Festival / Event / Color Cosmetics / beauty / makeup / OGX

Beautycon New York Promotes Inclusivity, Hints at Future Retail Plans

Posted On: Apr 25, 2018   |   Posted By: WWD

Slides, swings, seesaws, a ring toss, and selfie booth after selfie booth filled with everything from fake money to bubbles, balloons and cascading confetti. Beautycon was one big playground for the 20,000 attendees who streamed to New York's Jacob K. Javits Convention Center this past weekend - a crowd that ran the gamut from Paris Hilton to Hillary Clinton.
That range is indicative of the ethos that Beautycon founder Moj Mahdara is trying to promulgate with her rapidly growing brand, which encompasses everything from festivals to a trend forecasting service called FOMO.
“We're focused on making this the best pop-up retail experience out there,” Mahdara said. “Everyone in retail needs to think about themselves as a community hub and cultural center - it's not just a transaction, like, ‘I'm going to buy a piece of lipstick or shadow or skin care.'”
Mahdara has plans to take the Beautycon festival experience beyond annual events. “You're going to see pop-up retail in different markets on a regular basis, and...

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