MakeUp in World

2025 February, 12 & 13

LA Convention Center

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MakeUp in LosAngeles 2024 Ambassador Announcement : Ana Allen

Ana Allen Banner

MakeUp in LosAngeles is proud to present its’ 2024 Ambassador: Ana Allen, renowned beauty guru and product developer, for the second year in a row!

MakeUp in were the shows where she found many of the vendors that would help develop her ultimate brand. Through our inspiring event bringing together suppliers, brands and trendsetters to share new ideas, we strive to create a place where beauty professionals can learn from each other and gain inspiration for their work as Ana Allen experienced it.

Ana embarked on her extraordinary journey in the film and television industry before transitioning into the realm of cosmetics. Throughout her career, she has established stints with well-known brands such as Chanel and the LVMH Group. Armed with a wealth of experience, Ana delved into entrepreneurship, founding a successful beauty school, which would lead to her scaling her initial cosmetic brand. Based on the demands of her students, she realized the need to create her own makeup and skincare line. With her vision in mind, Allen guided the planning and development of her products from formula, to packaging, organizing consumer trials, and creating a market-ready brand. 

Allen experienced the challenges of an Indie brand getting started with product manufacturing. There was great difficulty in finding a good vendor that would support her growth says, Allen. Through trial and error, sampling and researching, her learning process took seven years until she discovered MakeUp in, featuring international suppliers.

MakeUp in™ is the makeup and skincare show where industry experts come together to discover new products from around the world. The show is a place of discovery, innovation, and education where the community meets. This inspiring event, brings together suppliers, brands, and trendsetters to share new ideas and innovations, creating a place where beauty professionals can learn from each other and gain inspiration for their work. The show was where she found many of the vendors that would help develop her ultimate brand.

She always looks forward to the IT Awards which is a competition that recognizes and promotes the best innovations from our exhibitors. The winners are determined by an international jury composed of professionals from each category, based on several criteria including innovation and new technologies. This year, Ana Allen will be an honorary jury member.

After launching three brands Ana V Beauty, Evalina, and Ambari Beauty, Ana Allen is an expert Indie beauty liaison working with several third-party brands at various stages of development. Her many invaluable experiences with proven strategies to market, scale development methods, operation and knowledge to grow a beauty brand is a fast track to success. With over 13 years of experience in the beauty industry, Ana has seen many of brands come and go. This gives her an unparalleled insight into what works, what doesn’t and how to avoid the common mistakes that so many other brands make. She can help you identify your target market, develop a product or service that fills an unmet need and utilize digital media to reach your audience as effectively as possible. With her significant social media presence, where she passionately shares her knowledge and expertise, Ana educates and empowers entrepreneurs on the art of brand building which further solidifies her role as an industry influencer and mentor.

As ambassador of this edition, she will chair The Beauty Tank, where candidates will have the opportunity to present their skincare and makeup projects in front of jury members, host the IT Awards, and have a spot within our conference program. Attendees will also have the opportunity to connect and discuss their projects with Ana Allen at her booth throughout both days of the show (booth location and conference title to be announced soon)!

Find out more about Ana here!