The IMATS (International Make Up Artists Tradeshow) came to Vancouver on May 30 & 31 2015, at the Vancouver Convention Center. How did I, an innocent male bystander, end up at a makeup tradeshow, you ask? A little backstory......
My wife Mandy loves makeup. LOVES it. And pretty much anything to do with it. I remember she started watching all these YouTube tutorials, that honestly, I would largely ignore. She started off watching Jaclyn Hill, which.... ok, I partially paid attention because Jaclyn is gorgeous, but that is beside the point. I still had no idea what was going on. Blush? Mascara? Liquid Eyeliner? Sigma? WTF??
She added a few other YouTubers to her list as well. Gigi Gorgeous, Nicole Guerriero, and Trisha Paytas are a few that stick out to me. Now, as most husbands would do............ I ignored these videos completely while I watched Dance Moms. (Wait, what?)
Anyway, several weeks ago, we were wandering around on Hollywood Blvd, when Mandy practically yanked my arm out of its socket while excitedly repeating "OH MY GOD" several times. She dragged me with purpose through Forever 21, where security definitely side-eyed us. I asked her just WTF was going on, and she said that she's postive she saw Trish from YouTube. Mandy quickly yells out "TRISH" to see if she would stop, and wouldn't you know it, she did. Cool! Mandy and Trish chatted for a bit, and I have to say, that Trish is one of THE coolest chicks around. Naturally, a photo was in order, right?
Ok, so now that I have somewhat of a personal connection to these videos, I'm going to pay closer attention to these videos. As overwhelming as this whole makeup thing is, I'm not going to say anything sunk in, but I was asking a few questions here and there. Why not, right? Plus, I found myself at Anastasia Beverly Hills that same day. I felt like I knew more than any straight man should.
One day, the topic of IMATS in Los Angeles came up, and Mandy asked if I'd go with her. Like any good husband, I non-comfortingly answer "uhhhh, I guess, but I wouldn't know what was going on. You'd probably have more fun on your own." Decent enough answer, yes?
Fast forward, Mandy found out that IMATS was coming to Vancouver, and I grudgingly agreed to go. I figured, hey, if I go to IMATS with her, maybe she'll go to WPPI in Vegas with me! That's fair, right?
We stroll down to the Vancouver Convention Center, where we immediately run into Lindsay Hart (she's my go-to MUA for photo shoots, because she f'n rules), and her friend Tanya. I'm already a bit nervous....... How many levels of confusion will await me at the bottom of the escalator?
At first, man, talk about sensory overload! No clue what's going on, but all I knew was, things were looking pretty freaking cool. Makeup artists from top name brands such as Blanche Macdonald and Vancouver Film School doing their thing!
And so many things to buy. SO MANY THINGS!
I'd have to say, Morphe Brushes was the hit of the tradeshow. And a very surprise hit, by the sounds of it. They were INSANELY busy, and completely unprepared for the volume of business they were about to get ambushed with.
Somebody out in makeup world correct me if I'm wrong, but I was told that they were a smaller company that recently struck a partnership up with Jaclyn Hill to create a palette, and now, they're a definite player!
Morphe had a two hour lineup. Seriously, get your shit together, guys! People were getting quite angry in line, and I suppose understandably so. But come on people, no need to take it out on the staff who are obviously doing the best they can.
That being said.... If anyone from Morphe is reading this, this staff member was WICKED cool and apologetic for the line. Cool dude.
But I understand that the other reason Morphe Brushes are so popular is simply that they're affordable and super high quality. Guess I gotta take people's word for it, but hey, if I'm standing in line for an hour and a half to buy them, they must be good.
Yeah, that's right. I waited in line an hour and a half to buy these brushes so my wife could check out the other booths. I am husband of the f'n year. All other husbands, sorry, but suck it!
Oh, I am also a great bag carrier. But I still don't understand most of its contents.
Lots of educational seminars too! This is Sonia Leal-Serafim demonstrating her Guess style of glam makeup on a lovely model.
There was also a Battle of the Brushes which was pretty cool. The challenge? AGE!
I was pretty much tapped out by this point. Still a bit confused, but hey, it was a completely different world for me, ya know.
But my wife had a highly successful outing. And that's what matters, right??!
Now, I actually do feel slightly more educated. Educated enough to accept a certain YouTube challenge that is presently making the rounds............. Stay tuned!