MakeUp in LosAngeles is preparing for its third edition on February 7th and 8th at the Barker Hangar at the Santa Monica airport, conveniently located near Los Angeles International Airport as well—and interest in the show is growing. Visitors can expect to meet 74 exhibitors, 33 of which have recently signed on as new participants.

By nearly doubling the number of exhibitors in one year, the upcoming edition of MakeUp in LosAngeles “is positioning itself as the prime U.S. West Coast event dedicated to the makeup sector,” the show’s organizers at Beauteam state. The first-time exhibitors include Anomatic, Compax Packaging, Livcer, Cosmogen, Gotha Cosmetics, PT Kemas, and Toly. Returning exhibitors include Geka, Seacliff Beauty, Strand Cosmetics Europe, Schwan Cosmetics and Taiki USA.

The show will also include 30 speakers and 15 conferences. The opening on Wednesday, February 7th will feature a keynote at 9:15am by Sarah Jindal, senior innovation and insight analyst for beauty and personal care at Mintel, who will present, “The State of the U.S. Beauty Industry and Key Trends in 2018.”

Jill Scalamandre, president of the global makeup center of excellence at Shiseido Americas, will deliver the keynote on the second day of the show, Thursday, February 8th, at 9:15am. She will discuss the key challenges the beauty industry faces, plus the Shiseido Group’s vision for beauty’s future.

A Focus on Indies and on Digital

The West Coast is where many successful indie beauty brands are based, many of which are superstars on social media. It is also home to the booming tech industry, which is influencing beauty in a big way in the digital age. The conference and roundtable discussion topics were chosen to reflect these trends—and to highlight the effect they are having on the entire beauty industry.

It’s no surprise that MakeUp in LosAngeles has found a following.

The Smashbox Cosmetics team tells organizers, “All the top suppliers were at the show and it was so convenient for the West Coast brands to bring their entire team…it is such a great event.”

The show seems to be on track to continue, for years to come—and now, it will be co-located with Luxe Pack Los Angeles.