Beauty Industry Trends at PHAMExpo


Stay cool, very cool. That was the idea to beat the three-digit temps on a pre-holiday weekend.

Makeup artist Davi Mak and Mehron model with the latest in body art at PHAMExpo.

Makeup artist Davi Mak and Mehron model with the latest in body art at PHAMExpo.

We found the definition of cool on many levels at PHAMExpo at the Pasadena Convention Center where 5,000 beauty aficionados got the 411 on hair, makeup, and nails trends.

Professional makeup secrets were revealed for the genres of print, television, films, theater, and even the catwalk. We learned that even Brad and Angelina have purchased several “at-home” makeup stations. And now you and I can wear 3D nails!

May Cruz of Temptu said, “You can use our airpods for at-home use and travel. It’s about one-and-a-half pounds and you plug it in.”

Temptu’s tattoos are featured on Broadway in Kinky Boots, the body art for X Men, American Idol, and Burn Notice, as well as Tony Soprano’s infamous tattoos.

“I actually met James Gandolfini recently in our office. It’s so sad that he passed away; he was part of the family.”

Gandolfini purchased some tattoos for an upcoming movie. Talk about a hands-on guy for not sending a makeup artist or assistant for the buy!

Carrie Underwood is a fan of the makeup line. “She loves our pods and wears our highlighters all over her body.”

Stilla Cosmetics makeup rep, Tara Potter says contouring is the rage. “The hombre lip is also the way to go. It’s not for every day, but it’s a big trend.”

If you asked Laurie Douglas, an artist at the Mac LA boutique Robertson, she would say that everything waterproof is au current.

Entrepreneurial Jessica Highland decided she wanted to design her own makeup display case, which she calls The Original Beauty Box. “I realized that there is a void in the makeup industry and came up with this. This is my first trade show.” (We can see this going to Shark Tank!)

Smashbox Cosmetics’s National Artistry Trainer, Laura Jane Schierhorn says, “With technology pairing with photography, skin needs to look like skin in 3D. We try to enhance, not mask. Our five-in-one product even improves your face over time. We have the BB creams, but our CC cream was launched in April.” Smashbox Studios is getting its own facelift and is in renovation. The former professional dancer works with Emily Deschanel, Jane Lynch, Ben Stiller, and Rainn Wilson, a lot of male grooming!

Jennifer Revis of LA Splash raved about nail art glitter. “You can actually use it on your body, eyes, and nails. Neon colors are big in nail polish for the summer.”

Bon Bliss bath and body treats owner Elissa Choi says, “Some look like individual candies and are intended for on-the-go use for exfoliating and moisturizing, so you don’t have to bring lotion.” (They look like wrapped chocolates.)

Lots of the younger kids had fun at the City Color booth where more affordable cosmetics were on sale.

A former broadcast sales exec, Oregon City based Cheryl Morrill created this beauty Expo. “It’s a major undertaking and I am tickled with the response and support.”

Sue Facter owns a news agency specializing in the luxury brand. Her works appears in USA Today, Los Angeles Times, and Woman’s Day Australia, as well as on broadcasts and on the web.

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Sue Facter writes about all things A-list for publications world-wide. Follow her on Twitter @TheFacter.

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