Festival Commerce with Beautycon


Beautycon is an annual beauty festival in New York, L.A., London and Dallas, where beauty fans connect with their favourite Vloggers and bloggers as well as  beauty brands such as L’Oreal, Essie and NYX.

Founded in 2013, Beautycon have built a business around teen beauty product junkies and the social-media celebrities that have become the key industry influencers. Founded by entrepreneur Moj Mahdara,  the parent company, Beautycon Media, also runs a lifestyle and beauty website.

Beautycon Media has recently expanded into commerce with a subscription beauty box to reach those who can’t make to the events and continue the brand engagement for those who do.


The box is called Beautycon BFF, costs $99 a year and the contents are curated by the online influencers and brands that appear at the festival. Consumers get four boxes a year, themed around winter, spring, summer and fall.


USP: Offering fans the chance to ‘shop the event’ takes consumer engagement to the next level and follows the ‘content to commerce’ business model.