What’s the “YouTube-fueled, teenaged extravaganza” BeautyCon really like? The YouTube creators’ tradeshow, started in 2011, has grown to be a Coachella meets Sephora event in cities across the world, as well as a digital vertical and a subscription box. This year’s BeautyCon LA brought all those elements together with online influencers, youth-targeted brands, and musical artists drawing in 15,000 attendees total—10,000 more than in 2014. Moj Mahdara, who invested in the company in 2013, describes the brand as a “Vice Media for a 16-to-24-year-old girl.” (WIRED)
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