Our IMATS recap, aka the best weekend EVER!

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IMATS posterphotos: we heart this

Oh, what a magical weekend! Why? Because it was IMATS and we heart this was there! The International Makeup Artist Trade Show rolled into the Pasadena Convention Center (one of it’s six locations) and we got the chance to attend for the first time.

100 vendors + 2 days of classes and presentations by the best in the biz + 2 very excited wht owners = a makeup frenzy of astronomical proportions. Join us on a image recap, won’t you?

A model at the Royal and Langnickel partyWell hello sailor! A model at the Royal and Langnickel party.

The weekend kicked off for us with a party hosted by Royal and Langnickel. This brush company was new to both Tyna and I, and we were super impressed. A family owned business that’s been around since 1964, their brushes are ah-mazing; reasonably priced and really high quality. So much so that when we looked at an eight piece set that was marked $25 we were convinced it was a typo! You’ll be hearing more about them from us, they are very heart worthy. The cherry on top? They know how to throw a party! Body painting on cute boy models, nibbles and drinks, manicures, makeup touch ups and a killer gift bag – we were oh-so glad we attended.

Makeup artist Vargas works his magicMakeup artist Vargas works his magic.

Three women smiling while having a pictureWe ran into Diane of Orange to LA at the party, a total doll and a makeup junkie with a major brush addiction. We ended up hanging out with her all weekend and had a blast!

A woman having her makeup done by celebrity makeup artist Rachel Rose DesimoneOne of the highlights of the party was having our makeup done by celebrity makeup artist Rachel Rose Desimone, an absolute genius!

As press, we were extremely lucky to be able to attend a pro-only sneak preview on Friday night. If you are an artist – make sure you make it to this next year (all you need is to sign up for a pro card). It was the difference between being at a booth with five other shoppers vs. being at a booth with 50 other shoppers.

Make Up For Ever for 40% off First stop on Friday, Make Up For Ever for 40% off and no line wrapping around the booth!

I had to stop myself from jumping up and down as we approached the Obsessive Compulsive Cosmetics Booth. Ok, I think I did actually squeal. I couldn’t help it. Seeing the whole line, every gorgeous product lined up in front of us was one of those moments that made this weekend so much damn fun.

Glitterrama at OCCGlitterrama at OCC

Collection of Nail lacquersTheir nail lacquers are as fab as they are pretty.

OCC founder David Klasfeld

But perhaps the most magical moment of all? When OCC founder David Klasfeld introduced himself to me. He thanked us for all of our coverage and couldn’t have been more of a sweetheart. I don’t think it’s even possible for me to love this line any more.

Inglot palettes

A big highlight of Friday was Inglot. Oh, am I a fan! It was my first look at the line and I think I feel a habit forming. Just look at that sea of perfect neutrals above. You choose the palette, anything from two to twenty slots, which you fill with the pans of your choice. It’s called the Freedom System and it’s utterly brilliant, as are the products themselves. The best part is the magnetic boards that you use to shop, attaching products and mixing and matching until you get your dream combo.

Inglot counter with a crowd of peopleThe Inglot counter on Saturday. Seems I’m not the only one who was impressed!

A flower by one of Mehron's artists.A flower by one of Mehron’s artists.

Another line we spent some time with on Friday was Mehron, a theater makeup line. Rachel used the Celebré Pro HD Make-Up on us during our touch ups, and we were floored at the quality. It’s only 10 bucks!

There was a bit more crowd free shopping, and then we headed home to get a good night’s sleep to prepare for the big event on Saturday…

A man wearing scary makeup

The first thing we were met with were ghouls, lots and lots of ghouls! There are student competitions and demos throughout the event. Almost as much fun as the shopping was watching people transform before our eyes.

Famous make up artists applying scary makeup

Famous make up artists applying zombie makeupZombies need touch ups too!

A woman wearing a maskI wish I could have seen the final of this Day of the Dead-esque look.

A woman wearing makeup

The Napoleon Perdis booth was a definite highlight. Beside being the prettiest booth at IMATS, the staff could not have been sweeter or the makeup more glamorous! Oh, wait till you see Rock on Mineral Makeup foundation…

Napoleon Perdis boothOh la la!

The Napoleon Perdis floating chandelierThe Napoleon Perdis floating chandelier was the classiest touch in the whole convention center.

Koh Gen Do, a Japanese line

Just as much fun as going nuts at lines you love, is discover new ones. One of them that we were most impressed with was Koh Gen Do, a Japanese line with gorgeous packaging and equally impressive products. Tyna and I oohed and ahhed over every single item, but couldn’t whip out our wallets fast enough when the rep demoed one of their whipping nets (apparently a staple in all Japanese households! And now two California girl’s as well.)

Another fun aspect of IMATS is running into makeup celebs…

YouTube Guru Tiffany DYouTube Guru Tiffany D couldn’t have been nicer or more friendly.

Amy, founder of SugarpillAnd Amy, founder of Sugarpill was as technicolored as we hoped for.

Tune in tomorrow where I’ll share my IMATS haul with you. It’s a WHOLE lot of pretty….

we heartsters, did you go to IMATS? Share your favorite moments with us!


  • Stef Andrews

    Stef is a plethora of things. Amongst them: co-founder of we heart this, photographer, condiment connoisseur, Philly girl in the California desert, borderline hoarder and a hardcore beauty junkie. She also has a touch of wanderlust and, arguably, the cutest dog in the whole world... skin tone: NC 25/30 skin type: oily with a fear of rosacea favorite beauty product: high end skincare and lip products

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  1. I’m slightly in awe. Luckily I live in New York and when you mentioned that there are 6 locations, I KNEW there had to be a New York stop. I’m thinking this is going on my to do list for 2012….but anyway. This looked like an AMAZING time! Cannot wait to see your haul, @Stef.

  2. I would go nuts in that trade show!!! Is it wierd to say that I want my ashes scattered over this place when I die….he he he- Makeup heaven!

  3. I second @glamazon56 ‘s breathless enthusiasm! I can’t imagine a more fun trade show. Thanks for letting us live vicariously, girls!

  4. Wow!!! I’ll bet it felt like being in Willy Wonka’s Chocolate Factory! What wonderful madness! I would love to have attended. Maybe one day. But until then you two dolls can let the rest of us live vicariously though you. Thanks!!

  5. Yeah, Willy Wonka’s Chocolate Factory on steroids! I would love to be a fly on the wall at that gathtering! What a great oportunity to go there and see everything the rest of the world is waiting to behold! Aweome!!

  6. The flower arm painting is beautiful! I’m artistic, but I definitely CANNOT paint.

    Too bad there isn’t an IMATS Chicago! I can’t afford plane tickets!

  7. … Is a model included in the giftbag? ‘Cause I want one!! Hehehe.

  8. OMG, what a fabulous event! I think that’s what heaven looks like… :) Thanks for sharing your pictures with us–it looks like it was tons of fun.

  9. I loved this post. I was looking forward to it but now what I’m looking forward to is your haul :)

  10. I think this is my favorite post of the year! What fun!! Can’t wait to see your haul!

  11. Omg, it looks like you girls had an absolute blast! The pics are great…and it’s always nice to see some eye candy strutting around in full body paint! Can’t wait to see the fun goodies you brought home! How cool!

  12. It looks like it was amazing, but the blue guys and ghouls are creeping me out *runs and hides* I frighten easily. :P

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