Over the weekend, Harleen and I visited GenBeauty 2016 in San Francisco. GenBeauty is a makeup convention hosted by Ipsy. This was our second time attending, but the first time in San Francisco. Last year, we went to GenBeauty in Los Angeles. We wanted to see what was in store this year, so that we can compare it to our previous experience. After visiting two events, I thought I should share my experience. This may be a lengthy post, so please brace yourself!
The following brands were at the event:
Benefit, GHD, NYX, Absolute New York, Crown Brush, DHC, Laneige, Luxie, Milani, OGX, PUR, Rock Your Hair, Royal and Langnickel, SheaMoisture, Tarte, TheBalm, BlendSmart, Bonvivant, Derma|e, Jouer, Nudestix, PhysiciansFormula, PixibyPetra, PopBeauty, Purlisse, Skinfix, slmissglam, HSI, Vital Proteins.
The list seems lengthy, but when you have hundreds, if not thousands of people attending, the lines can get dreadfully long. The event was spread out over two days: Saturday 11-5 and Sunday 11-3. Harleen and I arrived at the event on Saturday by 10 AM since we had previously registered. Once we arrived, there were already hundreds of people ahead of us. We waited in a line for 1 hour until we finally entered to stand in more lines. The process: you have a coupon for each brand. Then, you stand in line for each brand and in exchange for the coupon you get to redeem a product (may be full-sized, but most are samples). Some brands were also offering services such as filling in your eyebrows, applying a lip color, and etc. The quick recap is that it’s a process of standing in lines for 6 hours (or 7-8 depending what time you arrive) in exchange for receiving makeup products. Did I forget to mention that the lines can also be closed? The lines were tightly packed together and if they were full and reached the end of the masking tape, they would be closed. Due to this, lines for lines were starting to be created. The most frustrating part of the event was that we never got to visit the NYX booth. The line was continuously closed each time that we walked over, which must have been about 10 times. My only question, “who is the manager?” The efficiency was below standard and in order to accommodate as many people as there were at the event, the number of brands should have been increased in order to reduce the lines.
The most frustrating part of the event was that we never got to visit the NYX booth. The line was continuously closed each time that we walked over, which must have been about 10 times. My only question, “who is the manager?” The efficiency was below standard and in order to accommodate as many people as there were at the event, the number of brands should have been increased in order to reduce the lines.
Some brands were also selling their products at a discounted rate. I purchased a few things from TheBalm cosmetics and a liquid lipstick from Jouer, which I loved! My most memorable experience was meeting Christina Zilber, who is the founder of Jouer Cosmetics. The Jouer line was beyond long and wrapped outside of the building. While we were standing, Christina came out with Jouer bags and thanked everyone for waiting patiently and handed everyone a bag to store their belongings. The bag design was stunning. Once I realized it was Christina, I was stunned to see her there—mingling with the crowd! I asked her for a photo and we quickly exchanged a few thoughts. Later, I learned that she is also a Pepperdine Alum! More reason to be obsessed with her!
When comparing the San Francisco event to the Los Angeles event, I would recommend Los Angeles. There were more brands in Los Angeles and we also received water and an Ipsy bag, which were not provided in San Francisco. Overall, it’s an experience to see at least once if you haven’t already. The amount of products we received and the experience versus the stress and time, was not worth it for me. I wish there were more individuals like Christina who appreciated the attendees rather than making an appearance and leaving after some time. I was shocked to see that Michelle stayed for a very short time and eventually left, even though it was her event. I hope in the future GenBeauty becomes a fun and exciting experience, where people are able to network and interact!
Have you ever visited GenBeauty? I would love to hear your experiences!