[dropcap]T[/dropcap]he first word that immediately comes to mind when I look back at my experience at PHAMExpo this year is amazing. But what is PHAMExpo? This two-day event is the ultimate beauty experience where beauty professionals, students, and any makeup and hair enthusiasts can come and experience a range of brands, new products, and treatments. Like any self-proclaimed beauty lover, I had my suitcase packed and ready to attend. Come along, as I share my full experience as a VIP at PHAMExpo this year.
All this excitement was happening in the lovely city of Pasadena, a city known for shopping and dining. And of course the world famous Rose Parade. If that’s not the most perfect back drop for this exciting event I don’t know what is! As a VIP, I received a complimentary pass for this two day event so gaining early entry on Saturday was a dream. In fact, although there were many attendees waiting in line, the lines seem to flow smoothly.
Now the moment I stepped foot into the exhibition floor, I quickly made my way to the Naimie’s Beauty Center booth to grab the Terra Collection from Dose of Colors! And while I may have broke out a little sweat getting there, it was more than worth it.
My next stop was Melt. Can I just say how wowed I was about founders Lora and Dana. They were so gracious as they chatted and took photos with everyone. Before leaving their booth, I couldn’t resist grabbing the newly minted NoOd Collection and the stunning Love Sick stack of eyeshadows.
Afterwards, I made a third pit stop to Anastasia of Beverly Hills. I lingered and gawked at all their scrumptious treats because how could you not? I confess, I was genuinely overwhelmed by their fabulous products on display. Some other brands I shopped at included Frends Beaury, Bdellium Tools, Eye Kandy, Cinema Secrets, Vera Mona, ZPalette and several more.
One of things I love most about events like PHAMExpo is the lectures, demonstrations and panels given by some of the best professionals in the beauty and hair industry. So I knew I wanted to check out a few of the lectures on the schedule. The first on my agenda was the Business of Beauty panel taking place at the Main Stage. I was fortunate to hear one of my personal favorites, Lori Taylor, the Director of Global Pro Lead Artistry at Smashbox, share savvy tips and sound wisdom to those seeking to get into industry.
Another splendid presentation was the Summer Tips where Lora Arellano gave a fabulous demo. Definitely happy I didn’t miss the presentation. After all, she is Viola Davis and Rhianna’s makeup artist. At the end of her presentation I was gifted a treat from Melt, her booming company.
With a successful shopping day one now at a close, I returned to my hotel room to prep for BoxyCharm’s Red Carpet After Party at Club 54. This hip bar and lounge was the perfect backdrop to a sensational evening making new friends, taking selfies, getting our groove on at the dance floor.
To end the evening on a high note, we all got to take home a fabulous gift bag from BoxyCharm. Oh and did I forget to mention one of the best parts of the after party… the rather large delicious cupcake plate.
On my final day at PHAMExpo, I made my way back to the Pasadena Convention center and once again granted early entry. Once inside, I spent some time visiting Sedona Lace where I chatted up a storm with a dear friend. Before leaving I couldn’t resist picked up the scrumptious Prettylilmzgrace palette and a generous amount of samples too. Thank you Sedona Lace!
Taking the opportunity to pick up a few more beauty must haves, I made my way around the exhibition floor visiting Makeup Geek, Violet Voss, Lady Moss, Crimes of Beauty, Paw Palette, Royal Langnickel, Nigel Beauty Emporium.
While I could easily browse through the various new beauty products, listen to the informative demonstrations and lectures, and chat up with other beauty minded attendees for a full month, it was time to say goodbye to this spectacular beauty event.
For those who have thought of going to PHAMExpo, I highly encourage you to go next year. It’s a unique beauty experience that gives a taste of what the beauty and hair industry has to offer, whether you’re a professional or simply a beauty lover at heart. Definitely not an event you’ll want to miss. In fact, I’ve already penciled in my trip to Pasadena to attend this fabulous event next year. Hopefully I’ll see you there!
