MAC COSMETICS – Lipstick in Ruby Woo

Lash Out: ARDELL LASHES – Ardell Wispies

Perfect Palette: URBAN DECAY – Naked2

New Kid on the Block: KAT VON D BEAUTY – Lock-It Setting Powder

Artistry Essentials:  RCMA – “No-Color” Powder

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