Pasadena, CA ~ June 10th and 11th, 2017 marked the 4th annual Professional Hair and Makeup Expo, also known as PHAME. It is the self-proclaimed “. . . ultimate event for those that want to connect with the world’s most innovative brands and influencers in the beauty industry today.” It took place in the Pasadena Convention Center (a BIG venue) and was filled with booths by LOTS of exhibitors including NYX, Morphe Brushes, MakeupGeek, and DOSE of Colors to name a few. If you wanted the opportunity to meet some of beauty’s top influencers like Kandee Johnson, Angel Merino and Ourfa Zinali, this was the place to do it.
Celebrity makeup artists Patrick Ta and Rob Scheppy were also there, giving live glam demonstrations in the main ballroom. Makeup mogul and CEO of MakeupGeek Marlena Stell was there sharing tips on how to build your personal brand into an empire. If you know me, you know I’m a beauty junkie who love love loves these kind of events. I’m all about anything beauty, influencers and the occasional selfie. (#guilty) However, the one thing that struck me about PHAME this year, was how much the event was geared toward influencers and not professional makeup artists. That’s not a bad thing at ALL, it just has the word “Professional” in the title, so don’t let that confuse you. If you’re a professional makeup artist looking to stock up on supplies for your kit (brushes, etc.) you’re much better off heading to your local store and using your PRO discount (i.e., Naimie’s or MAC Pro) or just shopping online. It just seems silly to spend $50 for a ticket ($70 at the door!) stand in line, and fight the crowds to buy stuff that you probably would get a discount on anyway. Also, that $50 is only an entrance fee. No gift bag. NADA. However, if you’re just an average everyday makeup obsessed influencer lover (is that a thing?!), who isn’t normally able to get products at a discounted price, and REALLY wanted to meet their fave Instagram star, the entrance fee just might be worth it to you.
Overall, I had a great time at PHAME. I spent a good part of the day walking around, visiting booths and buying some MORE makeup that I definitely didn’t need (sshh!) I will say, it is really fun and helpful to swatch and play with products that are normally only available online. All the makeup quickly made me forget about my initial irritation of not being able to get into the building: “Ma’am you can’t come in the building without a badge.” Me: “How am I supposed to get a badge if you don’t let me in the building?” I. Could. Not. Deal. But I digress. I made it into the event, bought my makeup, met some fellow makeup junkies, and all was well. Not a bad way to spend a Saturday. 🙂
**I know, I know, this is old news. I wrote this and it never got posted anywhere, so here it is. Better late than never.** 😉