Mahal Style's director of photography and resident cosmetologist were fortunate enough to make a visit to the IMATS (International Makeup Artist Trade Show) event at the Pasadena Convention Center in Pasadena, CA. The two-day event, which took place June 25 and 26, gave event goers an opportunity to score makeup, tools and skin care items, with great deals for comparison shopping. Whether you are an industry professional or an amateur beauty enthusiast, IMATS has something for every skill level, price point and genre of makeup out there. Not only could one get their fair share of retail therapy or stock-up on kit supplies; there were also classes that helped expand the way in which we think about makeup application and building a beauty business.
IMATS takes place six times a year in four different countries - a truly international affair. Brands like Napoleon Perdis, who has a large following in Australia, had an amazing booth in an effort to build a larger name in the US. Students from several national and international makeup schools had the opportunity to compete in contests that covered several makeup skills, including the application of prostheses and airbrushing. Most notable, was the excitement generated by the classes. Dany Sanz from Make Up For Ever and youtube.com beauty guru, Kandee Johnson were in attendance among several other top industry pros, sharing their knowledge. Let’s not bore you with trying to articulate what’s better put in visual aids. Please enjoy our gallery and video coverage. Here’s to loving your own makeup style!
Rochelle Huynh - Mahal Style Creative Director
Production notes: Shot hand held with Nikon D7000 and 50mm 1.2 Nikkor.