When I first heard about the PHAMExpo I was a little skeptical as Los Angeles already has two major makeup trade shows that occur annually. However, after looking into it a little more, I was impressed by their keynote speakers, Scott Barnes and Troy Jensen, and decided to check out the expo and see what it was about.
Since the show is open to the public (opposed to pro only) I decided to take advantage of the special pro hours, as there’s nothing I loathe more than competing with twelve year olds wearing eight pounds of makeup in order to see who can grab the lip tars faster. The floor was pretty quiet in the morning which I loved. I was able to purchase everything I needed and even check out some new brands without the hassle of a ton of people pushing and shoving. As the day went on, the convention filled up but it never got too crowded. It made for a great environment to actually talk to brands as well as fellow makeup artists.
Having been to many makeup trade shows in the past, I decided to pass on the majority of the education at the PHAMExpo, as I’d seen most of the speakers several times before. I did however make sure to catch Scott Barnes and Frank Glasso’s keynote, and I’m so glad I did! Scott was super charismatic and had no problem sharing his makeup tips and taught us exactly how to create his infamous “glow.” He made it look so easy! I loved that he used actual products from his kit, and not stuff from the exhibitors booths because he had to. It did make me wish that Dior was an exhibitor though because I’m now dying to get my hands on the airflash foundation.
Overall I had a great time at the PHAMExpo! The smaller crowd made for much more enjoyable shopping and the pro hours were a dream come true. While it’s very similar, the PHAMExpo makes for a solid addition to the LA Makeup Trade Shows.
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