Here are our takeaways from this year’s must-attend beauty festival.


Last weekend, Team AG went to Beautycon LA to explore and hang out at the convention to see the newest and latest in the beauty industry. From some of the biggest and most successful brands in the game to indie up-and-comers, here’s the low-down on trends, tips and inspiration. 

Neon, neon and more neon 💚💛💖 

While scouting the main hall for the next big color trend, we couldn’t help but be bombarded by a rainbow of eye-popping hues. From fluorescent pinks, eye-catching yellows and glow-in-the-dark greens, Beautycon showed the industry’s true colors-- neon ones! 

The Lime Crime activation featured neon pink and green visuals inspired by Botticelli’s Birth of Venus to mirror the brand’s new Venus Vivid eyeshadow palette--a new feature amongst the vast collection of Venus palettes. With a giant mural of the goddess herself, Lime Crime’s space definitely stood out! 

Brand activations aside, the neon moment was reflected in Beautycon attendees as well. Neon wigs, matching sets, dresses and makeup were a big feature this year. 


Light It Up💡                                

An event innovation we’ve noticed is light technology incorporated into booth designs. A stand-out use of this was seen in Ulta’s large pop-up featuring independent beauty brands. The space featured multiple photo walls with light-up color rods in fun designs, offering bright and fun Insta-moments.                                                                             

Diversity Matters

Beautycon’s mission statement includes diversity within the beauty industry-- something we also care a lot about-- and this was showcased through programming, attendees and represented brands. 

The main floor featured beautiful booths and activations from an array of diverse brands, such as natural-curl hair care brands CurlyChic, The Mane Choice and Curls Unleashed, to Latina-owned beauty brands Reina Rebelde, Yilena Luxury Lashes and Rizos Curls to popular brands from Asia like Tony Moly and Oh-K. 👏🏻👏🏼👏🏽👏🏾👏🏿

Beautycon is a space for invention, celebration and inclusion, and what makes it so popular is its ability to uphold current trends and movements in our culture today. At this year’s event in Los Angeles, we had fun and were definitely inspired! 🌟

Did you attend this year’s Beautycon in Los Angeles? Let us know your fave brand moment or trend in the comments below! 😄