MakeUp in World

2023 February, 16 & 17

From 9am to 5pm - LA Convention Center

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MakeUp in LosAngeles Ambassador Announcement : Ana Allen

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MakeUp in LosAngeles is proud to present its 2023 ambassador: Ana Allen – Indie Brand Product Developer

MakeUp in were the shows where she found many of the vendors that would help develop her ultimate brand. Through trial and error, sampling and researching, Allen’s learning process took seven years until she discovered MakeUp in.

Through our inspiring event bringing together suppliers, brands and trendsetters to share new ideas, creating a place where beauty professionals can learn from each other and gain inspiration for their work as Ana Allen experienced it 

The Ana V Beauty Institute was created by Ana Allen after working for many years in the beauty retail environment.  “My mission was to empower women with a simplified beauty routine,” says Allen. Her customer feedback inspired her to open her own institute that would offer an individualized education system that taught everyday women what products to use and how to apply them. In class, Allen mixed and matched colours specifically for her students that they would want to purchase. 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 the growth of her brand 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 of 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. Being held annually in the world’s most prominent cities: Paris, New York, Shanghai and LA; Allen is so thrilled to have the opportunity to be the 2023 Makeup and Skin Care  AMBASSADOR this February in LA.

After launching three brands Ana V Beauty, Evalina, and Ambari Beauty, Allen is an expert Indie beauty liaison working with several third-party brands at various stages of development with ID BRAND lab in helping small brand scale up to grow their business and scale up. 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 12 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.

As ambassador of this edition, Ana Allen will host the conference “How to become a million $ brand” on Thursday, February 16 at 4:00 pm and will chair the beauty entrepreneurship competition, where candidates will have the opportunity to present their skincare and makeup projects in front of 3 jury members. These projects will be chosen by the founders and presidents of the brands who will judge based on their knowledge of cosmetics and innovation.

Attendees will also have the opportunity to connect and discuss their projects with Ana Allen on her booth during both days ID BRAND ARCHITECT LAB (Booth F01)