The International Make-Up Artist Trade Show, IMATS, is an important annual event in the make-up artistry calendar. Professional make-up artists from fashion, editorial, TV and film (including Oscar, BAFTA and Emmy award winners!) give talks and practical demonstrations. It’s such a powerful draw that this year it attracted speakers including Alex Box, the team behind Leonardo DiCaprio’s make-up for The Revenant, The Game of Thrones make-up artists and Frederic Letailleur the National Face Designer for Yves Saint Laurent Beauté to name just a few. Thousands of make-up artists and students attend to network, learn and buy product. A make-up museum (behind the scenes photos of Leo DiCaprio anyone?) and student make-up competitions also draw the crowds.
For the second year running I represented my make-up brush client Nanshy throughout all three days of the show. As an addition to their established cruelty-free brush range we chose IMATS to launch the new on set make-up bags (and promptly sold out of them!).
It’s a privilege to get to work in this environment and to speak with make-up artists at every stage of their career from those just beginning to those with Emmys and Oscars and BAFTAs. Seeing people slowly transformed by appliances and make-up at first hand by the best in the business is a remarkable experience.
Take a look at these photos and you’ll see why I’m looking forward to going next year already!