This past Saturday Beauty Con took brought top-tier brands to the forefront and took over The Reef in Downtown Los Angeles with over 10,000 beauty and fashion bloggers, media, and celebrities under one roof!

This year Beauty Con partnered with Cosmopolitan, Cosmopolitan for Latina, as well as Seventeen in order to create a multi-faceted successful event. “BeautyCon is a multi-platform and engaging live experience that creates an organic conversation between brands and a key demographic of young women,” said David Carey, president of Hearst Magazines. “The event reaches the core audience of Cosmopolitan and Seventeen readers and it is a great way for us to enhance our connection with them.”

Cosmopolitan.com Editor and Author, Amy Odell, hosted the official keynote with Bethany Mota, social media entrepreneur and a fashion/beauty expert and designer with more than 8.7 million subscribers to her channel. Mota shared her excitement about being at Beauty Con LA and also gushed about her favorite beauty product being a brow pencil. "I'm happy to be here at [Beauty Con], it's such a positive environment," exclaimed Mota. "I am [also] excited to meet with my viewers! Any time I get to meet them face to face and help them is always cool!"

Celebrities also walked the pink carpet and shared what they were most excited about this year with Beauty Con! Celebrities attended included: Zendaya, Becky G, Alli Simpson, Bethany Mota and many more. 

"We created BeautyCon as a new platform for content creators and the fans that love them. We give a voice to an underserved generation of 84 million kids that live in an entirely digital world. So many companies focus on marketing to this generation – we're focused on creating a community for them where they feel comfortable to embrace their eccentricities and be true to who they are,” says Moj Mahdara, CEO of BeautyCon.

Attendees were able to take part in interactive presentations, attend panels on topics like “Unleashing Your Inner Creativity,” and “The Evolution of Fashion and Beauty” presented by Barbie, see performances by Becky G and Sabrina Carpenter.

Brands that took part in BeautyCon LA were: Birchbox, NYX Cosmetics, Nasty Gal, Sprinkles Cupcakes, QVC, Maybelline, Proactiv and Tarte, Nike, among the other 80+ brands onsite for guests to enjoy. Perfect 365 and Nudestix were also on site to introduce their  new makeup buying experience for the digital generation. Nudestix President and Founder Jenny Frankel was on site to demonstrate the app.to interested attendees. Using ArcSoft’s industry-leading face detection technology, Perfect365 users, 36 million of whom are under age 25, will now be able to try on the one-of-a-kind #GONUDE makeover featuring digitized Nudestix products, then buy the featured eye, lip and cheek colors – all from their smartphones. The purpose of the GoNude filter is to give users an idea of what specific shades will look like when the make up is applied.

If guests wanted to take a break from inside guests could venture outside where there were carnival rides or check out the MUDD music stage where performances were held throughout the day with Jack & Jack, Sabrina Carpenter, Cody Simpson, and Becky G to name a few.

It was another successful event for Beauty Con LA, and will continue to get bigger and bigger  each and every year! Stay connected for updates for the next Beauty Con event!

A dollar of each BeautyCon LA ticket will go to the “I Am That Girl” charity, a global movement inspiring girls to “BE, LOVE, and EXPRESS” who they are through education, content, and community.