People often think of makeup as something only girly-girls wear. They think "makeup" and beauty promotional items like fake eyelashes, mascaras, and compact mirrors come to mind. But makeup can be used for so much more like creating wonderful creatures and stunning effects.
That's why the International Makeup Trade Show (IMATS) brings in so many makeup enthusiasts each year. And this year's Los Angeles event was a "sold-out success."
Exhibitors included big names like Urban Decay and MAC, which certainly helped to draw in the crowds. Obsessive Compulsive Cosmetics won makeup lovers over with its line of vegan products.
But an awards show for YouTube's Beauty Vlogger of the Year, hosted by the infamous Perez Hilton, may have been the biggest crowd-pleaser. "It was a really positive event. Competition is healthy—it keeps you striving, learning and trying to improve," Director of Education for Macadamia Natural Oil Michael Cain told Salon Today.
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