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Indie brands take centre stage at MakeUp in Los Angeles

Considering California as being one of the most exciting beauty hubs in the world, one of the place where global trends are emerging, the organisers of the MakeUp in Los Angeles trade show have dedicated a conference session on indie and entrepreneurial brands since the very creation of event in 2016.

Beauty activity has never been so intense and new pioneers have been entering the market and disrupting the paths used by traditional brands. The rules are being reinvented while consumers are increasingly looking for exciting and fun brands that are close to their values,” explains Leila Rochet-Podvin, founder of Cosmetics Inspiration& Creation.

This year again, the show will dedicate a session on this issue with three success stories from LA:

MakeUp Geek

Marlena Stell, founder of MakeUp Geek will be the first speaker of the panel. Marlena Stell is the quintessential Makeup Geek. While she made her name as an early Youtube enthusiast, her passion can be traced back to age 5, where she honed her blending skills on a Barbie head doll. After three years of building a strong Youtube following with Marlena’s educational content, Makeup Geek released their own line of highly-pigmented Eyeshadows in 2011 available online through their own e-store. The company soon became one of Inc Magazine’s 500 Fastest Growing Private Companies without ever taking any outside investments.


Christy Coleman, Chief Artistic Officer at Beautycounter will tell the story of this successful brand born in 2013 in Santa Monica. The brand claims to offer safe skincare and cosmetic products that don’t skimp on luxury or sophistication. The products are sold online and through 25,000+ consultants across North America, as well as through strategic partnerships.

Christy Coleman has worked with Gregg in this extraordinary journey that led to the success of one of the leading clean beauty brand in the USA. Christy came up in the fashion world, roughing up the most famous faces of the 90’s as they sat for Vogue covers and walked in Marc Jacobs’ first runway shows. As Makeup Artist and Chief Artistic Officer, she is in charge of product development for the company.


Founded in 2010 by Co-CEOs Daniel and Michael Broukhim and Editor-in-Chief Katie Rosen Kitchens, FabFitFun is a lifestyle membership that inspires women to lead happier, healthier lives through product and brand discovery. Its flagship service, the FabFitFun Box, delivers a curated collection of full-size products across beauty, fashion, wellness, fitness, home, technology and beyond – each season. The box always carries at least 3 or 4 beauty items, in regular size, and since the launch in 2010, FabFitFun has also expanded into a makeup brand called ISH.

Gina Kohler, Head of Product Development at FabFitFun will tell the story of this this fast-growing, seasonal subscription company.

This session will include presentation of each participants followed by a round table dedicated on the key success factors behind the success of these three extraordinary beauty businesses.

MakeUp in LosAngeles
7 & 8 February 2018
Barker Hangar

© 2018 - Premium Beauty News -
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